Corporate Branding
Cooke & Lewis
AGENCY: 20/20

Following a review of their kitchen business, B&Q wanted to develop a new customer proposition and brand for their mass-premium segment.

20/20 were briefed to create a credible, specialist brand that would help to increase the profitability of B&Q kitchens. The agency conducted in-store research and shopping ‘safaris’ to understand the kitchen-purchasing process, and carried out a series of focus groups. From their analysis they knew that quality and style were key customer preoccupations. This informed their new proposition, Cooke & Lewis – a name with implied heritage, intuitive familiarity and instant authority. Grey and green colour-ways were then used to help communicate the brand’s dual personalities.

The new brand has increased mass-premium sales by +367%. In the first 10 weeks of trading, Cooke & Lewis sold +31.1% more volume than its predecessor, while enquiries for premium kitchens have increased from 69-75%, with an increase in conversion rate from 30-50%.