Electrolux Group premium brand AEG unveils a bold new look and first ever sound identity to deliver a modern expression for the 137-year-old German brand. The new look and sound identity launches at the same time as AEG’s best-ever Kitchen Range.
“We are proud to present a sharpened and more contemporary AEG brand,” says Tom Astin, AEG Brand and Strategy Director. “Our consultations with consumers, together with strong product innovations, have been translated into a bolder and progressive expression – through visual and sound – with a world where distinctive characters play a central role alongside a color scheme that sets AEG apart from its competitors. The evolved color palette pays homage to our beginning as a brand back in 1887 by continuing to use red, but now sees the application of darker hues to create more cut-through and distinction. This is a modern update that strongly conveys our premium position in the market.”
Initial testing of the visual identity has scored well with global consumers and has been well received by retail partners. The update, done together with growth and transformation firm Prophet, is regarded as a great vehicle to carry messaging that convey AEG’s commitment to bold design and uncompromising innovation, as acknowledged by numerous third party awards and will be applied on all manner of go to market assets – from key visuals and online content, to events and in-store environments.
“Ensuring a brand remains relevant and distinctive is a big challenge for many brands. This refresh not only highlights the importance of evolving a brand with a rich heritage, but also stands as a testament to our creative partnership with Electrolux Group,” says Gregg Finlay, Executive Creative Director and AEG Account Lead at Prophet.
The Sound of AEG
AEG worked closely with MassiveMusic, a global market leader in the creation of sonic identities for multiple entities worldwide – from TikTok to Philips – to develop a first sonic identity for the brand. “This was a unique opportunity to bring contemporary edge and relevance to a trusted, household brand through sound. Taking inspiration from AEG’s heritage, design ethos and positioning, we blended warm, elegant strings with electronic textures, underpinned by a highly recallable melody. The result is a modern, warm and sophisticated, yet effortlessly cool, suite of sounds that are perfectly in tune with AEG’s new visual identity,” says Laura Jones, MassiveMusic, London.
“As well as a visual update, we have also tapped into the emotional short-cut that sound provides to create the first ever sonic identity for AEG,” Astin continues. “We wanted to capture the world of AEG in audio and asked ourselves what the personality of the brand would sound like?! Our tests placed the music suite in the 78th percentile for memorability and 80th percentile for appeal. We’re very excited to see this come together in the first instance to support the launch of our latest kitchen range and think the new sonic identity does a great job to reinforce our brand promise to Challenge the Expected.”
Updated identity launched at same time as new kitchen range
The new AEG Kitchen Range is the brand’s most significant full kitchen launch to date. It includes solutions in every product category including ovens, hobs, hoods, cold storage and dishwashers and is available across Europe from this September onwards.
More about AEG
We are AEG. We exist to challenge what you can expect from household appliances. From the origins of our brand over 100 years ago, to today, we’re driven by the belief that our consumers should never have to compromise. With an uncompromising approach to innovation, a drive to create sustainable solutions, and an unwavering commitment to pure and precise designs, we create appliances and innovations that allow our consumers to have it all, without compromise.
