With the launch of a major range of new appliances on the horizon, Zanussi briefed us to reflect their ‘surprisingly affordable’ positioning and give a more contemporary take on their Italian heritage. We also needed to achieve maximum stand-out in a retail environment where space is cluttered and consumer attention is hard to grab.
The Zanussi brand is about simple Italian design that looks great, ease of use and surprising affordability. We refreshed the brand to cue these attributes and to communicate Zanussi’s optimistic, modern and easy-going personality.
Trade Show Design: D'Art-Design Gruppe
First we rebalanced the colour palette – reclaiming the yellow and black colours as more dominant parts of the brand toolkit. We introduced a bar to underline the logo, using the colours from the Italian flag to signify Zanussi’s heritage. We also developed a very bold and simple headline style that focused on key benefits – because finding the right appliances for consumers should never feel like a chore. In line with this we also developed a lighter and more conversational tone of voice.
Thinking about the different types of retail channels, we also created slightly different approaches for electrical and kitchen design studios to optimise consumer impact on the one hand while appreciating the differing needs of the two environments on the other: yellow is used as a primary colour for stand out in busy electrical retail environments, while black is used with a subtle accent of the yellow for kitchen design studio outlets.