Whirlpool Refrigerator Water Filters
The Redesigned Whirlpool RWF Product Line
Understanding the marketplace and how the customer chooses the product.
Previous packaging was varied, lacked branding and marketing focused on parts.
Materials and imagery work together to create a performance and purity balance.
Brand and packaging design system redesign for better communication and consumer education in home appliances
Only a small percentage of refrigerator owners actually replace their water filters as recommended. As a leading manufacturer of refrigerators, Whirlpool is in an ideal position to leverage their brand to create a premium, category-leading line of refrigerator water filters.
R.BIRD studied the marketplace, customer motivations and developed a "purity and performance" platform on which we created a new system of packaging design and information architecture.
The result is a trilingual, unified package line that leverages multiple brands and makes it easier for consumers to choose the right filter.
A unified package line creates a premium, category-leader presence and makes it easier for consumers to choose the right filter.
A small percentage of refrigerator owners replace their water filters as recommended.
Did you notice?
Both PUR and Whirlpool brands are leveraged in a consistent communication architecture.
An R.BIRD Note
The packaging imagery and materials work together to communicate purity and performance.
Client Whirlpool Corporation
Our PROCEDE method resulted in a clear information system to assist consumer in making better choices.