Brand Re-Shape for Siemens home appliances

The demands that consumers place on companies and brands they trust have risen significantly. They expect answers to pressing social issues and want meaningful progress. In the future, Siemens Hausgeräte wants to take this social mission into account with a rejuvenated brand identity. This will be shown for the first time at Eurocucina - including a new brand film, an international image and product campaign and a new retail concept.

Changing target group expectations

Of central importance for the repositioning was the question of what people today associate with the topics of "progress" and "home" - key terms for Siemens home appliances. To this end, the brand commissioned a study in seven countries. The results show that the long-running pandemic, growing concerns about climate change and the increasingly visible divisions in society have caused 87 percent of respondents to rethink their previous views on progress as well as their priorities. More than 70 percent believe that people should live and consume more consciously and avoid excessive consumption and waste in order to address the climate crisis. A large majority say they have already started to change their behavior at home in line with these beliefs. In addition, the developments of the last two years in particular have increased the importance of their own four walls for many. In this "new home," family, life and work intertwine in a dynamic way.

Shaping meaningful progress

With the Re-Shape brand, Siemens Hausgeräte wants to commit to meaningful progress as well as the desire to help shape a more sustainable future. In doing so, smart technologies and increasing connectivity can help solve a variety of problems that go beyond the individual. "With our research-based brand focus, we are putting people first: helping consumers effortlessly overcome their daily challenges while achieving higher goals," said Matthias Ginthum, chief markets officer at BSH Hausgeräte. The campaign, which can be seen immediately in all major Siemens markets, is aimed at a target group described as curious and ambitious, progress-oriented and technology-savvy.

CD: more power, more closeness

Driven by this idea of meaningful progress and lofty goals, a new visual identity was created: the combination of deep blue, pure white and the Siemens petrol is intended to provide fresh color impulses. In addition, the brand design uses the power of typography and imagery to create a more dynamic and modern look.

Wide-ranging use

Following its premiere at Eurocucina, the new brand design will be presented at other international trade shows such as AWE in China and IFA in Berlin. It will also be used in over 8,500 brand and flagship stores, showrooms and shop-in-shops worldwide. As the global campaign emphasizes direct contact with the end consumer, there is a particular focus on social media - Instagram, YouTube, Facebook and LinkedIn - as well as on the brand's own channels. Direct involvement in the brand themes of "progress" and "inquisitiveness" is intended to reach a broad audience and create more proximity in order to build sustainable relationships with potential consumers, partners, multipliers and future employees.