AeratronWhiteLogo

Building a visual identity across multiple channels

Industry:

Ceiling Fans

Scope:

Logo, Website, Packaging

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"Our market & distribution had changed and we needed a different brand identity & box design. Our boxes are often visible in the showroom & offer guidance for the sales person/customer (often the sales person simply reads from the packaging when selling a fan). The new design should represent 'high end, elegant' design to the customer but also display the key selling point/advantages/features as well as all compulsory symbols."

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Ole Stockhausen

Aeratron Fans – CEO

The New Aeratron Logo Design - Designed by Sarah Jane Jones, The Curator Company
The New Aeratron Logo Design - Designed by Sarah Jane Jones, The Curator Company

In 2015 the award winning Aeratron fan company entered the US market with it’s innovative range of environmentally friendly, silent & efficient ceiling fans.

The new ecommerce shop and brochure site had to break down across mobile and desktop.
The new ecommerce shop and brochure site had to break down across mobile and desktop.

Aeratron’s existing online presence was non-transactional and non-responsive. 

Packaging was invisible on the shelf and did not successfully communicate the key benefits of the Aeratron fan.

The logo needed to better represent Aeratron and have more appeal to their customer base.

Old Aeratron Packaging
The old Aeratron Identity and packaging was not communicating successfully or standing out on retail shelves
Fan selection at Bunnings
Researching the competitor landscape offline as well as online - such as this image from Bunnings as part of the Aeratron re-brand.
Challenges

Selling directly to consumers through the box stores in the US & Australia as well as the B2B market of Architects & Interior Designers, Aeratron required a new identity, packaging and e-commerce solution.

In 3 months time Aeratron would be participating at a US trade show and the new identity system had to be in place with packaging printed, catalogues designed and websites ready to take orders.

The existing website was constantly being hacked so we moved to a more secure host. Building the new sites on a test/staging server.

Existing retailers were showing their disapproval of the existing packaging as it was not representing the premium quality and price of the fan .

The existing logo had a technology accent and was starting to date. By softening the logotype and working into the typeface we were able to craft a more sophisticated “Interiors” tone for the customer.

The website was very text heavy with very few images, it was non-responsive (didn’t break down correctly in a mobile device) and non-transactional.

The new Aeratron Packaging
The new Aeratron Packaging
New Range of Icons Designed by Huw Jones, The Curator Company
New Range of Icons Designed by Huw Jones, The Curator Company
Aeratroncatalog
Process & Strategy

Working with Aeratron and their U.S distributor we formed a picture of their customer and developed key brand statements.

We surveyed & researched the online & retail environments in the U.S & Australia, analysing packaging and usability.

To assist us with the packaging and online marketing material we developed a set of Icons which could present the benefits of the fan at a glance.

The client was Australia based but the online presence would be Research CMS, shopping carts, payment gateways, responsive frameworks.

New logo was a combination of new typeface combined with a tapered curved element mimicking the curve of the fan.

Product shots were provided by the client which were composited & treated in Photoshop.

The composited shots were produced for every variation of the fan and used throughout all the accompanying marketing collateral.

The new packaging utilised the product shot and logo to gain attention on the shelves.

Icons were designed to present the benefits at a glance.

Two new responsive websites were built (mobile/tablet/desktop).

Secure hosting organised.