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Chicago based 45 Irving came up with a new re-brand for JENN-AIR a luxury home appliance manufacturer. This video and campaign, and brand direction are wildly different than anything they were conservatively doing before.

Is it bonkers? Or is it just bonkers enough? In either case, it is going to capture people’s attention. I think without a doubt the prior branding for was kind of tame and expected as you can see below:

Old Brand ID for

New Brand ID by 45 Irving for

I think it is safe to say that while the video is really wild and maybe too out there. The actual brand update itself is pretty clean and the application of it is pretty well thought through. The typography is a little unorthodox but its fun in this campaign, I am not sure how much it will impact their future headlines or websites decision making but it is different in a positive rule-breaking way.

Screenshot Taken from:

It’s well-handled as a brand application for their new product lines. I think it really works in a sophisticated manner. I don’t know how I feel about the “get on the list” elitism in their messaging/tonality, as it seems a bit counter-intuitive to their break the rules video when their asking people to conform to being on a list. But just the same the brand art direction and panels were well executed for this new portion of their website.

Follow the discussion on this over at:  Under Consideration Brand New

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