The coffee market is growing rapidly - but the competition among suppliers is also increasing. Some promise the best coffee, others a superior machine quality - but all focus on the product. That is why it was important to position and differentiate Franke in the market in a unique and innovative way.
From selling coffee machines to creating inspiring experiences
Franke has stood for innovation, design and Swiss quality in kitchens and bathrooms for over 100 years. With the Coffee Systems division, the group is one of the world market leaders in professional coffee machines. The group has more than 9,000 employees and customers in 40 countries.
An important finding was that high-quality coffee alone is not enough. It takes the necessary expertise and the ability to innovate in order to prepare coffee for customers and their customers efficiently and in the right way. This knowledge applied to all market segments. That is why the new strategy is based on partnership: Franke is the partner of choice offering reliability from the consistent high in-cup-quality to the machine’s performance all the way to the customer service.
The concept “It’s all about the moment” resolves around what Franke’s customers face with their businesses and how Franke can enable them to create customer experiences and business value. That’s why the new campaign says: “It’s all about the moment.” “It’s all about the moment when restaurants can focus on the final detail instead of the coffee machine”. And “It’s all about the moment when a coffee to go becomes an experience that stays”. This changed the focus from the product to the customer, leading to a more widely appealing campaign and brand position, and a concept that can be and is targeted to all customer segments.
The project included a new visual brand identity, key visuals, advertisements and brochures for all customer segments and in different languages. In addition, a brand film, give-aways, a PowerPoint template, a website, brochures and a flyer for internal communication were created. In addition, Kunde & Co held several workshops around the world with Franke's sales department in order to anchor the new brand concept. Together, with the new customer-focused brand positioning the company is more than a coffee machine maker – they are a strong partner that enables success in all of their customers’ businesses.
- Comprehensive analysis
- Internal interviews
- Brand positioning
- Brand strategy
- Communication concept
- Visual identity
- Key visuals
- Brand film
- Internal media