• Branding
  • Strategy

Starting position

KWC was Founded 140 years ago in Unterkulm, Switzerland by Adolf Karrer. KWC, a typical Swiss SME, develops and produces, with about 350 employees on one site, high quality faucets, fittings and innovative water management solutions for the kitchen and bath. With a market share of 40%, KWC is now the leading kitchen and bath brand in Switzerland. In 2013 with the acquisition of KWC by the Franke Group AG, KWC is now poised towards the future as a global premium faucet brand. This new international focus has changed KWC’s market situation and made it necessary for the repositioning of the KWC brand, products and services.

The solution

KWC has developed its future brand positioning in collaboration with Vetica’s holistic analysis and strategy. Based on the new brand message, KWC’s values and the overall presentation have been reinvigorated. The new look of the KWC’s brand is characterized by the distinctive new logo, imagery and typography. Additionally, a new claim "Swiss Water Experience" was developed and systematically applied to all touch points.

The benefits

Our strategic brand consultants and designers, in close cooperation with KWC, have breathed new life into the KWC brand. The brand and its products continue to exude a high level of credibility and independence further enhanced by the new branding. This helps to give the company’s prospects a bright future in a highly competitive international market.

"What I really like about working with Vetica is their comprehensive strategic brand understanding and structured approach to the delicate subject of rebranding." Roland Gloor, CEO KWC

The strategy

One of Vetica’s most important tasks was to conduct a brand, customer and market analysis in order to discover the different stakeholders and company objectives. Workshops with internal and external decision makers quickly showed that relating to innovation, quality and perfection, KWC’s product portfolio already appears at the premium level. Thus, the brand personality, the brand code and the value proposition, had to be lifted up to the same level as the products. The new KWC brand should exude its own «Swissness DNA» which the customers will not just value but also love. The new brand promise, “Highest standards and intelligence in the bath & kitchen” has fundamentally changed the presence of KWC

The branding