Kenmore is America’s leading appliance brand and can be found in one out of every two homes in the country. Although the brand had maintained a leadership position, it was undifferentiated from its key major appliance competitors in the market and had no visual equity with consumers. Kenmore came to Ammunition to develop a new visual identity strategy and communication system that would revitalize the century-old, iconic American brand and create a stronger connection with a more modern audience.
Through the clever use of spirited language, bright color, simple and modern design and leveraging the word “more” from within the brand name, the new identity system ties all of Kenmore’s product offering together in the eyes of customers. We provided a look and feel for every part of the brand, from product packaging to in-store marketing to product manuals. The result is a visual presence that freshens the brand with a new energy and life, while still supporting Kenmore’s reputation for delivering solid, dependable products that families rely on.