Nude Brand Creation designs identity and packaging for Progress

Nude Brand Creation has designed the identity and packaging for Progress, an Electrolux-owned vacuum cleaner range set to launch across Europe later this month.

The Progress brand is unknown outside Germany, where it is manufactured, so its identity needed to cut through in stores, says Nude creative partner Mike Parsonson.

Taking inspiration from the breadth of the 100-strong product range, the packaging designs liken the products to the animal kingdom. This adds a ‘playfulness’ to the brand, says Parsonson.

Nude, set up last year by Bernard Gormley, Alistair Ferguson and Tony Enoch, was appointed to the project six months ago on the basis of its existing relationship with Electrolux.