Case: Superkeukens Rebranding

Curious Mindset

Superkeukens has a clear and ambitious goal: to become the number one kitchen brand in the Netherlands. In a market crowded with misleading discounts, endless bargaining, and smooth-talking salespeople, one question stood out: how do you build a brand that not only aims to grow bigger, but also feels better than the rest?

Together with Superkeukens’ marketing committee, we completed a full Brand Impact trajectory. From there, we continued to work closely with both the marketing team and franchise management. The challenge was clear: develop a sharp, distinctive, and achievable brand foundation that would provide long-term direction for the entire organisation.

Magical Discovery

The strength of Superkeukens lies in the straightforward honesty of its franchise owners and their teams. But to become the market leader, that honesty needed to be made more explicit, more valuable, and more distinctly its own. Not as just another brand value, but as a guiding principle and a benchmark for every decision.

That led to the creation of ‘eerlijk? eerlijk’. Literally translated, it means “honestly? honestly.” In Dutch, it’s a familiar expression used to invite complete candour and sincerity, perfectly capturing the brand’s no-nonsense approach.

‘Eerlijk? eerlijk’ became both a proposition and a campaign platform. Direct, human, and distinctive. A brand philosophy that captures the driving force behind the formula while providing direction and energy for campaigns, tone of voice, in-store communication, online marketing, and franchise activation.

Breakthrough

We developed a complete rebrand around this new brand engine. From the brand concept, brand guidelines, tone of voice, and visual identity to the website, marketing and content strategy, and TV commercials. We also brought the proposition to life through Eerlijke Erik, a brand character who gives the new direction a human face, with a healthy dose of humour.

The rebrand was successfully presented to all franchise owners and now serves as the foundation for Superkeukens’ continued growth. Together with their marketing team and franchise management, we continue to drive the rollout and long-term consistency of the brand, including annual thematic campaigns.

With one clear ambition: to make Superkeukens the number one kitchen brand in the Netherlands.

Eerlijk? Eerlijk.

Curious Mindset

Disciplines

Magical Discovery

Breakthrough

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