Talking about rebranding: the Franke case

Today, in order to remain competitive, brands are asked to evolve by updating their identity according to the changes that affect the market segment in which they work and by directing their investments towards sustainable solutions. And Dino Giubbilei, Vice President of Marketing & Digital at Franke Home Solutions explains to us how the rebranding process undertaken by Franke, a company specialized in solutions for home kitchens, professional catering, and professional coffee brewing, is moving in this direction: “That of rebranding is a strategic moment for any company that is bringing something new to their brand promise. It’s an essential process both internally, in order to determine the company’s direction and priority, and externally, in order to align with their partners and further promote their offer for the consumers. In this process, the aesthetic aspect is not a mere exercise of form, on the contrary, it plays a crucial role: it is important that the renovation goes hand in hand with a new, fresher, and more modern look that is still recognizable, and, always and no matter what, coherent with the historical values of the brand.” New logo, new fonts, fresh colors, clean lines, and essential symbols. The changing process has shaped the new brand identity of Franke, which was revealed to the public on September 13^th and that embraces communication in all its aspects, from the new website to its marketing materials. “In the Franke Home Solution case, rebranding helps us establish our company as a ‘Reliable System Provider:’ a reliable leading brand which can offer an integrated system of products and which communicates coherently through our new brand identity to the public (trade partners, architects, designers, consumers), making clear what the brand can do for them and why they should choose us.” Sustainability is a fundamental aspect of design, a mandatory step which both communities and institutions focus on. “Today, being able to contribute to a more ethical and sustainable future is one of the most important challenges for a company. At Franke Home Solutions, we’ve been embracing this challenge for quite some time by committing daily to creating sustainable products, all our innovations go towards this goal,” explains Giubbilei. “We can boast several benefits in terms of sustainability, thanks to a range of products that is in constant renovation with respect to the environment and the needs of the consumers, who are increasingly involved on the matter. In particular, the product quality and durability allow us to avoid unnecessary waste, while our energy efficient solutions reduce costs, consumptions, and the use of polluting materials like plastic. Moreover, in line with what sustainability is today, the Franke group has always paid attention to people and social sustainability by yearly monitoring all aspects of sustainability through an annual sustainability report.” Being able to change is a key element that guides the process in which Franke is an active player in the kitchen world. “As we mentioned, today, sustainability and the environmental problem are a current and heartfelt issue. Franke Home Solution’s commitment to a more sustainable future translates into innovative products that reduce waste, costs, and consumptions, and that offer smarter home options to the consumers while embracing their sustainability ambitions,” explains Giubbilei. “In addition, there’s an increasing trend that makes the kitchen the heart of any house: the kitchen space has taken up the role of a key place where to share experiences, live together, and express your personality – a true stage for your own daily ‘cooking show.’ It’s a new outlook destined to last over time to which Franke Home Solutions responds with an integrated system that allows you to free your creativity.”

The Milan Design Week, that goes from April 17^th to 23^rd, will be the perfect opportunity to show the general public these ongoing transformation, unveiling new collections, like the Mythos Masterpiece, and new iconic products, like the wine cellar Mythos and the Mythos coffee machine in its matt black version. Giubbilei concludes: “In line with our rebranding, even our Franke Flagship Store on via Pontaccio in Milan will appear in a new guise and renewed in style to symbolize the group’s dynamism and openness to change. The new and renovated Showroom will be transformed into a stage for the Franke Home Solutions products: new spaces will enhance the new mixer faucets, bathtubs, induction cooktops, kitchen hoods, and ovens that will be presented to the public during the Fuorisalone.”