PLANA
Winner
Excellent Brands
Kitchen and Household Appliances
Details
What happens when a brand no longer aligns with the desired image? You evolve! PLANA Küchenland, a successful player in the kitchen studio segment for almost 40 years with 46 locations in Germany, has become PLANA – confident, premium, and contemporary. The brand was strategically transformed in terms of corporate identity, design, and communication to reposition itself for the competitive kitchen market. The new brand identity highlights PLANA’s premium level, attracts new target groups, and strengthens franchise partner dynamics – driving sympathy, recommendations, and strong market presence.
The Jury‘s Statement
A long-standing success, the PLANA brand has redefined itself through a comprehensive branding project. The result: a confident appearance that underscores its premium positioning in a contemporary and sophisticated manner. The blend of clear strategic repositioning, stylish design, and consistent communication not only enhances internal identification but also strengthens external perception. Particularly impressive is how the brand effectively targets new audiences while simultaneously empowering its franchise partners – an inspiring example of outstanding brand management.
