Timelessness and adaptability – a pair that does not always easily go together. But in the Swabian town of Dürmentingen they are a successful match. The furniture manufacturer Kettnaker has been developing and manufacturing system furniture here for 150 years. Each of them a unique piece tailored to the customer’s needs and yet with a common design basis. People need to hear this, which is why we have started to redesign their communications aimed at customers and dealers.
New products by the metre
Every year, Kettnaker brings new developments to the furniture market. The aim was to produce a handy, high-quality new products brochure that would give retailers an overview and customers inspiration for their living spaces. In our hands, the brochure became a leporello with panoramic character. Over 2 metres in length, you can literally unfold the range of furniture and styles before everyone’s eyes. Or flip through it like a book. The intelligent folding makes it possible.
Bedroom furniture on the front pages, living room furniture on the back pages. And between the impressively staged photographs, the everyday life shown 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 geared to the surfaces. A new typeface and a manual for the house font were created for this purpose. Including preparation for the digital channels.
Deciding on a name with a twinkle in the eye
What do you call a new products magazine that is allowed to change its format every year, but still has to remain recognisable? Some proposals end up on the table. In the end, the customer 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, yet factual. Simply a good one, this Karl.