We were tasked with repositioning Abey Australia, a company renowned for its diverse kitchen, bathroom, and laundry collections, to enhance brand awareness and trust among a design-focused audience. The rebranding aimed to establish Abey as the master brand, targeting architects, designers, builders, and design-savvy end users.
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Approach and Strategy
- Research and Insights:
- Conducted competitor analysis and customer interviews to identify market gaps and audience preferences.
- Addressed challenges of brand dilution caused by Abey being overshadowed by globally recognized brands it distributed.
- Strategic Foundation:
- Defined a clear value proposition, mission, vision, and purpose to align with Abey’s legacy as an Australian-owned company since 1956.
- Highlighted the brand’s heritage and commitment to quality and sustainability.
- Creative Execution:
- Designed a new logo and refreshed brand architecture to present a cohesive identity.
- Developed a modern approach to product presentation, emphasizing Abey’s leadership in innovation and design.
- Incorporated visual elements inspired by liquid, gas, and solid forms to symbolize the essence of Abey’s business.
- User-Centered Design:
- Insights from customer interviews guided the creation of designs that resonated with the target audience’s aspirations and needs.
- Insights from customer interviews guided the creation of designs that resonated with the target audience’s aspirations and needs.
Results
- The rebrand successfully positioned Abey as an industry leader, elevating its visibility and recognition in the market.
- Enhanced trust and engagement among the design community by showcasing Abey’s strengths as both innovative and authentically Australian-owned13.
- Tools developed during the process streamlined sales efforts while maintaining brand consistency, positively impacting operations.
3D and Animation:
Cadre Pictires
Production:
Visible Studios