In collaboration with world-renowned designers, AXOR develops and produces iconic objects for luxurious bathrooms and kitchens. The aim of AXOR's brand relaunch was to position the company as the world's leading design brand in its segment.
In comparison to the competition and in relation to the Hansgrohe umbrella brand AXOR was not perceived as sufficiently differentiating in the target groups. The aim was to sharpen the brand identity and increase desirability.
For this purpose, the identity and the brand values were reviewed and realigned and translated into a differentiating brand promise. The brand identity was also further developed from the core of the identity: The unique appearance conveys the liveliness of the author brand and increases desirability.
In line with the repositioning as a leading design brand in the luxury sector, the core messages were reformulated and translated into a content strategy: Renowned interior designers develop trend-setting bathroom worlds that can be experienced on all channels. In the B2B sector, the AXOR Futures event series was established with prominent speakers from the design and interior scene.
With the brand relaunch, the unique identity of the AXOR brand was brought to life both visually and in terms of content, ensuring clear differentiation in the market. Already in the first year after the relaunch, AXOR was able to record double-digit sales growth.