De’Longhi, a designer housewares manufacturer based in Treviso, Italy, partnered with us to reimagine its North America brand.
After maintaining steady market share in North America for several decades, De’Longhi lost traction as the housewares market became commoditized. We immersed ourselves in the brand and coupled our insights with research to uncover a positioning that was true to De’Longhi and meaningful to consumers: De’Longhi creates expertly crafted Italian design for your home.
The brand we developed celebrates the product. We treated it not as an appliance but as a high-end piece of European design. We launched the brand at international tradeshows to rounds of applause and followed that with the development of a new North America website. With the trade onboard and a new consumer-facing site, we developed an awareness campaign and ancillary programs to drive sales. When the rest of the industry caught up to our approach, we pivoted and focused on what De’Longhi products allow you to create.
One year after implementation, De’Longhi saw a 12% increase in brand awareness, 155% increase in web traffic and 133% increase in sales through its website. Three years into our partnership, De’Longhi had increased sales in North America by $30 million and became #1 in espresso brand market share. Our work for De’Longhi has been recognized every year by Graphis.