Freedom for Craftsmanship

Industry and Commerce

kw küchenwerkstatt offers high-quality, individually planned kitchens. As an association brand of the GEDK Group, it supports and connects independent kitchen studios, craftspeople and specialist retailers across Germany.

With the brand relaunch, Stan Hema redeveloped the brand strategy and brand design. The brand serves the people who plan and build kitchens, and the people who cook in them. The new identity speaks to both: it makes the brand more attractive to partner businesses and helps customers find a kitchen that suits their individual needs.

Our task was to strengthen kw küchenwerkstatt’s premium positioning and redefine the brand: regional craftsmanship, personal consultation and a strong partner network now form its core. The new brand strategy puts people first. Dream kitchens become kitchens for life.

The new brand design translates this approach into an identity that makes craftsmanship tangible in all its forms. The symbol combines the initials ‘kw’ in a circle and recalls the traditional branding irons used in craft. The warm, welcoming colour palette underlines the brand’s connection to craftsmanship. The typography draws on forms and details from furniture and kitchen-making: edges and right angles meet soft curves to create a precise, carefully crafted visual language. The new brand strengthens independent partner businesses, gives customers orientation and presents kw küchenwerkstatt for what it is: a reliable partner for people and their kitchens.