Kenwood is one of the worlds giants in the kitchen food tech category, a British company founded by Ken Wood and now owned by the larger DeLonghi group. wanted to reposition and refresh the brand after falling a long period of declining sales in important global regions and an overall consumer perception that the brand had lost consumer appeal.

Kenwood’s ambition:
To be the most loved and admired brand in food preparation.We know that you are admired, but we need to build the love people feel for the brand. 

We established three key brand co-ordinates built from strategic insights into the company, the current category landscape and future trends in the market. 

These are Brilliantly Engineered, Delightfully Ingenious and Naturally Warm. These serve to inform our creative thinking across all consumer touchpoints.

Joy in the making

JITM expresses the utter joy and delight that the ‘Culinary Devotees’ (Kenwood’s target audience) take in preparing and cooking good food using their Kenwood appliances, moments of creativity which are captured and expressed in the exuberant food art that is at the heart of Kenwood’s new and distinctive brand identity.

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Client: Kenwood
Project: Global repositioning and rebranding across consumer touchpoints
Agency: Identica
Role: Creative Director
Date: 2017
Region: Global