Haier

Redefining packaging to boost culinary and tech appeal

Haier, a global leader in home appliances, partnered with our Brand Design team to revamp the packaging of its small appliance lines, shifting from a purely product-focused design to one that emphasized food appeal and culinary possibilities, while highlighting connectivity features. The project pursued three key objectives:

ENHANCE EMOTIONAL ENGAGEMENT
Shift the focus from showcasing appliances to highlighting the culinary experiences and lifestyle benefits they enable.
DIFFERENTIATE PRODUCT LINES
Clarify the unique features and audiences of the S5 and S7 series, while maintaining a cohesive brand identity.
OVERCOME EXISTING LIMITATIONS
Transform packaging into a compelling communication tool that conveys product value, functionality, and inspiration beyond just appliance imagery.

The goal was to captivate consumers with an aspirational and intuitive visual narrative
that seamlessly aligned with Haier’s brand ethos.

STRATEGIC DESIGN APPROACH

Guided by this vision, our team developed visually compelling and impactful packaging aimed at communicating::

Food Appeal
Emphasize the delicious culinary results enabled by the appliances to foster an emotional connection with consumers.
Distinct Yet Cohesive Design
Create separate visual identities for the S5 and S7 lines while preserving the unified brand language.
User-Centric Storytelling
Shift the focus from technical features to the real-life benefits and experiences the products deliver.