A new communication to find a brand’s soul
According to Doimo Cucine a change in brand communication should affect the whole company, from employers to production practices, to be meaningful
Doimo Cucine is presenting its new website. Apparently not big news in a digitally frantic world, but this is just the last step of a deep and detailed work of process and productive analysis meant to bring the brand to a new evolutionary step.
Marco Martin, General Manager of the brand, explains why to DesignWanted
“The new website has a double aim. On one hand, it is made to clearly communicate to our commercial team and to a number of international retailers the brand values and what Doimo Cucine is. On the other hand, we wanted to make a transparent transition to a different marketing strategy focusing on the idea of an open system of products, and not on the idea of the collection anymore.
All this is to convey our core business, which is all about bespoke production and personalization of every single kitchen we manufacture. We want to underline our signature approach to production, enhancing the handicraft work and the possibility to create an individual driven product mirroring the users’ personality and lifestyle”.
What does it mean to rethink marketing and communication in a pragmatic frame?
“We started to work on it three years ago when the owning group of Doimo Cucine felt the urgency to reset the brand identity and the specificities of each of their brands. The only way to differentiate the holding diverse activities was to reflect on each brand’s individual values. All this has been possible thanks to the autonomy granted to the management by the owner, which is actually a family as often happens here in Italy.
The leading vision addresses the need to leave the management to professional teams, without a daily and anxious intervention in the decision making. We had the freedom to decide how to proceed in creating our identity without disrupting our history and founding premises. The question we asked ourselves was the most obvious: “who is Doimo Cucine?” Individual answers of the whole team converged on the same portrait, which was quite a surprise but also a big reassurance about the evolution of the brand.
Values such as high standards, craftsman manufacturing, productive flexibility and the aim of solving any singular request about materials, price range, sustainability and any aesthetic and architectural expectation. A synchronized and aware team was already there, as long as a very specific vision. We just needed to express it better, to make it visible”.
Which were the necessary steps to build a new communicative frame able to really mirror Doimo Cucine?
“It has been a complex, organic and coherent process. The presence of an increased marketing team spontaneously shifted the attention of the company’s activities in all departments to meet a more pragmatic and systematic attitude to the final product.
As I said, it was clear that the commercial expectation concerned a big step forward in the idea of a transversal catalog. All the products converged in the new frame, both from a productive point of view and a design point of view. This involved the participation of all company’s areas, so as to permeate and tune each compartment on a single mission.
We are still working on it, but we have already reached the initial steps: a new website and a new claim, which is Doimo Cucine, made to feed your soul”.
Besides the in-house engagement, have you chosen to outsource the core project?
“Of course we have. We wanted to fill some communication voids about the real contents of our products. Doimo Cucine speaks to designers and architects, not to the final user, or not always. The strategic choice is to focus on bespoke variations in a very wide range of prices. The website is the main tool to introduce our systems first of all to retailers, so that they may convey all the information in a direct, immediate and detailed way.
First of all, we wanted an efficient synthesis of our foundational identity: made to feel your soul respond to this need. It says all about our commitments to human beings, their desires and their dreams. It speaks about made in Italy and, last but not least, it tells about our spontaneous engagement in sustainability”.
Is the website reasoning with the same strategy?
“We are very satisfied with the result: finally we are communicating that we design with All-arounD systems which are fundamentally the ingredients of a transformable and personalized recipe. The idea of a definite and close collection is definitely set out”.
Let’s talk about sustainability… is it a focus for final users?
“There is a very interesting study about sustainability and productive awareness in the general public. To the question: what is a sustainable panel? 86% of people answered: a solar panel. So it is still a long way until the market may be defined as significantly aware from this point of view. Nonetheless, Doimo Cucine has always been interested in developing a product that is good to the planet and to people.
We set our standards on the strictest international certifications for what concerns chemicals and, of course, the minimum presence of formaldehyde in our components. The production chain is selected according to these strategic choices and we are transitioning more and more on certificated materials and in-house green energetic resources. But again: this is in the brand’s DNA right from the start”.