KOHLER® UK is a long-standing US brand that has established itself in the UK market as being synonymous with quality and innovation.
With an extensive range of bathroom and kitchen fittings sold predominately through 3rd party resellers and showrooms. The challenge for the UK marketing team, based in Cheltenham, was to build a reputation with resellers as a supplier with the range and quality their customers are looking for whilst establishing and reinforcing their clearly defined US brand identity and values with UK consumers. They looked for a new creative design partner that they could rely on to deliver this through a range of different channels. They turned for Toast to help with delivering their technically challenging catalogues and brochures while adhering to strict brand guidelines, schedules and budgets.
Toast was more than happy to help and wasted no time establishing a deep and thorough understanding of the brand, from its history and positioning in the US market to the detailed guidelines provided on its’ values and application of its visual identity. At the same time, we worked on creating and agreeing on publication schedules and embedded the best working practices between our creative team and their marketing team. This practical and professional approach was to become critical in ensuring the delivery of everything from brochures and catalogues through to in-store promotional materials and exhibition stands, on brand and on time. The first brief was to deliver an extensive directory that had historically challenged both schedules and budgets in previous years.
The first project, a 300+ page catalogue with thousands of different products spread over the extensive Kohler range, was due for the end of the calendar year. Schedules had to allow for the impact of mandatory Christmas holidays, with previous years’ versions impacting on marketing staff and printers holidays and weekends, ultimately creating delays and additional costs. Through proactive project management, and refining the production process, Toast worked closely with the team at Kohler and helped them bring the project in 2 weeks ahead schedule. The confidence gained through working with Toast on these big projects saw the team at Kohler invite us even more of their marketing materials as well as sub-brands such as Daryl and product launches such as their Moxie shower head.
Working with a high-end manufacturer requires a sharp eye for detail and the ability to remain consistent across a wide range of materials.