Luxury brand identity for high-end kitchen company
Grech & Grech create super-luxe kitchens for a diverse range of clientelle, including high profile celebrities, HNWIs and distinguished families worldwide. With an outdated brand and website that didn’t do justice to the calibre of their work and clientelle, a complete brand overhaul and new luxury brand identity was required. Following a brand audit, we initially developed a new brand positioning, followed by a visual brand identity and luxury website.
As well as a typographic logo, we also created a supporting brand icon intended for use as a stand alone graphical element, rather than being locked up to the typographic logo. Father and daughter team Will Grech and Donna Grech both have very different skill sets and the brand icon was designed to allude to these differences. Will is the creative mind, constantly pushing boundaries to create unique solutions, whereas Donna is the super efficient and methodical project manager and managing director. To reflect these different skill sets, the two intertwined letter G’s in the brand icon carry very different styles – one a script style, creative flourish and the other a more structured letterform.
The brand icon developed as part of the luxury brand identity was created with a variety of uses and applications in mind, one of these being a Grech & Grech ‘seal of approval’ badge. Made from brushed metal it appears as a hallmark of quality concealed within every tailor-made Grech & Grech kitchen. Because the brand icon was to have many uses, three variants were designed as part of the luxury brand identity, to be used interchangeably depending on a specific substrate and application.
