Kitchen Accessories Limited (KAL), operating as part of the larger Gowan Group, has been supplying the nation with kitchen appliances and domestic accessories for the last 42 years. Their offering has evolved from kitchen appliances only, to a much larger and extensive collection of household wares. This means their name no longer communicated either their offering, or the benefit they brought to their brand and retailer relationships.
KAL has been significantly growing the global brands it distributes and supplies to retailers around Ireland, and has itself become a brand owner. With this unique understanding in the marketplace, operating across the whole vertical, Bradley really wanted to bring their expertise and experience to the forefront of the brand.
We at Bradley were tasked with bringing new life to the KAL brand to better represent their true value proposition which has evolved over the years.
Taking a rigorous approach to this rebranding project, Bradley engaged a number of key stakeholders to better understand the relationship and added value KAL brings to the table. This allowed us to bring an acutely relevant and effective strategy to the new brand, helping them to fill their shoes as partners to their global brand acquisitions.
Repositioning the KAL brand to Gowan Home, Bradley helped them to move away from their operational roots, to a more strategic and dynamic full-service brand. Not only this, but it also allows them to leverage the scale, strength and support of their parent company Gowan Group.
Building their new brand also meant building a new brand language and core messaging to support and bolster their position as leaders beyond distribution. Knowing the Irish market inside out, Bradley centred their market knowledge in their brand. Ambitious for client and own brand success, Gowan Home are growing global brands locally.
Adapting the Gowan Group brand identity to serve the new Gowan Home identity, the brand now sits proudly alongside its parent company, along with Gowan Auto.