From mainstream to Michelin-starred.

Nolte Küchen are one of Germany’s leading kitchen manufacturers, making 900 kitchens a day and exporting to 70 countries.

But while their traditional products aim at a mass-market audience, their UK proposition is more premium. So we cooked up a brand and a website that made them a little less mainstream and a little more Michelin.

Kitchens of a lifetime

Nolte Küchen combine precision engineering with quick build times for an easy, efficient installation. So far, so German. But our insight told us that it’s how a kitchen makes you feel that’s key — and most brands fail to recognise this. 

So we crafted a proposition for Nolte — Kitchens of a lifetime, for the times of your life — that spoke of their kitchens’ enduring quality and, just as importantly, the joy, happiness and life that a dream kitchen brings to a home.

Form, function, feeling. This would be the heart of the Nolte Küchen brand.

From theory to practice

Armed with this insight, our creative team set to work bringing the idea of Germanic joy to life. We still wanted to show these award-winning kitchens at their best, but alongside images of pristine kitchens we showed people actually using them.

Our art direction showed children making a mess, crumbs on worktops, dogs leaving pawprints on the floor — so that we weren’t just showing kitchens, we were showing kitchens with added life.

The heart of their digital home

Our initial deliverable for Nolte Küchen was a new website. It had to reflect the premium nature of the product while using lifestyle imagery to bring genuine warmth, relatability and humanity to the brand. 

But with the website done, Nolte Küchen soon asked us to broaden the brand's horizons. 2023 has seen us write and design brochures, craft press ads for The Times and Telegraph, and promote their Grand Designs Live event. And with huge growth plans in the offing, this is just the start.

The result

Nolte Küchen initially came to us for a great website. Instead, we gave them a deeper understanding of what customers really want from a premium kitchen — and how Nolte can give it to them. 

We gave them an underlying brand proposition, essence and visual and verbal identity, so they can reflect their brand at its best in a consistent, coherent way across all touchpoints.