As a considered forward step in their brand strategy Caple looked to utilise media that would not normally be part of the collateral for and appliance and kitchen manufacturer.

From this came the concept of the Lifestyle Magazine Design + Living. The magazine bought added credibility to the brand as well as creating a platform for a more subtle channel for product communication.

Branding
Art Direction
Copywriting
Photography

60,000+

products online and in-store

52

page magazine

800+

retail locations

The result was Design + Living. A fully populated 52 page magazine. As well as the expected Caple product profile, it included kitchen design, explanations of the latest in appliance technology and feature article from Josh Eggleton, the Caple Brand Ambassador and Jane Devonshire a previous MasterChef winner. 30 000 copies where distributed via trade magazines as an insert with a further 20 000 going out through kitchen showrooms and distributors.

Features covered everything from design, style and technology to product and food: The Caple Magazine had come of age.