US – While the home appliance sector remains largely conventional, vacuum and appliance company Airsign is undergoing a brand refresh to align with Millennial home aesthetics. Its new identity by creative agency High Tide takes inspiration from themes such as 1980s futurism, European car design and Japanese minimalism.
As part of the rebranding, High Tide is positioning Airsign’s products as tools for modern living. In this way, the brand is offering both products and communication that reject the staid identities that are common to the sector. As Danny Miller, founder and creative director of High Tide, explains: ‘Vacuums have seen little to no innovation over the years and the industry was begging to be improved, not just in their design but how they were communicating their value to users and the world.’
By offering new directions in the home appliance space, Airsign aligns with the shift towards more experimental home care marketing that taps into pop cultural references, while also beginning to challenge staid design cues.
How can your company disrupt traditional design aesthetics to make everyday products more exciting and relevant for next-generation audiences? Consider how new materials, size and scale can be played with