AMANA.COM BRAND REPOSITIONING AND WEBSITE REDESIGN
Whirlpool's Amana brand of appliances have long been regarded as the no frills, do it without breaking the bank portfolio of kitchen and laundry staples. We were tasked with taking that ethos and repositioning it towards a younger, more digitally savvy audience, like kids right out of college, newlyweds and hipsters. The line itself was refabricated with the most inexpensive stainless steel kitchen suite in market, the Jot refirgerator with white board sheeting so you could write right on it, and a variety of boutique colors other than white began rolling off the line. Combine that with Tom Felicia manning a blog called the Amana Style File, fun interactive dialog started to flow through the site and social networks creating a entirely new generation of Amana buyers. See more in the case study below.