Own the brand, own the naming

Five private brands ranging from kitchen, office and furniture to fashion and craft need new names that will neatly fit into the existing brand language beneath the Kaufland umbrella brand. Also, the private brands aim to combine orientation, identification and emotion.

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Particular focus was on ensuring that the new private brands express the brand value of the products, address the respective target group and stand out with a high level of independence and memorability. By creating familiar associations between different living environments, brands should facilitate thematic orientation for customers. All this to let the private brands guide customers through the product range as an attractive alternative to manufacturer brands. A positive and emotional brand experience should be promoted by the new brands.

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The new women's fashion brand “Oyanda” uses a vowel-rich and soft-sounding combination, while menswear launched as “Townland” sounds distinctive and urban. Kaufland kitchen accessories now bear the English name “Spice & Soul”, anchoring the sensual components of cooking, while the brand “Liv&Bo” makes interior fans and home experts more than happy. “Talentus” combines everything you need for painting, crafting and writing and appeals to creatives as well as office workers.

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With professional know-how, we develop five private brands that sustainably strengthen customer loyalty and have a positive effect on the umbrella brand.