Beauty’s only doorfront deep.

A good kitchen doesn’t just look better. It works better.

When customers think about the kitchen, they usually focus on the externals: finish, door style, hardware. And for years, cabinet companies encouraged that tendency with one anonymous photo of a beautiful kitchen after another—until every brand in the category was indistinguishable from the others.

We differentiated KraftMaid by focusing on how people actually use their kitchens. Instead of filling their catalogues with stock photo homes, we portrayed real, capital-L life and showcased all the innovations KraftMaid has developed to make that real life easier.