Audrey brand identity
Audrey brand identity
Audrey brand identity
Audrey brand identity
Audrey brand identity
Audrey brand identity
Audrey brand identity

Audrey brand identity

Turner Duckworth, San Francisco, California, 2000

Description

Audrey isn’t a computer, it’s an Internet appliance, and our challenge was to market sophisticated technology for the home in a distinctive and unintimidating way—to make people think of Audrey the way they would a dishwasher or toaster. We used neglected communication opportunities like the user manual and packaging to make even the most technology-challenged consumers comfortable with Audrey. The approach of engaging and explaining using clarity and wit was continued in point of sale displays designed to look like a slice of a kitchen, brochures covered in the familiar junk from kitchen drawers and invitations that used a blender to explain Audrey’s functions. Packaging had to be merchandized on shelves of limited space; box height and depth were a concern. Also stackability, ease of shipping and ease of shelf replenishment were taken into consideration. We also worked with packaging specialist to design the interior foam that protects Audrey.

Collections: AIGA 365: 22 (2001)
Discipline: Brand and identity systems design
Format: Logo, Package, Booklet
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