Last year we were appointed by global bathroom superbrand Jaquar to be their lead UK agency. This involved working side by side with the UK team and the marketing and communications team based at their headquarters in India.
Our first task was to embed the existing brand into the UK market and evolve it as their presence grew. This involved creating a national marketing strategy for their B2C and B2B audiences through traditional and digital media.
To support this, we created various advertising campaigns in key trade magazines, to raise the profile. Historically there is very little brand awareness of Jaquar in the UK, so we needed to ensure they made the right impression and offered something new and exciting in the bathroom marketplace.
The opportunity to reposition the brand started with the design for their new UK website. It was created to present Jaquar as an aspirational and premium brand. One of the challenges we faced was working with the existing identity, maintaining core elements and yet still appeal to a brand savvy UK audience. Changing the visual tone, adding new accent colours and promoting an alternative logo allowed us to do this without the need of a rebrand. This meant we could successfully meet the brief and overcome time pressures to deliver the site fit for purpose.
We’re proud of the relationship we’ve built with Jaquar. Working with the UK Head of Marketing on a day-to-day basis, their counterpart in India, and various stakeholders within the business, we’ve helped influence decisions and made suggestions at the highest level. Once the UK launch is finalised, we will be turning our attention to the rest of Europe.