Global Commercial Kitchen Equipment

A brave startup taking on an already competitive market

Brand Strategy, Identity, eCommerce

Global Commercial Kitchen Equipment - Hero Image


Project Overview

Crafting a fresh brand identity and activation strategy for an eCommerce startup.

Global, a startup venturing into the fiercely competitive market of commercial kitchen equipment supplies, strategically partnered with simpl. Agency® to develop a robust brand identity. This initiative aimed at directly addressing their Unique Selling Proposition (USP), enabling them to surpass competitors and secure a significant share of the market.

Project Type:Rebrand

Industry: eCommerce

Services:Brand Strategy, Identity, Activation

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simpl. Method® / Brand Strategy

A brand strategy designed to cut through the noise in a highly competitive market.

Launching a new business in an already crowded market demands courage, determination, and perhaps a touch of luck. Clayton, the CEO and founder of Global, a seasoned professional in the industry, sought to understand what it would take to carve out a portion of the market share. The answer, as it often does, hinges on what sets them apart from competitors—the unreplicable essence of the business: its purpose.

Following in-depth workshops and stakeholder interviews, we pinpointed the core purpose of Global—to offer the highest quality products online, complemented by exceptionally personalised customer service.


  • Mission, Vision & Purpose
  • Positioning Statement
  • Brand Values
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“Thanks to simpl. Agency, our business has grown significantly since we launched the new brand and marketing campaign.”

Clayton Duckwitz

Clayton Duckwitz

Founder & CEO - GCKE

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simpl. Method® / Identity Design

A sleek brand image for instant recognition, balancing simplicity and impact.

In an industry often perceived as mundane, establishing a robust and distinctive brand image for Global proved crucial in vying with industry leaders. Global’s brand system, characterised by bold simplicity, aims to reflect the already established business prowess of delivering top-tier products at competitive prices. Departing from conventional imagery of commonplace kitchen equipment, we opted for lifestyle images showcasing the effectiveness of commercial kitchens enabled by Global’s products.


  • Vision Boards
  • Logo System
  • Type, Colour, Grid System
  • Art Direction
  • Brand Guidelines
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simpl. Method® / Activation

Reaching an online audience with an integrated launch plan.

To effectively connect with the target audience, we devised an integrated omni-channel activation plan, communicating the brand’s newfound Unique Selling Propositions (USPs). This encompassed the development of a new eCommerce website, social media assets, and a comprehensive digital marketing strategy.


  • Brand Messaging
  • Art Direction & Design
  • Website Design & Development
  • Branded Collateral
  • Social Media Assets
  • Digital Marketing Strategy and Execution
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simpl. Method® / Results

From start-up to a multi-million dollar eCommerce business in just 2 years.

Since the launch of the new brand and marketing strategy, Global has experienced year-on-year growth, establishing crucial relationships and achieving millions of dollars in product sales through their website. We remain committed to supporting Global in realising their vision and eagerly anticipate their ascent as a major player in the industry.


  • 460% increase in website traffic
  • 195% increase in conversion rate
  • Over $3m worth of products sold in 2023