Three core brand values – “pure, clean and powerful” – were chosen to drive the look, feel, and user experience of this new product line.
Bresslergroup created a holistic experience across three products whose every element and interaction reflect those values.
To smooth Fellowes’ expansion into a new product category, Bresslergroup created a line of air purifiers designed to showcase and strengthen the company’s longstanding brand values.
After years of being known for one product – paper shredders – Fellowes saw an opportunity to maximize its connections with major consumer office-supply distribution channels by expanding into a new category. They asked Bresslergroup to help design a line of air purifiers and a product branding strategy that supplements the company’s image of sleek, intelligent, and innovative.
Bresslergroup guided stakeholders through a formal process, starting with work sessions to determine the values – “pure, clean, and powerful” – that would drive the visual brand language (VBL) development. We translated these values into a lozenge profile whose simple shape and soft-edged, rectilinear, and approachable VBL distinguish it from boxy competitors. Its seamlessness is uninterrupted by an intuitive touchscreen user-interface with enlarged, user-friendly icons and a quietly powerful blue, red, and amber palette.
It was important to Fellowes that AeraMax qualify for an Energy Star Rating. A Life Cycle Analysis revealed that “vampire draw” was zapping 20% of the total energy used. While competing air purifiers are always on or in standby mode, Bresslergroup and Fellowes decided to add an on/off switch. The decision increased manufacturing costs, but it ensures a higher efficiency appliance with a better environmental impact than its competitors.
Because Fellowes planned to sell the air purifiers internationally, Bresslergroup developed a pictogram language that can be understood in any language and user-tested the icons to make sure their meaning was clear.