Affresh High Efficiency Washer Cleaner
The Essence of Affresh Branding
Brand Guide and Identity Standards; Asset Management Website
The Affresh brand is now an extended line of home cleaning products
Affresh brand & product innovation launches new home cleaning category and successful product line
A breakthrough, convenience product to remove odor-causing residue that can build up in High Efficiency washing machines.
Why?
An opportunity to define and lead a new category of care for buyers of HE washers by helping them keep a clean and fresh laundry room.
Did you notice?
Brand mark character, colors and packaging design elements connect with performance, confidence and environment - the key functional and emotional positioning strategies for the brand and product.
An R.BIRD Note
Project included brand positioning strategy, identity standards, new product packaging, line extension, P.O.P. and marketing support. Unit sales of the product at launch (one million plus) exceeded all expectations.
See Also:
American Graphic Design & Advertising
American Graphic Design Award
American Package Design Award
Big Book of Packaging
Trademarks USA
Client Whirlpool Canada, Whirlpool Corporation
Industry Appliances, Cleaning Products, Home Improvement DIY
Scope of Work
Our PROCEDE process discovered three, complementary platforms for brand development, from which 19 valid, actionable brand & packaging concepts emerged.
