Bekon-Koralle

  • Branding
  • Strategy

Starting position

Koralle has been an important provider of high-quality shower partitions for nearly 40 years. The company has outlets in Germany, Austria and Switzerland. A changing market and complex product range along with increasing customer requirements have necessitated repositioning of the Koralle brand and streamlining of the company to make it fit for the future.

The solution

We undertook an in-depth analysis of the underlying conditions and sales channels of this specialist sector. Working with Koralle's decision-makers we identified the pain points within the value chain and the service offering. Then we worked out solutions that set new standards in the face of stiff competition. We had to reposition the Koralle brand and adapt the brand and communications strategy to business customers and end-clients alike. 

 

 

The benefit

The Koralle brand has an outstanding reputation in the sector. By adapting the market presence we brought to life this reputation and increased its visibility. Both business partners and prospects were given easier and quicker access to the comprehensive product portfolio at all touch points. This gave the Koralle brand a distinct update and restructured the service culture.

The strategy

We developed a new brand strategy to take the company forwards. We considered the needs of both end-clients and business partners. The anchor points of the strategy are a unique market position, streamlined processes and a pared-down product range. 

The branding

Koralle's market presence varied from country to country. Our goal was to develop a fresh, high-quality and consistent image that could be deployed at every touch point. Due to its high-level of recognition the existing logo was only slightly modified. Koralle's new corporate design for printed materials, the new website and the online configurator debuted at Swissbau 2014.