The home appliance category was a sea of sameness, bringing white boxes to consumers with little design. By leveraging dark colors and bold design elements, the brewers stand out against the competition, and elevates the category.
Through extensive research with consumer focus groups, the communication hierarchy and overall packaging was optimized. By doing so, the packaging clearly communicates to the consumer the features and benefits they care about most as they are making purchase decisions
In addition to packaging, the new design was adapted by other partner agencies as inspiration as the rolled out new brand communication.