MAY 2015 RETAILOBSERVER.COM
9
F I N D I N G T H E I N S P I R AT I O N B E H I N D T H E
BOLD
NEW DESIGN
AT KITCHENAID
T
o develop an all-new line of appliances for
KitchenAid, a global team of designers sought
inspiration from many places including their
original iconic stand mixer from 1919, and most
importantly, from consumers themselves.
The result is a dramatically redesigned major
appliance suite that feels completely original yet
uniquely identifiable as the KitchenAid Brand.
To remain authentic to the brand and what people
love about it, they began the creation process by
speaking to consumers around the world. According
to Gail Bruce, senior brand manager at KitchenAid,
"Amazingly, what consumers think and feel about
KitchenAid is remarkably consistent. That allowed us
to bring a strong design language that was proudly
KitchenAid and embraced everywhere."
One key discovery from consumers is that they
value KitchenAid
®
Appliances equally for the way they
work and how they look. That meant taking a holistic
approach in creating an entire major appliance suite
that not only elevated the style of any kitchen but
inspired passion and elevated culinary creativity for
the home cook.
Their design team remained true to the Kitchen-Aid
Brand, using the iconic stand mixer's hub as inspiration
during the creation of the KitchenAid Brand
Medallions. The medallions are used to cap the satin
textured handles found on the refrigerators, wall ovens
and dishwashers, serving as "our iconic finishing
stamp; a mark of craftsman ship and precision."
Jason Tippets, KitchenAid Brand Lead Industrial
Designer, describes the subtle yet dramatic effect of
the details like the medallion. "It's one of those things
that at first you don't notice. But as you get closer, you
see the details that really reinforce confidence in the
way the handles were built and assembled. You start
to realize there's a scribed texture on the handle.
Somebody paid attention to that."
Every thoughtful element delivers the same effect,
from the multi-finish knobs on the cooktops and
ranges to the chrome inlaid frame around the windows
in the ovens to the affixed stainless steel badge that
puts their bold emblem on each appliance.
The philosophy behind the commitment to
craftsmanship is described by E. Poncho Eddie,
KitchenAid sales training manager, "Everyone wants
to build a quality product and have consumers realize
that it's well built. That's why we had to create an
aesthetic that says there was a lot of care in the way it
was put together."
