Great ideas come in the shower

Today, showers should refresh, relax, wake you up or make you dream, depending on your wishes and needs. The functional and aesthetic requirements of the "bathroom experience" are playing an increasingly important role. With the term "Shower Culture", KWC has created an internationally applicable label together with the communications agency Renzen in Aarau, which combines various KWC products under one umbrella term with brand character. The new range represents bath and shower culture with new materials and sensual colors combined with innovative technology. The new KWC Shower Culture products were presented to a wide audience for the first time at Swissbau Basel in January 2012. An international launch campaign with various measures is now following.

Scientifically supported

Where does a potential buyer make their decisions? Together with KWC and in collaboration with the Branding Institute Wollerau under the direction of Marco Casanova, lecturer in Corporate Brand Management at the University of Berne, Renzen has intensively examined the consequences of limbics with regard to consumer decision-making.

The question was in which aesthetic world (technical terms: dominance, stimulation, balance) a person feels comfortable and at home. The bathroom as a living space: Renzen has accompanied and helped shape the development of KWC Shower Culture from the very beginning. Taking KWC Bossanova as an example, this means that the creative department was involved in every step, from the design of the name lettering and the development of pictograms for the instructions for use and care through to the brochure and packaging design. For the KWC Ely shower head, the Renzen graphic design team played with the basic shapes of the cylinder and ellipse - reminiscent of the design language of the architecture of the Guggenheim Museum in Bilbao. The KWC Bossanova model is designed to bring color and emotion to the shower. Depending on your personal taste, you can choose the "urban gray", "fancy purple", "midnight blue" or "harmonic blue" versions of these hand showers. There are not only different colors, but also a newly developed "ergoSkin" surface made of multi-component silicone, which is particularly skin-friendly.

Andreas Panzeri