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Viners, owned by Oneida International, is launching a new logo and corporate identity, as part of its strategy to become the first choice brand for home cooking, table presentation and eating.
The new identity, developed by the in-house design team, repositions Viners as a user-friendly homewares brand with broad appeal. The logo is intended to convey the traditions and quality of Viners products, along with the enjoyment of cooking, dining and design, and will be rolled-out across all packaging, products, point-of-sale during the course of 2007.
Viners will be launching a number of new product lines in 2007 including new dinnerware, cookware and knife collections, and expanding into areas such as tabletop accessories and gift products. The new products and positioning will be showcased at the forthcoming Exclusively Housewares show.
Helen Miller, Marketing Executive for Viners, comments: "Viners has a strong heritage in the UK thanks to the success of its cutlery collections. This year, our aim is to build upon our established position in the homewares market and introduce new ranges that will make us known for being more than the major cutlery brand in the UK. Our new logo and NPD plans promise to inject excitement into the Viners brand, supported by a new website and PR campaign to raise consumer awareness”.
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