Case Axor

Martin et Karczinski

THE GOAL

Re-positioning of the German design brand.

THE CHALLENGE

In the target groups there are not enough percieved differences to Hansgrohe and other competitors.

THE TASK

Sharpening the brand profile through a differentiating value proposition. Increasing desirability through a lively and unique appearance.

Individual Luxury

THE STRATEGY

We consistently focus the AXOR brand on the founding idea of individualisation. In a market dominated by premium design, we are positioning AXOR as the first brand that promises individual luxury.

THE EXPERIENCE

In collaboration with world-renowned designers, AXOR develops and produces iconic objects for luxurious bathrooms and kitchens. The design strategy makes this product strategy visible: the revised design conveys the liveliness of the author's brand.

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