kiwi now: Never boring, kiwi flooring
SWISS KRONO wanted to break open the laminate market. Using AI-powered market analysis, we developed a bright yellow lovebrand for Gen Y & Gen Z: disruptive, emotional, unmistakable. Character over product data, yellow over beige.
Laminate = plastic? SWISS KRONO wanted to solve a massive image problem with a new B2C brand and establish an entirely new category in the flooring segment.
Yellow went from bold experiment to unmistakable brand marker. kiwi now sets new standards: Like Oatly disrupted milk, kiwi is revolutionizing flooring. All expectations exceeded.
international markets
sales partners in the first quarter of 2024
square metres sold
An experience from A to Z. Our long-standing collaboration supported us enormously on this very large and unique project. Thanks to the teams at BrandTrust, IDEENHAUS and TrendsActive, we succeeded in creating a new, disruptive brand that is truly tailored to customers and takes the market for hybrid resilient flooring to a new level.
Questions about this project
What is kiwi now – and why was the brand created?
Who knows a brand in the laminate aisle? That was exactly the challenge for SWISS KRONO. A category traditionally sold on decors, prices and technical properties was to become relevant and attractive for generations Y and Z.
The answer was not a louder product claim but a consistent change of perspective: kiwi now was created to position flooring not merely as a functional building product but as an expression of personality and lifestyle. To do that, the brand combines a new product category with a distinctive, surprising brand experience.
What did IDEENHAUS do for kiwi now?
Together with BrandTrust, IDEENHAUS developed the kiwi now brand – from AI-powered market and audience analysis through brand strategy and naming to visual identity, packaging, POS solutions, content strategy, sales presentations and an SEO-optimized web presence.
The analysis showed that kiwi now should not be explained as yet another laminate. As a hybrid resilient floor with more than 80 percent wood, the product occupies a niche of its own and creates a new category between laminate and resilient flooring.
The brand translates that difference into a distinctive B2C experience: radically yellow packaging, an unmistakable visual world and the claim “Never boring. kiwi flooring.” What used to be interchangeable DIY-store sameness becomes a presence with recognition, attitude and clear relevance for a new audience.
What has kiwi now achieved?
kiwi now has already sold more than 60,000 square metres and was available at more than 24 sales partners in the first quarter of 2024. Together with HORNBACH the brand was brought into retail and rolled out in three international markets.
What began as a bold experiment quickly became an unmistakable brand marker: yellow now shapes kiwi now’s presence at the point of sale and throughout its communication.
The case shows that disruption does not start with louder advertising. It starts by rethinking an established category consistently from people’s perspective – and building a brand from that which stands out, is easy to understand and stays in mind.
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