THE CHALLENGE

Wren Kitchens is a national kitchen retailer with over 50 stores across the UK. It needed to showcase its three kitchen ranges, each of which has its own target audience and set of messages. The Extra Value Range is a low-cost option for first time buyers or buy-to-let landlords. The Designer Range – Wren’s core kitchen collection – is aimed at families looking for a kitchen that is stylish, long lasting and not too expensive. And The Linda Barker Collection is Wren’s more expensive, premium kitchen offering, with a wide range of colours and high quality cabinetry.

the fabl has already produced a brochure for Wren, and we wanted to make this new edition an evolution of the first brochure.

THE SOLUTION

Instead of publishing a straightforward brochure, we created a 212 page book that combines Wren products with editorial content – articles, quizzes, tips and trends. About 35% of the book is made up of editorial content and useful information for the reader – not direct sales for Wren products.

The aim of this is to sell Wren as a company that understands their customer’s needs – and show that they can help them achieve a beautiful kitchen. The kitchen market is sales-orientated, with messages focusing on price. The Big Book created a real point of difference for Wren – they can also offer great value prices, but they can also show an in depth knowledge and understanding both of kitchen installations and what customers need from their kitchens.

It’s the one-stop-shop for everything you need when buying a new kitchen, including articles on planning, layouts, measuring up, picking colours, storage options, and the multimedia and gadgets to get, as well as showing Wren’s full ranges of units, work surfaces, appliances and accessories. The idea was to create a “kitchen bible” that the reader would want to keep and refer back to in future.

To address Wren’s different audiences, we treated each section differently. The Extra Value section has the branding we created for the range, alongside DIY guides and a quiz. For the Designer section, we used a chic black accent colour, giving each design in the range a description and adding “Designer Touch” products throughout, to give readers an idea of how they could style their new room. We included editorial articles about choosing colours, multimedia, gadgets and the latest trends. We also organised photo shoots in the homes of real Wren customers, who told us about their positive experience with Wren. These case studies help to cement Wren as a high quality, trustworthy and stylish option for a new kitchen.

The Linda Barker section needed to be distinctly different to the rest of the brochure, and extend the branding we’d used in the collections main brochure. We used the duck egg blue accent colour and printed this section on tactile uncoated paper to denote the change in tone and indicate this is the more luxury product.