Timelessness and adaptability – a pair that does not always easily go together. But in Dürmentingen, Swabia, they are successfully married. The furniture manufacturer Kettnaker has been developing and manufacturing system furniture here for 150 years. Each of them a unique piece adapted to the clientele and yet with a common design basis. This also wants to be told, which is why we have started redesigning the communication to target customers and the trade.
Innovations by the metre
Every year, Kettnaker brings new developments to the furniture market. For this purpose, a new brochure was needed that – handy and of high quality – would provide dealers with an overview and customers with inspiration for their living spaces. In our hands, the brochure became a leporello with a panoramic character. Over two metres long, the range of furniture and styles can be literally unfolded before everyone’s eyes. Or leaf through it like a book. The intelligent folding makes it possible.
People sleep on the front pages and live on the back. And between the impressively staged photographs, the everyday life in them suddenly becomes concrete and imaginable in short texts. At the same time, the layout reflects the modularity and flexibility of the products. The colours were oriented to the surfaces. In addition, a new typeface and a manual for the house font were created. Including preparation for the digital channels.
Name development with a wink
What do you call a novelty magazine that is allowed to change its format every year and yet should remain recognisable? Several suggestions land on the table. In the end, the client courageously decides on our favourite: “Karl” – the first name that runs through all five generations of the family business. Layout and typography additionally set the scene. Charming, human and yet businesslike. Simply a good one, this Karl.
You like this? Then feel free to share it:
You like that?
Then feel free to share it: