CNC Cabinetry
Case Study
From regional player to national brand
the challenge
CNC Cabinetry was an established, fairly-recognized cabinetry brand when they approached us for a rebrand. After some prior setbacks, the company had started to grow consistently, and felt that its current look, narrative, and overall perception did not match its standing in the industry.
what was their next?
A Northeast-based brand for 20+ years, CNC was looking to go a lot bigger. With an ever-expanding product line, they were eyeing new markets across the country, but needed a new image and narrative to break into those areas unfamiliar with their brand.
the process
When it comes to making a distinctive brand claim, either go big or go home. CNC’s combination of affordability, industry-leading turnaround times, quality, and vast, ever-expanding product lines resulted in an offer craved by every stakeholder, from dealer to end consumer: Value
Value for the dealer (turnaround times, quality products)
Value for the designer (beautiful, quality products)
And of course, value for the end user (quality, affordability).
To that end, we centered the CNC narrative on being “America’s best value in cabinetry”. A definitive, distinctive claim.
Visually, we emphasized a transformation towards a more unified and modern identity, maintaining brand recognition while updating its appearance to appeal to contemporary aesthetics.
the results
Since rebranding, CNC Cabinetry has grown exponentially from regional player to nationwide brand.
Say the name CNC to anyone in the industry, and they’ll know “America’s best value in cabinetry”. This narrative has guided their expansion, product choices, and the innovative programs it has since launched.
