Client
Kelon, USA
The world's largest manufacturer of refrigeration products. Kelon is headquartered in the People's Republic of China while the domestic branch operates out of Beltsville, Maryland.

Audience
Hardware or Superstore shoppers seeking good quality fairly-priced air conditioners and fans.

Marketing/Business Objective
Effectively position Wintair and Admiral (brand names under the Kelon umbrella) fan and air conditioner packaging among competing brands in an effort to introduce them to the domestic market.  

Creative Strategy
The Wintair and Admiral brand names are new additions to the domestic air conditioner and fan market. They are good quality products and modestly priced — not the cheapest and not the most expensive. Our challenge was that both brands required a different conceptual solution even though the actual product is the same. The directive for Admiral was to keep the packaging design simple and clean with no frills, just as the brand persona is supposed to be. Therefore, we used only minimal amounts of brand color and typography to create a hierarchy of products features so the consumer could make an informed decision. Wintair, however, offered us a conceptual approach where we could emphasize a “cool and breezy” mood. We conveyed this by the use of simple, line art snowflakes and a dominant use of brand color to easily differentiate it from its competitors residing on the same or nearby shelves. This simple yet effective solution wasn’t overdone but was a step above “no frills.”

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