Kenwood Packaging

Packaging

Branded Other

FLB Ltd

EXECUTIVE SUMMARY

Kenwood, part of the De'Longhi group, is a large brand of small domestic appliances (predominantly kitchen appliances) that sell in over 1 00 countries. Until 2008 Kenwood's packaging, despite theoretically following a design template, was inconsistent as each product's pack communication was led by the product attributes rather than the brand. It was also split into two quality tiers, core products in a predominantly blue pack and premium products in silver.

In 2008 Kenwood agreed a set of ‘Brand Fundamentals’ and tasked fib with developing a consistent brand and packaging approach that ensured that all visual manifestations of the brand reflected those fundamentals. This led to a single tier of quality so that all Kenwood products are seen as best in class, whether a white plastic kettle or a kitchen machine worth several hundred Euros.