Transforming a functional brand into an aspirational benchmark in the kitchen sector

Making existing value visible

ICOBEN is a brand with a solid product and trusted relationships in its professional channel, but its identity, narrative and tools did not reflect the company's true standing. In an increasingly visual, digital and competitive sector, the brand needed to take a leap forward: to go from being a competent, technical and low-profile brand to becoming an aspirational brand, recognised and desired by influencers and distributors.

To achieve this, it was essential to update its identity, modernise its commercial materials, strengthen its digital presence and build a narrative capable of inspiring before selling.

Inspire before selling

Interviews with customers, distribution networks and influencers revealed something crucial: the choice does not begin with the technical specifications, but much earlier. The market seeks inspiration, design and trust, and only then does it validate the technical aspects. ICOBEN had the quality, but it was not appearing at the moments when desire was born.

A clearer, stronger and more desirable brand

We built a brand platform that precisely defines ICOBEN's essence, ambition and value proposition, providing a strategic framework that guides how it expresses itself and connects with the sector. From this, we developed a more contemporary, professional and recognisable visual identity, capable of conveying expertise, trust and design at every touchpoint. A coherent and renewed approach that elevates brand perception, reinforces its market presence and makes ICOBEN a more natural, attractive and distinctive choice.

A more inspiring catalogue

We redesigned the catalogue to turn it into a strategic tool that elevates the perception of the product and accompanies professionals in their creative process. We defined our own photographic style that shows the equipment in warmer, more aspirational contexts, reinforcing moments of inspiration and facilitating the visualisation of finishes and possibilities. The information is reorganised to be clearer and more intuitive, the visual narrative is carefully crafted, and design criteria are unified to convey consistency with ICOBEN's new identity. The result is a more attractive, functional catalogue that is aligned with the needs of the prescriber profile and the distributor network.

A demand that activates, grows and connects

A demand strategy is developed that accompanies professionals from inspiration to decision, activating the brand in the channels where trends are truly discovered and preferences are built. Through aspirational and technical content, segmented campaigns, lead capture landing pages and a complete funnel that transforms attention into qualified leads, ICOBEN expands its visibility, strengthens its positioning and generates new business opportunities. A proactive approach that allows the brand to be recognised before it is searched for, connect with new influencer profiles and convert its value proposition into real growth.