Zephyr
Brand Development, Product Launch

ADVERTISING, BRAND STRATEGY,
COLLATERAL, CONSUMER INSIGHTS,
DIRECT RESPONSE, EVENT PLANNING

opportunity
Zephyr entered the kitchen ventilation market in 1997 with a new category of range hoods offering features previously unavailable at an accessible price point. Since then, Zephyr has upped the ante, targeting affluent homeowners with a premium-priced, category-defining line of luxury hoods by renowned designer Fu-Tung Cheng.

Our challenge? Zephyr’s brand identity was not conceived with luxury products in mind. The company’s reputation was rooted in its original product line, which was sold on functionality and value. So our job was to move Zephyr up-market and raise the level of the hood to its rightful place as an eye-level centerpiece in the heart of the home – the kitchen.

idea
We helped Zephyr launch the new line on the promise that range hoods can be well-designed and even artistic contributions to an oft-overlooked part of the home. Beyond Cheng’s radical and inspired designs, we were struck by his attention to detail and his sensitivity to seeing the beauty in the everyday, through which a simple matchbook led to one of his most innovative hood designs. And we moved forward from there.

“No single element should be overlooked – no matter how slight its purpose.”

Meanwhile, Zephyr’s competitors put their focus on performance, with little emphasis on the hood as anything more than a secondary portion of their kitchen appliance lines. Beyond a few glossy ads, Zephyr’s cohorts in the kitchen – leading makers of stoves, faucets, tiles and sinks – tended toward the tired and true (pun intended). We thought we could do better.

“No longer an afterthought, the hood stands above all.”

execution
We started with consumer insights, brand strategy, and immersion in all things Cheng – from the Berkeley tea house he designed to the strong feelings his clients have for the meaning within his work. From there, we designed the experience right down to the drink menus at their tradeshow debut. Zephyr-tinis, anyone?

  • Nationwide advertising in Dwell, Metropolitan Home, and more.
  • Product brochures, catalogs, and sales books
  • Direct response and event invitations
  • Tradeshow environment
  • Product line web sites

    More than a set of tactics, we set out to design a sense of place: Step into the world of Cheng design. Come in and join us at our table, where we’ll share more than a meal, but a moment in time.

    influence
    The integrated effort zeroed-in on the visionary aesthetic of the product line to raise the bar for the affluent consumer and the trade.

    “Good design is never an afterthought or a luxury. It’s a way of life.”

    The annual Kitchen and Bath expo (KBIS) in Las Vegas clearly elevated Zephyr out of the realm of price and functionality, and into the world of high-end design. And that’s just the beginning.

    Based on the success of these efforts, we’re moving forward with a complete re-crafting of the company’s brand architecture, with unique brand platforms for the entire portfolio. Over the next year, we’ll roll out up to eight unique brands under the Zephyr umbrella, from the basic and functional to the bold and unexpected designer lines. Stay tuned.

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