Aga brands in £250 000 makeover

Aga Foodservice Group is giving its Rayburn and Coalbrookdale brands a £250 000 facelift following the relaunch of the main Aga brand in September.

Refinery has been handed the task of modernising the image of both cooker brands in the likeness of the Aga brand, which is trying to shift consumer perceptions of it from a traditional, rural image to a contemporary, urban one. AFG also wants to target younger consumers across all three brands.

The Rayburn and Coalbrookdale identities are unlikely to be seen before next year. Neither brand will be given a new logo but the imagery of both will be ‘refreshed and updated’, brand manager for Rayburn and Coalbrookdale Kate Chilvers says.

‘We don’t want to alienate our core customers but we do want to strengthen the two brands. The work with Refinery will act as a stepping stone for the brands. We want to ensure people understand that we have the right models for the urban consumer and that you don’t have to use solid fuels to run the products,’ says Chilvers.

Aga was relaunched with new imagery by Morris Nicholson Cartwright.

Refinery, which was formed from the merger of Montage Bridgewater Barron and Montage Associates earlier in the year, was appointed to the job without a pitch. It has worked with AFG for over four years.

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