kitchenaid Packaging redesign

Fresh design for a new product.

Role: Creative Director and Hands-On Designer

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Problem

KitchenAid needed help solving a packaging problem that was two fold - how do we make updates to a current packaging line without a full redesign and what does it look like to add another product to the existing line.

Scope of work needed to deliver on the following key objectives:

  • Keep the product packaging overall design in-line with the current design but with modifications.

  • Introduce a new addition to the line that was a premium offering.

  • Expand packaging design to aid with display capabilities.

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SOLUTION

A fresh take on the front of the packaging to highlight the stunning features of each blender and modifications to the side and top panels for messaging expansion and product detail allowed the packaging to give the product a voice and help consumer make the correct product selection with confidence. The design upgrades on the side panels of the packaging was messaged to retail distributors to help give them diversity in their product displays without extra signage.

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RESULTS

Retail distributors loved and embraced the packaging upgrades and guidelines to help set the product displays with impact. Sales of the new product line was up over 12% of projected estimated Q1 earnings. In all, a great success for KitchenAid’s small appliances line.