Singapore – Electrolux Group’s premium brand AEG has unveiled a bold new visual identity along with its first-ever sonic branding, marking a modern evolution for the iconic 137-year-old German brand.
AEG partnered with growth and transformation firm Prophet to create its new visual identity, designed to reflect the brand’s commitment to bold design and uncompromising innovation. The updated look, recognised by numerous third-party awards, will be applied across various marketing assets, including key visuals, online content, events, and in-store displays.
“Ensuring a brand remains relevant and distinctive is a big challenge for many brands. This refresh not only highlights the importance of evolving a brand with a rich heritage but also stands as a testament to our creative partnership with Electrolux Group,” says Gregg Finlay, executive creative director and AEG account lead at Prophet.
According to AEG, the initial testing showed strong results, with the refreshed branding scoring well among global consumers and receiving positive feedback from retail partners.
Tom Astin, AEG brand and strategy director, said, “We are proud to present a sharpened and more contemporary AEG brand. Our consultations with consumers, together with strong product innovations, have been translated into a bolder and progressive expression—through visual and sound—with a world where distinctive characters play a central role alongside a colour scheme that sets AEG apart from its competitors. The evolved colour palette pays homage to our beginning as a brand back in 1887 by continuing to use red, but now sees the application of darker hues to create more cut-through and distinction. This is a modern update that strongly conveys our premium position in the market.”
Meanwhile, for its first-ever sonic branding, AEG also collaborated with MassiveMusic, the company behind sonic identities for brands like TikTok and Philips. Together, they crafted a unique sound identity that aligns with AEG’s modern brand evolution.
“As well as a visual update, we have also tapped into the emotional shortcut that sound provides to create the first ever sonic identity for AEG. We wanted to capture the world of AEG in audio and asked ourselves what the personality of the brand would sound like?! Our tests placed the music suite in the 78th percentile for memorability and the 80th percentile for appeal. We’re very excited to see this come together in the first instance to support the launch of our latest kitchen range and think the new Sonic identity does a great job to reinforce our brand promise to Challenge the Expected,” Astin explained.
Laura Jones, GM and director of client services for the UK at MassiveMusic London, added, “This was a unique opportunity to bring contemporary edge and relevance to a trusted, household brand through sound. Taking inspiration from AEG’s heritage, design ethos, and positioning, we blended warm, elegant strings with electronic textures, underpinned by a highly recallable melody. The result is a modern, warm, and sophisticated, yet effortlessly cool, suite of sounds that are perfectly in tune with AEG’s new visual identity.”
AEG’s bold new look and sound identity debuted alongside its latest Kitchen Range, featuring AI-assisted cooking technology. The range includes AI TasteAssist, designed to help consumers elevate their cooking with smart, intuitive features.
