Pure joy of design

To develop a modern corporate identity and a new design system for corporate literature for GROHE, the renowned German manufacturer of high-quality bathroom fittings and sanitary products.

The task
The main goal was to make GROHE's claim "Pure joy of water" come alive across all touchpoints, especially within the B2C market. This involved an examination of the corporate message, leading to a more concise and consistent expression of the GROHE brand.

The implementation
A subtle evolution of the corporate design retained important visual features such as the logo and the GROHE colour spectrum but led to a greater standardisation. Above all, the headline and text mechanics were modified for a contemporary look. The visual style was also modernised, with unnecessary design elements such as white borders being removed: all with the goal of lending clarity to the overall appearance and of strengthening the umbrella brand. The streamlining of the framework, achieved another goal however; it increased attention and intensified the impact of the current individual GROHE campaigns.

In addition, a design framework was developed for the entire corporate literature, that was flexible enough to optimally present the various product and thematic areas of GROHE: from basic structures for the main kitchen and bathroom catalogues to product brochures for GROHE Blue Home, GROHE Red, Sense & Sense Guard, Smart Control, and from the GROHE Brandbook to the Sustainability brochure.

In addition, iconic key visuals were created to represent a wide variety of product themes in a visually striking way.

Key visual development for GROHE

Key visual development for GROHE

The task was to develop a distinctive key visual with a high degree of recognition for Grohe Sense and Grohe Sense Guard: the digital sensor systems for the prevention of water damage. The key visual was intended to quickly summarise the product benefit: "absolute water safety for the home". A perfect solution was developed in close cooperation with the communication experts at GREY. The visual shows an impressive, highly aesthetic and modern protective shield against water, in keeping with the message "so that a drop does not become
a flood".

Services: Corporate Identity, Strategy, Brand Architecture, Claim Development, Logo Redesign

The result
KW43 has succeeded in developing a design mechanism that, on the one hand, covers the most diverse topics and areas of the company and, at the same time, enables a uniform brand perception - and this across all touchpoints. At the same time however, the new corporate design offers the appropriate framework to focus on the respective campaign in a highly profiled and selective manner.
In short, an all-round strong brand presence for GROHE.

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Nanna van Blaaderen