Becken Worten, Grupo Sonae

Context of the project

In recent years Worten (division of the Sonae Group dedicated to the sales of home appliances) has developed a policy of creating private labels, of which the Becken brand stands out. Becken is specialised in the sales of home electronics and appliances.


To build the Becken brand for home appliances, ensuring that it has its own distinct character and image in a mid/high range, with the objective that in the future it could be an autonomous brand not necessarily connected to Worten.


Within the conditions of a Private Label, a 360º strategy was created, which covers: the brand values, the portfolio structure, innovation policies, purchase strategies, design codes, image and positioning in the sales outlet and the portfolio of associated services.