When you're the number one brand in your field why should you change? Why take on the challenge of a rebrand? The answer is simple – to remain the market leader and reach a new generation of consumers while maintaining all that's great about who you are.
We created
- Identity
- Brand Strategy
- Design & Art Direction
- Digital & Print Communication
- Editorial Communication
- Branded Interiors
The challenge
King Koil is Irelands premier bed brand, providing five star comfort from top hotels to people homes. The King Koil brand was strongly associated with quality in a competitive market, but the King Koil brand identity was not serving the product well and the clarity of what the brand promised had become diluted. Our challenge was to modernise the brand while maintaining and increasing market share. Broaden the visual language, build its appeal and protect the brands future.
This was a major project & while King Koil is well known for its quality & craftsmanship there were significant challenges along the way. But we were confident that Alkamee understood us and knew how to help us achieve our objectives: modernizing the brand and telling the unique story of King Koil
Building warmth
We wanted to imbue the brand with warmth, personality and distinction in a sector where everyone looks the same, where all imagery is indistinct and bland and where opportunities to communicate are limited. Our final challenge was to help them clarify and simplify their masterbrand offering balanced against their vast range offering.
From the look to the feel
We worked hard with the manufacturing team to simplify the multitude of confusing products into three core product areas, The Lifestyle Choice: where products with back support and health associations are gathered, The Concierge’s Choice: where the luxury beds from the hotel range are found and finally The Craftsman’s Choice: where products filled with all natural fillings are gathered. We created range illustrations to help clarify these offerings.
We exployed the line “because life is worth living” to point to both the luxury and also because a great nights sleep sets you up for a great day.
The King has his crown
We created a crown motif that we could use as our quality symbol and further reinforce the handmade and made in Ireland quality of our brand. The kit of parts are designed to be used simply, masterbrand is colour on white, ranges are aligned against a colour, beyond this the brand is completely flexible, warm, friendly, personable and above all totally unique in the category.
King Koil has been given a major new lease of life & its visual presence improved immeasureably, & our sales targets have already been surpassed one year down the road
King Koil was the winner of the 2018 IDI Irish Design Awards for Brand Identity.
