Cooke & Lewis

B&Q

Truth

In the competitive world of home improvement, B&Q’s premium own-brand kitchens weren’t first choice for customers. With homemakers reluctant to trust B&Q’s style credentials, they challenged us to improve sales and recognition with a marketable proposition for fitted kitchens and bathrooms. A standalone brand was the way forward.

Change

By generating insight into customer buying decisions, we found that style and quality were at the very top of the list when buying a new kitchen. Working hand-in-hand with B&Q, we created Cooke & Lewis: a top-tier independent kitchen brand that represented both. We developed an identity based on the personalities of our two imaginary founders, building a sense of heritage into the new brand to improve perception and loyalty. Our POS and merchandising guidelines completed the premium brand experience.

Success

+ Significant uplift in B&Q’s market share (kitchens)
+ Estate agents’ marketing materials now include Cooke & Lewis kitchens as a selling-point.
+ Winner, DBA Gold Award 2009 - Design Effectiveness