VIMAR is a leading Italian designer and manufacturer of premium household switch fixtures and home automation products. In 2011, Israel’s Kahane Group, a veteran player in the field of electronics and home automation, received the franchise to import, market and distribute the brand locally. As the Israeli market is dominated by Italian brands such as Gewiss and BTicinio, the new brand had to differentiate VIMAR and help position it as a leading, premium brand. Open was asked to establish the brand positioning and brand language required to launch and market the local brand.
We designed and published a product catalogue and other marketing collateral. In addition, we conceived of and organized a festive brand launch event, including an exhibition where architects, artists and designers presented their interpretations of VIMAR’s unique products. The winning entries earned monetary prizes for their creators, and will be marketed in the future by VIMAR.
The brand concept we formulated for launching the brand in Israel was "Inspiring Technology," expressing the fact that the company's products are unique, combining high-end design with technological innovation, all in a user-friendly way. For example, VIMAR has a smart home-automation electrical system called “By-me,” with a simple and intuitive operation. In addition, the company's switches are available in many kinds of materials, come in a variety of styles and designs, and incorporate new features such as child safety switches, night lights, and various detectors.