How do you improve on perfection?


What we did
Brand refresh, brand guidelines, retail guidelines, catalogue guidelines, tone of voice, art direction, product launch materials, literature, POS, merchandise


The project
Not the easiest of briefs! We started with some questions. Had AEG become too perfect? Too high-end? With their exceptional levels of appliance performance, their focus on intelligent technology… had the passion and spontaneity for real cooking disappeared from their brand?

AEG’s brand had come to be seen as rather cold and mechanical – out of kilter with its desired positioning of ‘perfection with a human dimension’. We were tasked with rebalancing the brand, making sure the emotional values were equally represented.

We introduced a stronger sense of warmth and humanity while retaining their positioning as visionary pioneers. Always one step ahead. So when AEG were ready to reveal their new range of appliances, we could dial up the emotive cues with a new colour palette and striking food photography (courtesy of renowned food photographer Rob White). The result is a brand that once again lives up to the ‘perfekt in form und funktion’ promise.

To support the launch of appliances across 17 European countries, we created the Neue Kollektion – an exciting refresh of AEG’s premium brand.

Photography: Rob White
Food stylist: Annie Nichols


food, photography, tasty, bright
AEG, branding, spread, design
AEG, bags, photography, sweet