QualityCabinets was a Texas born and bred company, forged on simple characteristics: frugality, simple cabinets, easy choices.
However, the world of cabinetry was changing. No longer was there a place in the market for a pure value play. There were too many competitors who were playing the commodity game, and this race to the bottom had an inevitable end.
We worked with them to reinvent the brand – to be the brand of choice for younger consumers who (thanks to the Great Recession), were renovating rather than upgrading their homes. This meant the need for flexible cabinetry that was high-style yet worked in small spaces, unusual situations, and brought true value to consumers – true value beyond price.
The result was a reinvented brand: fresh, clean, modern, bold. One that immediately caught attention as we rolled it out through advertising, trade show, interactive, and beyond.
The brand continues to thrive and evolve as the market adjusts.