Case Study: AEG sharpens its premium brand edge with Prophet's visual identity refresh

AEG launches a 360° brand experience at IFA 2024 with Prophet

AEG, a premium consumer goods company under the Electrolux Group, faced the challenge of maintaining a distinctive and modern edge in a competitive market. They partnered with the consultancy Prophet to evolve their brand expression while honoring their heritage, following an initial refresh done with Prophet in 2014.

Prophet executed a major visual brand identity refresh, strategically repositioning AEG around "Challenge the Expected." The solution involved refining core brand elements like an expanded red color palette and creating distinctive characters, ensuring consistency across all consumer touchpoints. The results included a stronger premium market position, positive reception from consumers and retail partners, and a successful launch at IFA 2024.

AEG