Partner Content
Jun 21, 2018

Partner Content: How do you make industrial design sexy?

Celebrating the best in UK creativity at Cannes

Partner Content: How do you make industrial design sexy?
Craft (Industry)
Silver Lion: Design Language
Agency: Grey London
Client: Braun
 
Braun is a victim of its own success. Having carved out a place in industrial design history, a lot of today's product designs pumped out by multiple brands owe a huge debt of gratitude to Braun. That was its problem – having once been distinctive, it had become generic. Just another shaver brand.
 
So last year, UK creative agency Grey London and the iconic German company put their heads together and came up with an across-the-board creative solution that echoed the words of legendary Braun designer Dieter Rams: "Good design is as little design as possible."
 
Using geometric graphical elements from its 60-year past, Grey London came up with a "design vocabulary" that distinguished it from its rivals. So well received was this new design ethos, it is now being used wherever Braun interacts directly with consumers across multiple touchpoints, whether in its advertising, in stores where Braun products are on sale, on its product packaging and even in its internal communications.
 
As a result, Braun rediscovered its mojo and reinvigorated its brand. And it’s a rethink that appears to be having a  global financial impact, with Braun growing its sales in 2017 by 5% to €6.8bn ($7.9bn).
 
 
 
Source:
Campaign India

Related Articles

Just Published

21 hours ago

No internet, no problem: AI dials up Bharat

Centerfruit’s tongue-twisting Voice AI campaign proves rural India doesn’t need screens to engage—just smart tech with local soul.

21 hours ago

Magna forecasts a 7.7% increase in India’s adex for ...

With no elections or cricket highs, India’s INR 1371 billion adex proves that digital muscle, data depth, and media shifts are driving real momentum.

1 day ago

WPP global comms boss Chris Wade steps down

Former Ogilvy UK CEO Michael Frohlich will replace Wade, who leaves the holding company after 13 years.

1 day ago

Cookies crumble, privacy prevails: Marketing’s new ...

The era of lazy personalisation is over. Epsilon senior vice president for analytics believes that marketers must now trade third-party tracking for first-party trust, clean data, and cultural transparency—or risk fading into irrelevance.