Product Launch Assets & Medallion Packaging
Print | POP | Graphic Design
THE ASK
Drive preference and purchase interest for the KitchenAid line of commercial-style ranges among in-market consumers. Make KitchenAid the “badge brand” in the commercial-style cooking space for those consumers who actually use and expect more from their cooking tools. Messaging must align with:
Brand Purpose: We exist to create possibility in the Kitchen.
Campaign Direction: The kitchen is my workshop, aligns with the current Mark of the Maker campaign, and creates a sense of playfulness.
Product Positioning: The performance and style equal my culinary skills.
Creative Teammates: Renee Mahoney (CD), Kelly Neill (ACD), Emily Nickerson (Copy Writer), Brian Elise (Print Production Specialist)
SOLUTION
My Role: Initial Concept internal presentation and Development, Photo Collection, Mood-board and Shot List creation, Presentation to Creative Director and ACD, 3D Mockup of Concepts, Handoff of design files to pre-press review and print testing. Test print and product placement review. Final print test review.
Final Concept:
In-Store Display Kit, Product Feature Videos, Custom ordered Mini Range Color Swatches.
Display kit includes: Kit Label, Premium Acrylic Brochure Holder, Feature Brochure, Accordion perforated Color swatch Brochure, Lenticular burner P.O.P., Hidden door panel sticker P.O.P. with QR code that takes customer to an food inspired Color Story Video.
2020 In-House Agency Forum Creativity Awards Gold Winner in Multi-Media - Campaigns for KitchenAid Commercial-Style Range Launch
Commercial-Style Range Handle Medallion Kit
Print | Packaging | Art Direction
THE ASK
The new KitchenAid Commercial-style range line will now incorporate the brand medallion into the handle of the product. With this launch, we will also expand the medallion color offerings that consumers can purchase to “customize” their commercial-style range once it is in their home.
Develop packaging for medallion sets that will elevate the perception of the medallion to be more than just a part. This packaging should make it feel special for the consumer to receive upon purchase. Like a special gift.
The Packaging should be designed to hold a set of 2 medallions and an allen wrench. It will need to include a brief letter and instructions from the brand related to the medallions.
SOLUTION
My Role: Initial Concept Development, Presentation to Creative Director and Client, 3D Mockup of Concept, Handoff of design files to Client for Vendor review and print testing. Die line Review and Editing. Pre-Press Review. Test print review.
Final Concept: Clean edges and folds wrapped in a metallic ribbon provides the "unboxing" experience necessary for this kit to be perceived as a gift to the customer.
Once opened, the box speaks to the "maker" through a heart touching greeting across from a set of medallions that sparkle like jewelry.
Similar to the idea of a pair of ear rings these medallions are attached to this folded panel that contains instructions and the tool necessary to install these sparkling gems onto your commercial-style range handles.
A small call to action is revealed once the instructions panel has been removed from the box. This brief interaction can bring makers together on a social level to share in the fun customization experience of their prized appliance.
