Locations
Our brand is proudly red. And we have created a world around our colour to ensure that we own it. From our logo to call to actions and campaign images, to product details, we have embraced red to create a visually distinctive world that truly Challenges The Expected.
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Think of it as a red thread, tying together many diverse assets, ensuring greater cohesion, and stronger brand recall wherever our consumers encounter us.
Lighting our spaces
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Subtle reference to our Bauhaus roots, using linear and geometrical forms, occasionally with an unexpected twist
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Rich and sophisticated interiors referencing our primary, neutral, and tertiary palette
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Uncluttered environment with lots of space, including a few statement pieces rather than many small items, to reduce a sense of clutter
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Contrast of materials: woods, metals, and stone, to allow for our products to stand out and be heroed
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Design-focused propping mixed with some iconic, retro or pre-loved pieces, to signal that we are a responsible brand
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Introduce a sense of natural human warmth through propping e.g. a blanket thrown over a lounge chair, freshly cut home-made bread
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Propping should feel premium e.g. using glassware that feels hand-blown or choosing linen towels to convey a sense of higher quality
AEG environments
We have developed multiples environments, each designed for a specific range of products. We have a laundry room with a walk-in closet and a bedroom, in living room, and a kitchen. The room sets exist both in CG and some Live (kitchen).
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Individual product are not restricted to certain locations but please ensure it makes sense to show them in that respective environment.
Kitchen
Same principles as for the laundry room apply.
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When placing multiple appliances in the scene, make sure they are arranged in a logical and non-conflicting manner (e.g. can an oven be next to a fridge?).
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Relevant product categories:
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Food preparation
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Food preservation​
Room layout
Living room
Same principles as for the laundry room apply.
Relevant product categories:
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SDA
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Wellbeing​
Room layout
Laundry room
Our laundry room is designed in a modular way that allows the creator to adjust it to fit their creative needs. This includes, but is not limited to:
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Adding, removing and moving props and furniture
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Moving products around
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Changing colours - but make sure to follow general Colour principles
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Adjusting lighting - but make sure it fits the general Lighting recommendations
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Relevant product categories:
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Fabric care products
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Small domestic appliances
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Floor care
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Air care
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Room layout
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On the right you can see the floor plan of our laundry room. We have developed a set of recommendations for various products and/or their combinations:
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A single product is usually placed at the end of the block of cabinets on the left (1)
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Two products ("side-by-side") that stand next to each other are also placed here (2)
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Two products that are stacked on top of each other are usually located on the right (3)
The marks on the floor plan indicate where these products are usually placed.
Older laundry room
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For currently running Fabric care campaigns, we use our older laundry room. It does not feature our primary "proudly red" palette and instead relies on combination of natural tones and secondary colours from our colour collection.
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It is designed in the same modular manner as the current laundry room and has the same room layout.
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Bedroom
Please note this is still a work in progress.
Same principles as for the laundry room apply.
Relevant product categories:
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SDA
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Wellbeing​​
Room layout
