Das Holz Haus is a maker of fine cabinetry and heirloom quality furniture serving customers in metro-area markets through relationships with kitchen designers.
DHH came to Rosewood seeking to more clearly portray the impeccable quality of both their service and their product. Their existing brochure created an impression of their brand that did not dovetail with who they were as a company.
Understanding the problem
The project began with a marketing consultation. Das Holz Haus told us that their brochure belied the fact that they compete in the high-end cabinetry market.
Not only did their marketing collateral have an outdated appearance that hindered their position as a top player in the field, but DHH also wanted to emphasize the endless possibilities of designs and finishes that they offer homeowners.
Nearly everything they do is custom work, and owner LaVern Schlabach told us, “The only thing we say no to is lead time.” This was confirmed by an interior designer from Chicago who stated, “I was impressed not only by Das Holz Haus’s capabilities, but also by their willingness to push the creative boundaries.”
A dovetail solution
A new logo was part of the solution to DHH’s brand image and messaging problem. Matt, the designer on this project, worked on a new Das Holz Haus logo, a distinctive wordmark that is inscribed on the inside of every drawer Das Holz Haus builds. The goal for the new logo was to communicate excellence and elegance grounded in a heritage of German craftsmanship.
Another part of the solution was communicating specific messaging points that we had developed based on the marketing consultation. We went to work creating written copy and taking photographs to communicate those messaging points in an upscale 28-page brochure booklet that kitchen designers give to their clients to browse.
Creating the story brochure
Each element of the brochure—the photographs, the copy, the design, and even the feel of the finished brochure in the customer’s hands—would contribute to the goals for this part of the project.
Some of the goals were to showcase the aesthetic beauty and skilled craftsmanship of DHH’s work while giving potential customers a sense of the Das Holz Haus ethos—a company grounded in biblical values and an honest work ethic.
For example, the brochure shows one of owner LaVern Schlabach’s first pieces, a plant stand he made in the late 1970s. It tells about the company’s culture and values, showing the row of employees’ bicycles, and telling how employees play volleyball on lunch break.
Rosewood photographers Adrian and Lyndon traveled to the Das Holz Haus facility to capture these pictures and many others, which highlight the quality and creativity of the Das Holz Haus team. Some photographs zero in on aspects of DHH craftsmanship in the shop, while others display finished cabinetry in various rooms of the house.
The copy in the brochure needed to contribute to and reinforce the classy brand image we were creating. Our copywriter communicated the DHH message with graceful, flowing sentences and a touch of elegance.
Interspersed throughout the brochure are quotes of appreciation from DHH employees and a letter from the owner. One section includes quotes from interior designers who regularly collaborate on projects with DHH.
The combination of handsome photography and intentional copywriting resulted in a powerful brochure that clearly communicates a brand image that dovetails perfectly with the Das Holz Haus vision and mission. It gives buyers solid reasons for choosing Das Holz Haus to craft their cabinets.