Young & Laramore

Brizo Case Study


Brizo asks, “What would a fashion label do?” Then does it.



challenge

Delta Select wasn't moving in the showroom.

Sales were flat despite double-digit gains by competitors in the premium faucet segment. A telling discovery: when asked the difference between Delta and Delta Select, many showroom salespeople couldn’t articulate anything beyond price.

insight

The name Delta Select wasn’t badge-worthy for the consumer.

Luxury consumers define themselves by their designer handbags and famous-name Italian shoes, their “badges,” and hire high-end architects and designers to install badges throughout the home, too. Our most discerning customers considered a brand called Delta Select to be too “Americana”-ish, and everybody else simply saw anything labeled “Delta” as a mid-tier “old dependable” type brand—even though the actual faucet designs were competitive in the premium segment.

approach

Position the brand as a fashion label, and name it Brizo.

To appeal to these high-end targets, we recommended repositioning this brand as a fashion label for the home—a wholly unique and totally unprecedented thought in its category—and renamed the brand “Brizo.”

Since the brand’s inception, all decisions flow from this position, including the updated Brizo.com currently in development. The concept that “Brizo is a fashion label” guides decisions on every aspect of the brand: print, social presence, showroom design, well-attended blogger events in New York during Fashion Week, media placement, mobile app development and industrial design.

Did it work?


Brizo started from literally nothing more than a renamed line of faucets and has become one of the most recommended and talked-about premium/luxury brands in the showroom.

Brizo


Differentiating a brand in a cluttered category: strategy, research, media planning and buying, broadcast, print, out-of-home, events, identity system, specialty collateral, digital and website