Turning established manufacturer into contemporary design brand. Regba is the most dominant brand of kitchen manufacturers in Israel since 1964. Despite the brand's seniority and experience, the brand was "unattended" during the past 10 years which led to loss of its mental leadership. The branding process led us to redefine the brand promise and its values. The idea in the renewed brand is based on the fact that the kitchen is not just a functional room, hidden away, but the actual heart of the home.