Vanden Borre Kitchen
A specialist in fitted kitchens in Belgium, Vanden Borre Kitchen stands out through an approach that combines personalisation with transparent pricing. To strengthen its positioning in a highly competitive market, the brand sought to evolve its identity and communications to better express what makes it different: comprehensive support, unique kitchens and a premium service accessible to everyone.
Challenge
In a sector dominated by promotions and sales messages, Vanden Borre Kitchen needed to establish a more distinctive value proposition. The challenge was to move beyond communication focused primarily on products and prices, and instead highlight the guidance and personalisation at the heart of its offer. The brand also needed to strengthen perceptions of quality and trust while retaining its accessibility and connection to the Vanden Borre heritage.
Solution
The Vanden Borre Kitchen brand platform and visual identity were redesigned around one central idea: placing the customer’s project at the heart of every communication. This new approach is built on four core values: accessible premium quality, co-creation, transparency and uniqueness. These values are brought to life through a powerful promise, “Your Project at the Heart of Ours”, expressing the brand’s commitment to designing fully personalised kitchens in close collaboration with its customers. A new visual world, tone of voice and communication system were developed to make this promise tangible at every touchpoint.
A brand centred on each project
Vanden Borre Kitchen’s promise is founded on the belief that every kitchen should be designed around the people who will live in it. This philosophy places co-creation at the heart of the customer relationship. From the initial conversation through to installation, the Vanden Borre Kitchen team provides support at every stage, transforming customers’ wishes, needs and constraints into a unique project.
Precision & personal connection
The visual identity was designed to reflect the brand’s accessible premium positioning. Structured typography conveys precision, while handwritten elements introduce a more personal dimension. Understated colours, clean compositions and technical details create a visual language that combines rigour with elegance.
Bespoke design at the right price
The new brand highlights one of Vanden Borre Kitchen’s key commitments: an all-inclusive lowest-price guarantee. This transparency is combined with an extensively customisable offer, encompassing dimensions, materials, finishes and appliances. It demonstrates that a unique kitchen and premium support can remain accessible.
