Ideal Standard

Yesterday, it was all about bathtubs and fittings. Today’s discerning customer is looking for an individually tailored wellness oasis.

Background
Ideal Standard is already well positioned as a unique supplier of handcrafted ceramics, fittings and bathroom furniture, but its image does not sufficiently communicate the brand’s strengths. A more modern image is needed to increase desire for the brand and strengthen its appeal to younger, design oriented target groups.

Strategy
Ideal Standard and rheinfaktor realign the communications under the claim: “You have your style – we have your bathroom”. Instead of focusing on product features and functions, Ideal Standard positions itself as a lifestyle provider through evocative images of beautiful bathrooms. “Classic”, “Vintage” and “Feng Shui” are three of six style directions that are brought to life through the various product lines, highlighting the market leader’s design strength. Each one of the styles is presented in an attractive visual world, photographed in real houses rather than studios.

Result
The image change is a success. The “Lifestyle Worlds” concept receives an enthusiastic response from consumers, retailers and the Media. Ideal Standard is given an above average share of exhibition space in retail establishments and successfully establishes itself as a lifestyle brand.