Breville wanted to attract a more affluent consumer willing to pay a premium for their kitchen appliances.
Research revealed, despite being one of the biggest players in small kitchen appliances, Breville lacked personality and relevance for consumers. Breville aspired to be positioned mid-market-to-premium yet, but due to aggressive discounting, the positioning was below this.
The approach was to develop the emotionally rich brand positioning: Turn on your creativity. With creativity as the focal point across all channels, including new brand packaging, advertising, point of sale and online – all expressed within a new visual identity and brand mark to show leadership, strength and creativity across all consumer touch points.