Philips Premium Kitchen Appliances range for Russia
The challenge facing Philips in the Russian market was how to bridge the gap between the mainstream perception of the brand and the premium expectations of the Russian consumer. The global brand expression and product range required an adaptation to live up to Russian consumers expectations of high performance and high quality premium products to enable them to achieve perfection in the kitchen.
Through thorough market and consumer research in collaboration with the local marketing team and packaging design testing, a communication plan was developed for the launch.
The Premium Kitchen Appliances was successfully launched in Russia and raised awareness of Philips and changed its brand perception.
The Premium Kitchen Appliances was successfully launched in Russia and raised awareness of Philips and changed its brand perception.
Communication boards for testing
Pack design - front
Pack design - back
Philips Kitchen Appliances brand refresh
Defining global Philips brand re-fresh for Kitchen Appliances category and roll-out.
Philips global brand re-positioning to 'Innovation + you' and business focus shift to a Healthcare company was translated to Kitchen Appliances as 'The Power of Homemade Food'. The visual language that followed depicts 'real people, real moments, real homes'.
