Kenwood Packaging

Kenwood’s product packaging was inconsistent and out of step with its brand values. In 2008, the company decided the time had come to put things right.

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...

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