Redefining Premium
Redefining Premium
AEG Laundry
AEG Laundry
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Born out of the needs to replace and modernize an ageing, no longer competitive high end platform, the new solution was to be the enabler for promoting new fabric care technologies, innovation, and performance in fabric care for premium brands AEG and Electrolux. This was step 2 of a major design and platform update for the AEG brand and laundry business group. New features such as XXL doors and patented ProTex drum, autodosing and self cleaning dispensers, enhanced washing cycles, and connectivity were introduced addressing market needs and consumer desires. The range has some of the quietest washing cycles on the market that minimize both usage of energy and water whilst caring for the fabrics.
Building on AEG’s rich heritage and following it's ‘Form Und Funktion’ mantra, the new design encompasses and stretches the ‘Evolution not Revolution’ premise. It expresses the core values of the brand - Gentle Strength, Purity, Precision, Performance, Dependable - while ensuring consistent alignment across the range, and addressing core segment customer needs while integrating seamlessly into the home living space. AEG products should be outstanding, but not disrupt the harmony of the kitchen or utility space.
Building on AEG’s rich heritage and following it's ‘Form Und Funktion’ mantra, the new design encompasses and stretches the ‘Evolution not Revolution’ premise. It expresses the core values of the brand - Gentle Strength, Purity, Precision, Performance, Dependable - while ensuring consistent alignment across the range, and addressing core segment customer needs while integrating seamlessly into the home living space. AEG products should be outstanding, but not disrupt the harmony of the kitchen or utility space.
Process
Process
Multiple explorations on various aspects of the ranges' physical design were undertaken during the development process to ensure the 'refined look and feel' was met while reflecting the brands premium level status. A variety of door designs and premium material combinations explored to visually tell the story of the extra large capacity and durability, whilst inviting interaction but not visually over powering the overall aesthetics. Drum pattern designs to interpret 'fabric protection' during washing cycles, reducing wear and tear on fabrics, whilst maintaining enhanced washing and drying performance. Explorations on the UI, visual directions and layouts where developed to balance and reflect the brand values, whilst pushing for enhanced usability based on tailored performance and logic.Manufacturing requirements of the new platform were based on assembly cost reduction through modularization, performance, simplicity, durability and a shared chassis between FL washing and TD drying allowing for total design alignment to create a perfect complementary pair regardless of levels.
This need for total visual alignment across the whole range was imperative to the acceptance and exceeding both consumer needs, desires and market benefits. The end goal... allowing the perfect wash and dry experience with expert unrivaled care.
The AEG 6000 - 9000 Series range was officially unveiled at IFA Berlin in 2016, and since has been a great success in the market, consistently voted top laundry product for performance, aesthetics, features and value for money in numerous forums from home and tech magazines, to expert testing review sites and consumer organisations.
The AEG 6000 - 9000 Series range was officially unveiled at IFA Berlin in 2016, and since has been a great success in the market, consistently voted top laundry product for performance, aesthetics, features and value for money in numerous forums from home and tech magazines, to expert testing review sites and consumer organisations.
Project date, 2012-2014
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