Be the master of your kitchen

AEG Mastery range

What we did
Catalogue guidelines, tone of voice, on product communications, literature, animations


The project
How often have you bought a fancy new kitchen appliance, and not made full use of its many amazing features? It’s easily done. AEG wanted to inspire consumers to take their cooking to new heights and be the masters of their own kitchen.

AEG are visionary pioneers. Always one step ahead, their appliances have intelligent technology and exceptional performance built in. They had recently gone through an exciting refresh of their premium brand. Taking this new visual identity as our starting point, we were tasked with launching their new AEG Mastery Range across Europe in both the retail and the kitchen channels – engaging both consumers and trade. Dialling up the innovation is key. But to truly master it and explain to consumers what each feature could do had to come from the passion of food and creating exceptional flavour and dishes.

We demonstrated how great taste comes down to mastering the details in each step of the cooking process. From sourcing ingredients and recipes to preserving food and savouring culinary moments, we offered the inspiration to take cooking to the next level using the unique ‘one touch’ technology and responsive design of the AEG Mastery range.

In other words, we got up close to the technology through food – showing what you could achieve in the kitchen.

To convert shoppers into owners of AEG appliances and bring the new brand refresh to life across Europe, we designed a whole new catalogue system with an accompanying catalogue toolkit for markets to use. We engaged consumers and trade with AEG technology through animation, on-product comms, innovative content and a series of brochures.

AEG, Mastery, icons, spreads
AEG, mastery, spread, design
AEG, Spreads, design, Mastery

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