The challenge
The word “passion” is omnipresent in most company service descriptions. But what else can you call a business that started when, while decorating your own home, you fell in love with vintage radiators and accessories?
Classic Comfort is the largest cast iron radiator warehouse in Europe. The products offered include both new and vintage radiators, the latter being restored to their former glory. Some vintage radiators are over 100 years old and are carefully revitalized through specific industrial processes to ensure they function perfectly. Additionally, Classic Comfort has introduced various classic-style valves, switches, and other electrical interior accessories to the market.
Strategy
A great product is the substance. Branding and photography are the language that tells people why it matters. Our Belgian client, Classic Comfort, wanted its brand identity to reflect the cozy, classic atmosphere of a room, where a vintage radiator is the central piece. As a result, the entire brand identity and marketing strategy were built around a modern concept, while still being strongly defined by vintage accents.
We created an English-language website, followed by Flemish, Russian, French, and German versions to make information accessible to a broader audience. This approach successfully attracted clients from multiple countries, sparking their interest in vintage radiators. Communication efforts have been supported through a presence on social media and printed materials, such as brochures and advertisements in industry magazines.
A great product is the substance. Branding and photography are the language that tells people why it matters.
Elegance is social
Using social media, we educated the public about classic style and how these vintage pieces can be integrated into a modern interior.
The Facebook and Instagram pages have been appreciated by fans interested in heating and interior design, making these two channels an important addition to the process of attracting customers.
Photography
We aimed to leverage the target audience’s preferences by offering them concrete examples of how Classic Comfort’s products look. We focused heavily on the idea that “your home could look like this,” and the results quickly followed.
Outcomes
Our collaboration with Classic Comfort has continued since 2012, thanks to positive results and an exceptionally strong professional relationship. Over this time, Classic Comfort has grown into the largest vintage radiator warehouse in Europe while also thriving in the market for new cast iron radiators.
