AEG FABRIC CARE
The AEG Neue Kollection Range 2010, born out of necessity to refine and update the previous 'Germanic' spider graphic without losing the AEG look and feel. From the early concept stages using back lit hidden displays a new visual brand aesthetic emphasising ease of use was born. Robust reliability and functionality without clutter or complexity.
The new design is simpler and gives an aligned and integrated look to the whole fabric care range. It was created using only two materials – glass and steel and two colours – black and white. The display panels are larger than before and the displays are red when lit – giving one ‘accent’ colour throughout the collection.
For the Performance and Statement levels, I created the new aesthetic by cutting the LEDs through the facia panel, allowing visual symmetry around the central shuttle selector.
For the core levels, the graphics were printed directly on the panel. Using the line and list idea from the higher levels, I developed a new spider graphic which was perfectly balanced and easier to understand.
The AEG Neue Kollection range was launched 2010, winning an IF design award 2012.
The AEG 6000 - 9000 Series range, was to be the enabler for promoting new fabric care technologies, innovation, and performance in fabric care for premium brands AEG and Electrolux. This was step 2 of a major design and platform update for the AEG brand and laundry business group.
Working closely with industrial design, interaction design and the engineers, multiple explorations on various aspects of the ranges' physical design were undertaken during the development process to ensure the 'refined look and feel' was met while reflecting the brands premium level status. For the graphics, I lead the development of user interface aesthetic and product communications. The visual directions and layouts where developed to balance and reflect the brand values, whilst pushing usability. The display area used layered finishes and textures to define the interaction touch points and colour coding programmes and technologies enhanced usability and understanding of the ranges available.
The AEG 6000 - 9000 Series range was officially unveiled at IFA Berlin in 2016, and since has been a great success in the market, consistently voted top laundry product for performance, aesthetics, features.
