FD Gazellen Award
Conversions +145%
Organic clicks +253%
Clearly defined ICP per market, activated through targeted LinkedIn campaigns
1000+ qualified sales opportunities per year
Kiekens has been a trusted name in industrial dust extraction for over 115 years. Known for solid craftsmanship and reliable solutions, the brand had, over time, quite literally and figuratively become dusty.
Following the acquisition by Anders Invest and the arrival of a new leadership team, a clear need emerged: to preserve its heritage while setting a new course. Kiekens wanted to reposition itself as an industrial leader with room for international growth, new propositions, and greater commercial impact.
The choice that made the difference
Instead of leaving the past behind, we chose to actively leverage it. Not as nostalgia, but as proof of reliability and craftsmanship.
The strategy centered on balance: 115 years of experience as a foundation, combined with the ambition to evolve. By connecting craftsmanship to innovation and product leadership, a new strategic starting point emerged for Kiekens’ future.
A brand foundation that connects past and future
We repositioned Kiekens as an industrial leader, leveraging craftsmanship as a credible foundation for innovation and new propositions.
- Reframing 115 years of craftsmanship as distinctive proof
- Positioning centred around innovation and product leadership
- Data-driven market validation with a clearly defined ICP per market
- OKR-driven business planning as a compass for direction and growth
An identity that makes industrial strength visible
The new strategy required an identity that makes complex technology understandable while conveying authority.
- A visual system built around flows, representing dust particles and the core process: from pollution to clean air
- Exploded views, infographics and 3D visuals as storytelling assets
- A flexible style that works across static visuals, perspective, animation and 3D
- Broad applicability across website, presentations, symposia and social media
From brand to product marketing and launch
Beyond the overarching brand, we supported Kiekens extensively in product marketing for the new machine line.
- Support in naming the new product line
- Sharpening the market proposition and core messaging
- Preparation and execution of the full product launch
- Development of all assets: animations, product pages, coming-soon page, social assets and PR kit
- Redesigned the website as the central platform for the product story
From visibility to commercial impact
Together with partners Trendata and New-Media, we built a scalable, data-driven marketing engine.
- Flexible Webflow engine: a multilingual no-code website with full control for the marketing team
- Rapid launch of landing pages and A/B testing without developers
- Full-funnel authority through thought leadership, PR and social proof
- LinkedIn campaigns based on ICP and market insights
For Kiekens, we applied the Bunch Blueprint™, our method for transforming a brand into a system that provides direction, creates distinction, and delivers measurable performance.
Strategy Base
- Repositioning with heritage as a strategic advantage
- Data-driven market validation and ICP definition
- Clear direction towards innovation and product leadership
Design System
- Visual identity rooted in industrial processes
- Storytelling assets for complex technology
- Consistent application through templates and guidelines
Growth Cycle
- Scalable Webflow marketing engine
- Full-funnel content, PR and social proof
- Continuous optimisation for visibility, conversion and lead quality
We transformed Kiekens into a brand that leverages its heritage as a foundation for innovation. The result is an industrial brand with international ambition, strong product marketing and measurable commercial impact. Built on more than a century of craftsmanship.
“Bunch helped us re-unlock the value of Kiekens’ heritage, while building a brand that’s ready for the future.”
Jeroen Roeleven - Algemeen Directeur
