Electrolux Brand DNA
Together with the design and marketing teams, we clarified the Electrolux Brand DNA to create a clearer, more consistent experience for consumers. A Swedish appliance brand with heritage of more than 100 years.
Services
Brand DNA & Identity, Design, Brand Design Experience
Electrolux Group - FTE
Global Visual Design & Creative Direction
Credits
Electrolux Teams
The goal was to clarify Electrolux’s brand DNA and brand expression, I led the refinement of Electrolux’s brand principles and helped unify them into a single design language. This language ensures the brand is experienced consistently across all touchpoints — from appliances to digital platforms — while building on over 100 years of heritage. The work connected the brand’s human-centric Scandinavian roots and thinking with an innovative, sustainable design vision.
Eletrolux Design Principles
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Scandinavian design balances function and natural beauty. To respect what there is and do more with less. To create a sense of calm– simple, honest, distinctive interactions that reduce distractions.
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Sustainability guiding every choice and process. From materials to communication. We design for longevity– modular, timeless, and built for a circular future.
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Designs that integrate seamlessly into daily life. Home is a place to embrace our humanness. It's about embracing real life and its imperfections, it’s about belonging and living a full life at home.
My focus was on reformulating design principles and strengthening the way we communicate the brand’s heritage — as highlighted in “The Home as a Wellness Sanctuary”. A recent mini documentary, produced for Electrolux by BBC StoryWorks as a part of ‘In Pursuit of Wellness’ series which shows how the human-centric innovation and Scandinavian design approach helps Electrolux create appliances that simplify life and enhance wellness in millions of homes. around the world.
