Franke Group
Connecting the dots
A Brand Strategy to Make Franke the Global Benchmark for Sustainable Living
As ESG compliance becomes a priority, building developers seek reliable home appliance partners who offer data transparency and simplify compliance. This presents an opportunity for FRANKE to differentiate itself and strengthen
its position as the preferred B2B partner for sustainable living solutions. This project develops
a brand strategy that defines
FRANKE’s identity, values, and market positioning to continue B2B growth. It includes a brand book outlining visual identity, tone of voice, and applications, along with product exemplification to translate brand principles into tangible design solutions, reinforcing FRANKE’s leadership and recognition in sustainable living.
Context
4 weeks
February 2025
Team
Emilie Ahlström & Isabelle Kemi
Umeå Institute of Design
Client
Point of Difference
We considered four key types of input for the brand’s system and
then reconciled the relationship between them strategically
Connecting the dots
Brand Potentials
We developed a brand book that conveys the new strategy consistently across all communication channels
Connecting the dots
Exemplification
We refined a brand potential that could be seamlessly implemented across the portfolio by evaluating it against the six archetypes of FRANKE’s fans. This ensured brand recognition at every scale, from the logo to the interface and product housing.
Portfolio Archetypes
Concept Development
Chosen Concept
WILLIAM BO ROSKÆR
Franke Group
FRANKE’s identity, values, and market positioning to continue B2B growth. It includes a brand book outlining visual identity, tone of voice, and applications, along with product exemplification to translate brand principles into tangible design solutions, reinforcing FRANKE’s leadership and recognition
in sustainable living.
As ESG compliance becomes a priority, building developers seek reliable home appliance partners who offer data transparency and simplify compliance.
This presents an opportunity for FRANKE
to differentiate itself and strengthen its position as the preferred B2B partner for sustainable living solutions. This project develops a brand strategy that defines
Context
4 weeks
February 2025
Team
Emilie Ahlström & Isabelle Kemi
Umeå Institute of Design
Client
A Brand Strategy to Make Franke the Global Benchmark for Sustainable Living
Point of Difference
We considered four key types of input for the brand’s system and then reconciled the relationship between them strategically
Brand Potentials
We developed a brand book that conveys the new strategy consistently across all communication channels
Exemplification
We refined a brand potential that could be seamlessly implemented across the portfolio by evaluating it against the six archetypes of FRANKE’s fans. This ensured brand recognition at every scale, from the logo to the interface and product housing.
Portfolio Archetypes
Concept Development
Chosen Concept