Kaldewei

Description

As a provider of high-quality bathroom solutions, Kaldewei positions itself clearly in the luxury segment. The consistent introduction of product innovations and genuine design icons lay the foundations. The brand identity deliberately and clearly differentiates itself from the ordinary brands in the industry. It works effectively with the unmistakeable luxury brand codes and is also consistently adapted to the individual channels and various target groups. The result is a visible and quantifiable success.

Statement of the jury

The new Kaldewei brand identity is a major development that successfully sets it apart from imitators. The focus is Kaldewei’s consistent implementation, from the products to its communications efforts and the brand’s presence at trade fairs and points of sale. This approach, which refreshingly breaks from the industry’s usual bathroom scenarios, focusses on the values that make the difference between luxury and premium: This presentation of the bath as an iconic item raises the social status and privilege for the user. The image language does not show the products in use or anything else that could limit viewers’ imagination or negatively affect the products’ iconic status, such as text or eye catchers. With this new brand strategy, Kaldewei has magnificently made the leap to an international luxury brand.