Insight led brand refresh.

We’ve worked with the team at Omega PLC to develop an insight led brand refresh for Omega.

We began with a programme of detailed qualitative and quantitative research, which included focus groups, interviews, and a segmentation project. The research findings provided the foundations of a new brand proposition for the British kitchen manufacturer.

We found there was a huge disconnect between the positive feelings people have when finally installing their dream kitchen, and the stressful planning and buying journey beforehand. At the heart of it was the worry of making the wrong decision and expensive mistakes.

Taking this key insight, Cogent redesigned Omega’s product brochures as a central part of their retailer support activity, and consumer marketing material. We needed to help customers feel the joy of owning a new kitchen, but also had to make the entire buying process easier.

The new brochures include inspirational content, lifestyle photography, interiors advice and colour combinations, as well as editorial-style stories describing product benefits. The detail within the specification sections was also made more simple and helpful.

The brochures embody the new strategic direction for the brand, making browsing Omega’s products not only informative, but witty, fun and joyful.