Beautiful Bathrooms For Life
A category-breaking brand platform that renovated Reece Bathrooms and its consumer perception.
The Thinking: Reece Bathrooms, Australia’s bathroom-industry patriarch, had a perception problem. Consumers assumed its products were daggy and dated. But they weren’t. And the experience that comes with being an industry patriarch gave Reece an unrivalled understanding of bathrooms, and how Australians live in them. So we developed a brand platform built around what Reece actually sells: beautiful, long-lasting, life-accommodating bathrooms.
My Core Remit: Concept Development, Copywriting & Messaging
Renovating A Category Leader
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Proof Over Promise
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Renovating A Category Leader — Proof Over Promise —
Our creative deliberately rejected the clinical, product-forward aesthetic that’s typical of the bathroom category. It proved our platform, and celebrated real people with real relationships in real Reece Bathrooms.
Like all good brand platforms, Beautiful Bathrooms For Life influenced how the brand showed up across every touchpoint — from showroom floor to customer inbox.
The Reece Bathroom showrooms are where most customers actually spend. So our brand platform covered every part of it, ensuring a customer's first physical experience of Reece Bathrooms matched everything that came before it.
Our brand platform needed to work right down to a product and conversion level. It did this by retaining the warmth of our awareness comms, but with more focus on ‘beautiful bathrooms’ and less on ‘life’.
Reece Bathrooms’ complimentary consulting services and design tools were the brand's most powerful competitive differentiator. So we led with them, shifting Reece Bathrooms from retailer to advisor, driving higher transaction values and repeat business.
Longer form owned channels — like web and EDM — focussed on consideration and conversion. They pulled the brand's most powerful competitive levers, driving action, and helping every Australian create a beautiful bathroom for life.
Beautiful Bathrooms For Life acknowledged the importance of both form and function, giving Australians the confidence they needed to trust Reece with their bathrooms.