Project
The appliance brand that simply does what counts.
The company GGV from Kaarst stands, among other things, for the brand Exquisit. Under this name, GGV sells appliances – from the sandwich toaster to the side-by-side refrigerator-freezer combination.
From an idea to a powerful, unique brand idea: Through precise work after the briefing and the honest adoption of the company values into the brand position, the BREITETIEFE team has achieved an impressive performance.
Christoph Stuhrmann, Authorized Officer of GGV Handelsgesellschaft mbH
Challenge and Goal:
To give Exquisit a clear, differentiated, relevant brand image, an analysis of the current situation was necessary. For this, we carefully examined the competition and the target group in this competitive market. Who is the target group? What are the crucial purchasing criteria for them?
Based on this, we developed a master narrative that laid the foundation as brand DNA for all resulting factors, setting the direction for the operational brand process, the brand attributes, their values, the vision, mission, and eventually the brand core.
The goal was to realign Exquisit – from manufacturer to brand. We were tasked with strengthening the perception and awareness of Exquisit and building a new brand image. In a market where product performance is rather stereotypical, we focused precisely on this and created a positive differentiation from the competition with a very independent brand presence.
Additional Performance Declaration
With the new claim “Simply what it comes down to,” we have for the first time nailed what makes the brand Exquisit.
The brand positioning is made tangible in further appearances that we developed for various online marketplaces and beyond for the Point of Sale. In a clear design and with a visual language that clearly differentiates from the glossy depictions of the competition, we present Exquisit the way it is: down-to-earth, fair, and reliable. And above all: Exactly what each customer really needs.
Authentic and convincing. No frills, just good.
What Have We Done in Detail?
For Exquisit, EPS and ACC not only pooled their collective know-how but also incorporated personal experiences within a cross-functional team. After all, it's not about nuclear physics but about products everyone has at home. Different perspectives are reflected in the project, giving the new appearance self-evident and confidently grounded traction.
Result and Impact
With its distinctly different approach from the competition, Exquisit sets itself sustainably apart in the market. Exquisit is now perceived very differently, and the brand image resonates directly with consumers. Click numbers in different stores increased significantly, and the conversion rate also noticeably rose compared to the previous year.
Keyfacts
- GGV and thus the brand Exquisit is a client of EPS
- Positioning and brand model development
- Guiding idea and campaign development
- Digital POS/Marketplaces
in Detail
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Brand & Strategy, Performance & Sales
- Brand narrative
- Guiding idea
- Communication strategy
- Campaign idea
- Design
Client
- GGV:
- 2 Marketing
Breitetiefe
- BREITETIEFE:
- 2 Strategy
- 2 Art Direction
- 2 Text and Conception
- 2 Project Management
Your Contact
- Lars Murach
- Consultant