Wolff Olins switches Indesit on

Wolff Olins has created a new brand identity for Italian domestic appliance manufacturer Indesit, with the aim of positioning the company as the “leader for young Europe”.

The branding consultancy has developed catalogues and signage to make the company stand out in its market.

Work started on the project in September 1997, and has included work on Indesit’s website, Pan-European advertising across 16 countries, TV ads, packaging and promotional material. There is also an image bank of 500 images for use in future advertising, catalogues and point-of-sale material.

Wolff Olins strategic consultant Marina Leopardi says pictures of people instead of appliances have been used “to create a feeling of boldness and energy which stands out in a world where pictures of machines are the norm”.

“The new identity reflects Indesit’s core values – simplicity, reliability, involving consumers and strength – and communicates a personality which is fun, modern and informal,” she adds.

The manufacturer’s four main product areas of cooking, cooling, dishwashing and washing, have been expressed through their own representative icons, in addition to four colours that are used randomly in bold panels.

Indesit marketing director Luca Manuelli describes the new identity as making the company a “really global brand. It has allowed us to give a new personality to a ‘dormant’ brand through a bottom-up process which generated a strong commitment by everyone in the company”.