Helping Keller Kitchens on a successful mission to the Middle East
DKG, one of the top kitchens manufacturers in Europe, offers two quintessential kitchen brands: ‘Bruynzeel’ focuses on the lower segment and ‘Keller’ targets the middle-high segment. DKG wanted to expand their business to the MENA region & India and asked Skyne for help.
A clear strategic focus, tailored to the region
With the ambition to expand DKG’s business in the MENA region & India, a pro-active rather than a reactive approach was required. Skyne developed a clear strategic focus, tailored to the region. Based on our insights we advised DKG to enter the market under the Keller Kitchens brand name as its affordable yet high-quality products appealed to the region’s audience. Furthermore, we chose to target the business-to-business market over the consumer market, as there were more interesting opportunities for Keller to service interior architects and project developers. We translated Keller’s 80 years of solid experience, their honest way of doing business and their very affordable, yet beautifully designed high quality product offering into a brand with a personal touch. Skyne created a powerful messaging and communication system, inspired by the tagline ‘Designed to live’ which resonated within the brand’s personality, values and positioning.
Keller Kitchens: Designed to live
A refreshing approach to selling kitchens
Next, DKG needed a space to showcase Keller’s products and we came up with an advice on the location and a concept for the showroom. Since interior architects and project developers are the key audiences, the most logical decision would be to gain presence where they are. d3, Dubai Design District was the ideal location to start running Keller’s business and showcase its products.
Based on the ‘Designed to live’ principle we created a refreshing concept for the showroom, an experience design, which is different from the normal approach to selling kitchens. Whilst an average showroom contains 16-20 kitchens, we jointly chose to only showcase three; focusing on inspiration rather than presentation. To have interior architects and project developers see, feel and experience the numerous options. The showroom breathes a warm and inviting atmosphere, while creatively showcasing all smart storage solutions, sustainable materials, colour system and all other benefits that set Keller Kitchens apart from its competitors.
Why rent so much retail space if you can showcase your kitchens in an inviting and different way?
THE SALES KIT
An inspiring sales tool that informs & triggers clients
Keller Kitchens was in need of a unique, inspiring sales tool that informs & triggers their clients and influences the sales process. Skyne developed and produced an attractive sales kit which can be used in sales presentations and be given to potential clients.
After gaining a full understanding of the purpose of the tool, the sales process in the kitchens market and the needs of Keller’s audiences, we developed three creative concepts for the sales kit. Concept 1, which we called ‘Harmonica’ was eventually chosen to be further developed. Our design director Patrick Kos explains the reasoning behind the chosen concept: “This concept creates a harmonica effect brochure by connecting several slim boxes to each other that serve as sleeves for material samples. Each box explains a step in the manufacturing process, contains a sample and has a cut-out window so the sample can be seen, touched and felt. It’s like opening a map with the perfect route all laid out in front of you.”
As a true partner, Skyne is closely involved in translating and implementing the newly developed mantra ‘Designed to live’ into every aspect of the business, from the website, other necessary communication and sales materials, to the design, development and build of the distinctive showroom for Keller Kitchens in the heart of Dubai (United Arab Emirates) at the Dubai Design District.
Furthermore, Skyne and Keller joined forces with two other Dutch design brands to develop the first Dutch Design Center outside of the Netherlands.
How we helped DKG enter the local market
Research & Analysis
Target audience research
Strategy & Story
Concept & Design
Brand identity design
Brand collateral design
Communication & sales tools design
Interior concept development
Implementation & Activation
“Skyne is a partner who really understands our business and is continuously challenging us to stay innovative and distinctive.”
– Ron van den Berg, Managing Director at Bruynzeel Keukens & DKG International
Want to know more?
In Branding and Design we think differently to deliver great results to our business partners. For us, everything is about the relationship and it all starts with a conversation. Find out how out-of-the-ordinary thinking will benefit you.