A Man’s Best Robot

Remaking a Robotics Leader

Robomow is a home robotics company that makes lawn mowers. After 15 years of activity and claiming a No. 2 market share in several European countries, Robomow wanted to strengthen its positioning and refresh its brand.

Big Competition

Though its clients were mainly distributors and marketing partners in locations from Norway and the U.K. to the Czech Republic, Robomow’s real audience was consumer end users. The home robotics industry is growing fast and there’s fierce competition, including home appliance giants such as Bosch, gardening kings such as Wolf Garten, venerable motor brands like John Deer, and world-class innovators like Honda.

App-Assisted Inhale Optimization

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

Explaining Syque to Stakeholders

Following the identity and strategy phase, we designed a comprehensive implementation process: from rewriting and redesigning marketing materials for 21 countries, to leading workshops with international and local partners, to reconstructing Robomow’s brand architecture, and enriching product design. We also developed a new website and app to facilitate a new relationship on all levels. The new approach was fully embraced by partners in all markets, and we continue to work on future plans and developments.

Robomow's growth is now faster than the home robotics industry. We love being on the team.