2017 is the year for Electrolux and their lead brand AEG to take a real step up.
Launching a completely new range of laundry products with a new approach to caring for your wardrobe, our challenge was to work together with the AEG team and take new products, new technology, beautiful imagery and bring it to life instore.
All of this in a space where the opportunity to be creative had been kerbed, this was a chance for AEG to continue the work to change the consumer viewpoint and create something that would move AEG to the top of the tree.
Going back to the drawing board with a blank canvas, this was all about telling the story of the stand out messages about the product, the new technology and the benefits in the home. Pushing the focus on to the beautiful product design and supporting this with messages that engage with the John Lewis customer and educate them on AEG.
Introducing a curved design into a space that is overrun with straight edges and white goods, created the stand out we were looking for and set in stone the premium feel and style that we were asked to bring to the table.
“The brief to Good was simple – help us create something that will give us incredible standout in John Lewis stores for our brand while conveying our technology messages. It’s a really difficult task because of how heavily governed these in-store spaces are, but Good delivered a range of excellent ideas - going beyond our expectations and really pushing the premium aspects of our new brand identity. We were able to work with Good and our retail partner to refine these ideas down to the final execution. Both John Lewis and our senior management were delighted with the impact of the end results”.
Chris George – Marketing Director, Electrolux UK.