The brand tells the story of AEG being 'Always An Idea Ahead' with products that demonstrate Ultimate Responsiveness & Exceptional Results.

Instead of talking about technical features AEG now speaks about the benefits of the product. Demystifying what an appliance does. We built a visual language out of the icons that appear on appliances to elevate them and explain what a product actually does. A distinctive imagery style and direct ToV, explains the responsive product features and the amazing results achieved.

The refreshed visual identity uses a highly distinctive, and more importantly,distinctive twist on the usual bright whites in the category by shifting to a rich & dark Carbon colour, punctuated with vibrant splashes of the AEG brand red.

This effectively positioned the brand as a more premium, considered offering, communicating directly to its audiences tastes.

The aesthetic was spread to the photography art direction, all shot on the brand Carbon colour, using an abundance of space, and highly stylised approach to both food and fabric that tied them together while communicating the new brand idea.

A sophisticated new typeface was added, along with a proprietary iconographic style, based on our typographic forms and inspired by the icons found on AEGs appliances, allowed the brand to tie the technology of their products to the results shown in the imagery.

Results are proprietary and are detailed in the 'confidential info for jury' section and cannot be shared at this time.