Gauteng Region - CENTURION

Cape Region - TOKAI (2 Years in a row)

Congratulations to the teams from Easylife Kitchens Centurion and Easylife Kitchens Tokai who were awarded the “Franchise Of The Year – Best Overall Performance” Trophy for the Gauteng & Cape regions respectively.

Top Sales Performers Club 2008 Certificate

These Easylife Kitchens Design Consultants qualified for the Top Performers Incentive in 2008. The winner of the Incentive walked off with a grand prize of an all expenses paid trip to Eurocucina in Milan at a gala dinner event attended by all Top Performers and their partners and Franchisees.

Gauteng Region - NELSPRUIT

Cape Region - TOKAI

Congratulations to the teams from Easylife Kitchens Nelspruit and Easylife Kitchens Tokai who were awarded the “Franchise Of The Year – Best Overall Performance” Trophy for the Gauteng & Cape regions respectively.

Our goal for Easylife Kitchens is to become the leading kitchen retail brand in Africa, acknowledged for superior quality, service and value for money. To do this, we have repositioned Easylife Kitchens to appeal to the correct target markets with a new corporate identity that is clean, modern and professional-looking.

The first week in December 2008 saw the launch of the new Easylife Kitchens corporate identity during two stylish functions, one in Johannesburg and another in Cape Town. In keeping with the reconstruction of Easylife Kitchens’ look, “construction” was the theme of the two launch events.

This was carried through into the finest details, including serving Harvey Wallbanger and Screwdriver cocktails. Hundreds of people – including Easylife Kitchens staff members, suppliers and media representatives – attended the launch events held at Taboo in Sandton, Johannesburg and at the Easylife Kitchens Factory in Bellville, Cape Town. After the guests were welcomed, they were invited to break down a mock wall with the old logo on it, symbolically destroying the old identity.

Managing Director, Philip Kirby, then presented the new logo with an explanation of the rationale behind the rebranding, as well as the external advertising campaign that kicked off in February 2009. The guests were treated to a sneak preview of the print- and electronic campaigns that will run during 2009.

The new Easylife Kitchens corporate identity was received with great enthusiasm by the guests, and with the launch events as successful as they were, we can now meet the future with renewed confidence to match our bold new look.

Click the magazine adverts below to view a larger version.

We have taken the bold step of totally revamping the Easylife Kitchens brand. One of the main reasons behind this is the fact that Easylife Kitchens’ existing look is no longer reflecting our current market position.

Research among Clients and other stakeholders has shown us that, judged on our corporate identity, we are not seen as a market leader in the kitchen industry. On the other hand, as with any company that is serious about quality, our prices are not the lowest in the marketplace. This has created the perception that we are unjustifiably expensive. To combat this perception, we realised that we needed to reposition Easylife Kitchens in the marketplace, and the most visible way of doing that was to create a corporate identity that would be in keeping with our market position.

It goes beyond a mere new face, however – Easylife Kitchens’ explosive growth in recent years, fuelled by our growing reputation for quality, has outstripped the capacity of our existing internal systems. A major part of the repositioning project is redesigning our systems to ensure that we are capable of consistently delivering the level of service that our Clients have come to expect from us.

Rebranding is not just something we did for the sake of change – it was a very necessary response to the demands of the market. Armed with our new look and systems, we can now meet the future with confidence in our brand and pride in the knowledge that we look the part of market leaders in the kitchens industry.