News

Dec 17, 2018

keeeper – keep on cooking

How do you redeem your updated brand promise with a new product line? Our client, keeeper, is demonstrating this with his current range of kitchens products, and shows how sophisticated design coupled with the courage to innovate can create customer proximity and loyalty.

By
Stefanie Wibbeke

Established in 1986 as OKT Kunststofftechnik GmbH, keeeper is today one of the largest European suppliers of innovative and high-quality plastic household products. They serve customers in about 35 countries around the world and are part of the Wrede industry holding. As a medium-sized company, they take account of regional characteristics as well as global standards.

Every "e" in the brand name keeeper stands for one of the four brand promises: everybody, everything, everywhere - enjoy living! Accordingly, we focused on the development of an approachable and modern design language that considers current societal developments as well as the needs of stationary and online retailers.

Any chef knows that success is not just a question of talent or the right recipe, but also of the right equipment. The right equipment saves time and energy. So our colleagues Lisa, Alex and Alex spent hours in the kitchen within the typical development steps Insight | Exploration | Proof of concept. We just saw them rushing around between kitchen an workshop.


How much does an egg weigh? How do you ideally strike it? How does an un-routined cook do that? How big should the device be? Where are dirt edges? Which materials are suitable and what does man/woman, professional or bloody beginner alike like? Anyone who wants to make a whole kitchen series (everything) as space-saving and efficient as possible for everyone (everybody), which then also gives pleasure (enjoy living), has many questions.


In cooperation with keeeper we created a lot of new products, which we were allowed to accompany over the further creative phases (Create | Design | Develop | Engineer) up to production (including simulation + specification). The high-quality kitchen utensils are characterized as a product series by clear lines and high-quality and food-safe materials including soft touch. Smart and often surprising features make keeepers kitchen products indispensable helpers in large and small kitchens.

The new kitchen line from keeeper


The products shown are available in selected stores and online.

Every product should be easy to clean, durable and practical. For us this meant hours in the workshop and kitchen, several optimization rounds and countless whipped eggs, baked cakes, squeezed lemons and eaten muffins. For our client, it was the logical step towards strategic brand repositioning and a clear commitment to creating value through innovation in the plastic household products sector.

"Developing and designing an entire product line that incorporates the new design language and a keeeper-plus was a super exciting task," says Alex Dumler, who spent months exploring the brand, products, and innovations. "It's great to finally see the products on shelf and to know the history of development."

"The new keeeper kitchen items tell their own story and will be enjoyed by the customer. Keeeper's innovative claim is clearly visible in all product, "said Mike C. Wolf, CEO of the keeeper group. "We are confident that consumers will be very satisfied and we will continue to innovate."

Last but not least: Why the squirrel?

No one could better collect, sort and preserve than a squirrel. Kipy is the personalized brand promise: approachable, well known, represented everywhere - cheerful! That's why Kipy can be found in every design (especially the current kitchen line) and has its very own product, a lovable icon for the kitchen with practical benefits:

Find the complete product catalog here.

Stefanie Wibbeke

Marketing & Communication

Stefanie is Head of Marketing at INDEED. She is responsible for spreading the word about us through digital and social marketing, partnerships, events, and more. As humanities scholar, she questions our work from a different angle and makes us explain projects with the human experience in mind. Residing in Hamburg by choice, she couldn’t live without her daily dose of crocheting.

The
Mensch


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