Furniture brand Berkowitz stresses family links as antidote to ‘faceless corporates’

Full service Melbourne agency DPR&Co has created a new look for Australian home-grown furniture brand Berkowitz as the retailer strives to combat “tough and competitive” market conditions.

A multi-platform campaign will follow the rebranding with Berkowitz emphasising its local roots through the tagline “we’re a  furniture family”.

DPR&Co said customers will find the brand’s heritage “compelling” amid a host of “faceless corporates”.

Berkowitz director Peter Berkowitz said “We were seeking a revamp and fresh approach to our Berkowitz brand and thus create a strong retail platform for the future.

“We’ve loved working with the DPR&Co team through their collaborative creative process, which helped us to unlock new customer insights.”

DPR&Co said the 124-year-old company, which dates back five generations, was is need of a “brand revitalisation”.

“As a retailer facing tough and competitive market conditions, it was imperative that we delivered this revitalisation through powerful direct response messaging. Few retailers can enjoy the luxury of “pure brand” advertising,” the agency said.

“It was also critical that our communications honour the rich Berkowitz heritage. As an Australian family-owned business, Berkowitz is unique in its competitive set. Customers find this differentiator compelling in a world of faceless corporates.”

DPR&Co co-founder and executive creative director Richard Ralphsmith added: “We feel privileged to be working with the amazing team at Berkowitz.

“Great retail advertising is built on a foundation of strong brand assets that can be reinforced over time. That journey is underway and it’s great to be part of it.”.

Retail TVCs, point of sale, digital and social media will all form part of the campaign.


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