When reinventing Amana’s marketing we had to ask, “How do you make a 90 year old OPP appliance brand stand out in a category of young bucks obsessed with reinventing the wheel?”. The answer? By leaving the wheel alone.

While the competition rebuilt their products with more bells and whistles, we rebuilt our brand language from the ground up. We ended up with a new tone that mixes the same no-nonsense philosophy Amana puts in their products with a dash of humor resulting in a voice that’s hardy, honest and unapologetic in its own simplicity. We also explored a new more dynamic visual identity for the brand that lets our products shine and our new voice do the heavy lifting.