Essential Identity

For over 70 years, Braun has been producing some of the most iconic industrial design in the world, resulting in a body of work unmatched in quality, beauty and consistency. Today, Braun is one of the only museum quality brands still producing products at a mass scale.
But despite owning a unique design language, the communications design over the last decades has led to a brand identity that was common and unremarkable.
The brief was to reinvigorate the modern brand by bridging it’s past as the definitive industrial design brand but in a way relevant for modern communication channels.

A reductive geometric language was created, derived from product design past and present, and reframed to communicate the brand essence to a modern audience who uses Braun’s current products.
A system was developed around the new design language, balancing core principles of functionality and order with aesthetic beauty and craft. Developed to work across all touchpoints from retail to poster to ecommerce and digital, the new look and feel successfully bridged the past and the present.
While the brand refresh worked across a deep range of executions, it was best distilled in the form of simple graphic posters where the geometry, product and design system were at their purest. These principles of these posters were then applied in varying forms to every touchpoint across a vast commerce focused toolkit.
Special posters were re-produced in a vintage style, with screen printing and hand mechanical techniques in order to understand the subtle technique necessary in making modern digitally produced elements feel rooted in the rich past of the brand. These techniques of overprinting, composing and typesetting were then translated for digital reproduction in the brand guideline.