Academy Kitchens — B2B rebrand, brochure & website

The brochure cover — the mark and the date

What we delivered

Brand identity
Logo & logomark
Brand guidelines
Photography
Packaging
Brochure design
Website design

The project

Academy Kitchens supplies complete kitchens, wardrobes and specialist joinery to developers and builders across London and the South East, and has done since 1988. The product was genuinely premium; the brand was not saying so, and the materials talked about cabinetry rather than about what a developer actually buys on.

We rebuilt the brand around the buyer: not a supplier of kitchens, but a partner in the property market.

The identity

ACADEMY is set vertically inside a rounded oval, the letters staggered so the word has to be read rather than scanned, with EST. 1988 beneath it. A second mark, an A inside a circle, carries the small applications: business card, box, tissue wrap.

The palette is a single sage green against off-white. The line that runs the whole system — quality kitchens for aspirational developments — names the buyer and the ambition in six words.

The mark, repeated — it holds at any scale

Business cards — the secondary mark, doing the small work

Packaging

The sample box is sage board with the mark debossed on the lid, the strapline printed inside it, and branded tissue around the contents.

Academy Kitchens sample boxes in sage green with the debossed logomark, branded tissue paper and the strapline printed inside the lid — packaging design by HDEY — The box — branded inside as well as out

Academy Kitchens branded sample boxes arranged in a grid, packaging design by HDEY — Quality kitchens for aspirational developments

The brochure

The brochure opens on Supporting Developers — the proposition stated plainly — then Heritage of Excellence.

A family business with real heritage and a personal approach is a competitive advantage in a market full of interchangeable suppliers. Client quotes run full-bleed against the photography, and the design centre near Slough gets its own pages: over forty showroom displays, pre-booked appointments, and a virtual showroom for the developers who cannot get there.

Academy Kitchens brochure open at the Supporting Developers spread with a pale green shaker kitchen, print design by HDEY — ‘Supporting Developers’ — the proposition, first

Academy Kitchens brochure open at the Heritage of Excellence spread with team portraits, print design by HDEY — ‘Heritage of Excellence’ — the team, named

Academy Kitchens brochure open at a client quote spread facing a photograph of a kitchen with exposed brick and glass pendants, print design by HDEY — A client quote, given a whole page

Academy Kitchens brochure page reading Visit our design centre, describing the Slough showroom and virtual showroom, print design by HDEY — The design centre — forty displays, and a virtual one

Photography

We shot a new set across finished kitchens, so the brochure and the website draw from the same source rather than from whatever the last installer happened to photograph.

On the shoot — building the picture library

Academy Kitchens photoshoot with capture and colour adjustments checked on screen — Colour checked on screen during the shoot

Academy Kitchens website homepage with the strapline Quality kitchens for aspirational developments over a navy shaker kitchen, web design by HDEY — Website — the homepage, with the new photography

Academy Kitchens website shown on two phones, with the Our Story page and a portrait of the founders, web design by HDEY — Website on mobile — the Our Story page

This project was delivered under the Ademchic brand.

← All projects