Strategy and naming for new products

Kenwood is a leading kitchen appliances manufacturer founded in 1947 by Kenneth Maynard Wood, now owned by the De’Longhi Group. Kenwood operates in 44 countries, designing, manufacturing and selling kitchen appliances including stand mixers, blenders, food processors, kettles and toasters.

Kenwood needed strategy, names and straplines for their latest kitchen creations. Our work with this globally established brand included devising a clear product strategy as well as naming two new products:

  • All in one combination mixer and food processor
  • Compact cooking appliance

We worked closely with the in-house legal team to ensure that the names would be unique across the brand’s global marketplace. The names also communicated the products’ multiple uses to consumers for whom English was a second language.

Project undertaken by Grain previous to the merger with Leidar in February, 2018.