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, and their focus on intelligent technology… had the passion and spontaneity for real cooking disappeared from their brand?

Taking stock of the situation
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.

A human touch
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.

Photography: Rob White
Food stylist: Annie Nichols