Member Article

Manchester agency builds furnishings brand from scratch

Manchester agency The Market Creative has devised the brand identity and marketing campaign to launch Bohen – a brand new consumer retail concept for buying fitted kitchens, bathrooms and bedrooms backed by one of the UK’s leading builders and plumbers merchants groups, Grafton GB Ltd.

Following extensive research into how consumers shop the category, the agency devised the name, identity and proposition for the new brand, which is aimed at high income women aged over 45.

A multichannel campaign launches Bohen on 27 December, supporting the opening of the first 13 showrooms as well as the opportunity to buy online at bohen.co.uk.

Full-page press ads introduce Bohen in regional and national consumer magazines and newspapers. Online and outdoor advertising as well as a door to door campaign support the launch.

Bohen showrooms will be based in out-of-town locations alongside existing Buildbase and Plumbase trade outlets.

Sue Benson, Managing Director at The Market Creative said: “Getting involved in a brand right from the embryonic stage is particularly exciting, but also a mammoth job.

“The last 12 months have taken us from an extensive journey into customer insight to the strategic development of the brand and finally to the launch campaign itself. We’re delighted to have been involved at each and every stage of this journey. It’s been a fascinating process, but the work doesn’t stop here.”

Consumer Marketing Director at Grafton GB and manager of the Bohen brand, Rebecca Morgan said: “We’re offering consumers a cleverer way to buy kitchens, bedrooms and bathrooms, with a premium offering in a stylish shopping environment, but with all of the know-how and competitive pricing that’s usually reserved for builders and plumbers.

The Market Creative has encapsulated what we’re all about, creating a brand that stands-out in the category and runs through every element of the launch campaign.“

This was posted in Bdaily's Members' News section by Simon Malia .