Westinghouse's SURE SERIES:
revitalizing the brand roots.
“Design is the silent ambassador
of your brand.” Paul Rand
Courtesy of Famous Graphic Designers.org®
Westinghouse’s logo hasn’t changed since its creation by Paul Rand in 1959. Nevertheless, over the years several licensed-out Consumer Electronics vendors had taken its own hodgepodge identities away from its origin with a lack of consistency.
Walmart requested a line of Household accessories under the Westinghouse license for their US & Canada stores. Working together with the renowned brand and the NCC licensee my goal was to authentically rejuvenate the brand root value, with the ultimate objective of helping the client business grow. Inspired by Rand's designs, we galvanized the birth of the Westinghouse SURE SERIES sub-brand, balancing aesthetics with functionality to distill the essences of modernity, clarity, and simplicity.
While working on the project we undertook a bigger challenge to create a feminine brand personality since the majority of the products are part of the Household ecosystem.
The attributes of the product shapes, package design colors, iconography, and typography became the focused alignment of being logical and consistent.
INDUSTRIAL PRODUCT DESIGN
The packaging for the SURE SERIES is the essence of its retail presence and where we started to create and drive the identity. To stand out from overwhelming category patterns of digital backgrounds with laser beams and twinkles I wanted to do things differently.
The clean white matte paper and organic imagery sans embellishments gave an experience that feels homey, artisanal, and warm. The final multi-lingual package identity combines Gotham family fonts, Navy and Lime color accents, and unmatched 100% use of recycling paper for exterior and inner components.