10 from
Robomow
Man-robot relationship across the world
4920 website
Robomow is a Home Robotics company, focusing mainly on robotic lawn mowers. After 15 years of activity and achieving 2nd place in market share in various European countries, it needed to establish its position and strengthen its brand. Audience was mainly distributers and marketing partners from Norway through the UK to the Czech Republic, but the REAL audience was end users. The category is fast growing and competition is fierce: home appliances giants such as Bosch, gardening kings such as Wolf Garten, senior motor brands like John Deer and Husqvarna, and world class innovators like Honda.

We identified the key to next level success in redefining not only technology or features, but the essence of human-robot relationships. In short, brand character and promise were built upon the insight that we all recognize and attach a personality to moving objects around us (a phenomenon known as Anthropomorphism). The product's and brand's identity was designed as that of a helpful and happy teammate, communicative and eager to help with home chores.

Following the identity and design phase, we designed a comprehensive implementation process: from rewriting and redesigning marketing materials for 21 countries, through leading workshops with international and local partners, to reconstructing brand architecture and enriching product design, as well as developing  a new website and app – all to enable a new relationship on all levels. The new approach was fully endorsed by all partners in all markets, and we now continue working together on future plans and developments.

Robomow's growth now exceeds the category's. We love being on the team.

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