Brand Challenge

The leading global innovator of premium heaters, humidifiers, fans and air purifiers had a disjointed image and packaging architecture. Consumers were confused by cluttered and inconsistent presentation at retail.

Compelling Results

• New brand architecture billboards at shelf, projecting US & international category leadership
• Consumer-driven segmentation defines product categories while differentiating models by feature/benefits
• New product/logo combination & element imagery clarifies product function & category