Sunbeam

Licensed Brand Extension

The monolithic brand identity used by this powerhouse small electrics brand proved overly restrictive in the highly segmented categories into which we were tasked with brand extension. We developed good-better-best sub brands designed to follow young households into maturity, as well as a series of college and first-time homemaker brands featuring lifestyle design and imagery.

Services: Brand strategy | lifestyle-base sub brand segmentation | Multilingual packaging | Structural package innovation | Trade collateral