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Tayburn

Tayburn freshens up Kohler Daryl brand

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By The Drum Team, Editorial

October 19, 2009 | 3 min read

Edinburgh and Manchester-based design agency, Tayburn has created a new identity for premium shower enclosure manufacturer, Kohler Daryl.

The work came as a result of the agency being brought in to complement the company’s strategic review to revitalise its key retail outlets. Tayburn carried out a customer perception assessment of the brand and the way it communicated through the showroom channels via a series of in-field interviews, communications audit and mystery shop visits.

Following the multi level investigation, the agency presented its findings, advising on each element and distilling the strategy for promoting the brand through the independent retail network.

The result was to focus on outlets with principal showroom status, giving them a full range of support from preferential terms, point of sale support material, after sales service and product training.

Speaking of the work Jane Hughes, business director at Tayburn’s Manchester office, said: “This was not purely about design, it forms the basis of a wider strategy that we are working on with Kohler Daryl to help them work in partnership with their key customers in the showroom channel. This initially involved identifying what is unique and special about Kohler Daryl to help them help the retailer drive sales and the new identity has been created to link back to these key features of the brand, giving the selected showrooms exclusive access to sales support tools.”

John Morris of Kohler Daryl added: “The work required a two tier approach as we needed to identify what the perception of Kohler Daryl amongst retailers was and how we could encourage them to push our products. We weren’t, however, just looking for research, we wanted to bring in a company that could carry out the research, translate the findings into strategic recommendations and roll out those plans in the form of physical materials for use during the presentation phase and in store.”

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