Zyliss relaunches and partners with Sebastian Conran Associates for range redesign

Swiss kitchen gadget brand Zyliss will roll out a brand relaunch in January. The kitchenware range’s ‘major refresh’ encompasses product design, marketing and point of purchase. Zyliss has partnered with award-winning kitchen and housewares design studio Sebastian Conran Associates in a redesign of its collection, for which more than 20 key SKUs have been enhanced.

There is also a ‘new, clean packaging design language’, which highlights the products’ ergonomic features and key selling points. The result is a pack style that, Zyliss said, ‘outscores the previous packaging in terms of messaging and encourages a new intent to purchase’.

Using its 65-year heritage as a way to demonstrate the reliable nature of the brand, Zyliss aims to position itself as ‘one of the kitchen tool market’s key players over the coming years, and raise consumer awareness to attract a new generation of customers’.

Zyliss director of marketing Grant Race explained: “We’re really excited about the Zyliss relaunch. We’ve always had great performing products but we felt the time was right for a major refresh. Retailing is getting ever more competitive and brand stand-out at point of purchase has never been more important.

“In the past, Zyliss refreshes have centred around the evolution of a design language both in terms of product and packaging. This time we believed that we needed to go further – not so much evolution, but revolution.

“We have been working hard to implement as clean a transition as we can, and with that said, all 150-plus skus in the assortment have had their artwork updated. Stocks are now coming online for a full January launch.”

The new Zyliss rebrand range will be showcased at Spring Fair 2018. Zyliss is part of the DKB Household portfolio of housewares brands.

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