Breville: The creative kitchen

The home of creativity: a Breville blender with fruit hot air balloons

Breville was one of the UK’s biggest small kitchen appliance brands, but it had no personality. We made it the home of creativity.

Three street posters: Creativity pours, To the moon and back, For a home full of ideas

Challenge

Breville was big and well known, but functional and undifferentiated.

The task was to make it desirable: a brand with personality and a clear reason to choose it.

Where creativity rises: a hand mixer in hills of flour under clouds of egg white

Solution

We moved Breville beyond product features and positioned it as The Home of Creativity: a brand for a more creative, image-conscious and sociable audience, that inspires people to experiment and make everyday cooking special.

The idea came to life by treating food as a medium for creative expression.

Store experience: The home of creativity lightboxes in a kitchen shop

Breville pop-up kiosk with fruit and vegetable illustrations

Tablet ad: The home of creativity, a watermelon raining seeds

Packaging for a 4 slice toaster and a steam iron, in white, grey and black

Rise and shine: a red stand mixer between an orange sun and a cheese moon

The result

Breville went from a functional appliance brand to a desirable, distinctive one, and connected with a more affluent consumer.

The work was Highly Commended at the 2016 Transform Awards Europe for Best Visual Identity in Retail, and contributed to Breville’s best year ever.

Station billboard: Make. Experiment. Create.

My role: Lead designer: took the identity from concept to guidelines
Agency: Further
Duration: 3 months
Scope: Positioning, brand, key visuals, retail experience, packaging, OOH

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