Nude Brand Creation rationalises BSH packaging

BSH Group, one of the world’s three leading domestic appliance manufacturers, is embarking on a series of packaging redesign projects, to provide a more consistent look across its product ranges.

The company has appointed Nude Brand Creation to create a new packaging identity for vacuum cleaner brands Bosch and Siemens.

The concepts, which have just been approved, could potentially be rolled out to brand BSH’s extensive small appliances portfolio. The intention is to improve consistency across BSH packaging in general.

Nude has not yet, specifically, been appointed to work on this latter project, but it has ‘started with floor care and there is a strong possibility that the identity will be applied to all other small appliances’, says Bernard Gormley, co-founding partner at the consultancy.

Designed by Mike Parsonson, creative partner at Nude, the packaging for Bosch and Siemens seeks to introduce a more uniform look, while communicating the ‘softer’, more emotional sides of the brands.

Richard Weidenbach, director of marketing and communications at BSH, has been overseeing the project.

Nude was appointed six months ago, following a two- phase creative and strategic presentation process. The revamped Bosch and Siemens packaging is expected to launch next summer.

  • BSH is a joint venture between Robert Bosch, Stuttgart and Siemens, Munich.
  • The company has annual sales in excess of 26.8bn (£4.6bn).
  • It is the market leader in Germany.

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