Carolina Home Cabinetry

Repositioning a Local Cabinet Company for a Higher-End Market

The Situation

Carolina Home Cabinetry was previously operating under the name Bedrock Kitchen & Bath Cabinetry.

While the company delivered solid craftsmanship, their brand and website positioned them like a commodity provider in a crowded market. The visual identity, messaging, and online experience didn’t reflect the quality of their work or their ambition to move into a higher-end clientele.

They weren’t struggling with capability.
They were struggling with perception and positioning.

The COST OF THE OLD BRAND

Under the Bedrock identity:

The business blended in with competitors
The brand attracted more price-driven inquiries
The website focused on offers and discounts rather than value and trust
There was no clear foundation to scale into a higher-end market

In short, the brand was holding the business back from where it wanted to go next.

The Strategy

Instead of updating the website first, we focused on clarity and repositioning.

The decision was to:

Rename the company to Carolina Home Cabinetry
Establish a brand that felt local, established, and premium
Build a visual and strategic foundation that could support growth, not just marketing

This was not a cosmetic refresh — it was a strategic reset.

What We Did

Working through strategy and brand development, we delivered:

A new brand identity designed to signal:
Craftsmanship
Trust
Professionalism
Long-term value
A refined color palette rooted in warmth, clarity, and confidence (as outlined in the final brand presentation)
Logo systems and real-world mockups to show how the brand lives across:
Digital
Vehicles
On-site presence
Strategic direction for launching the new brand in the coming year

The result was a brand that finally matched the level they wanted to compete at.

The Shift (After)

With the new identity in place:

Carolina Home Cabinetry now has clear differentiation from competitors in the Piedmont Triad
The brand communicates quality before a sales conversation ever starts
The business is positioned to pursue higher-end clients without fighting price objections
The company has a scalable foundation they can grow into

While long-term metrics are still being gathered, the strategic clarity is already in place — which is the prerequisite for sustainable growth.