Home appliance brand Candy chose Milan Design Week and Eurocucina to present its new positioning. A complete reinvention strategy that includes a new identity as well as a new line of connected, efficient and intelligent products.
Since 1945, Candy has been one of the European leaders in the home appliance market, distinguished by networked products that are accessible to everyone. Today, the brand has decided to go further by developing a new brand positioning that includes a new identity and redesigned products both in terms of design and integrated technology.
With this development, Candy demonstrates its ability to provide effective solutions across all product categories, ensuring high quality products while remaining affordable. This challenge is an integral part of the brand’s heritage. Candy’s Italian style and timeless design reflect attention to detail. Candy’s new positioning combines smart and intuitive features, performance and connectivity.
A new connected brand promise
With the goal of exceeding consumer expectations with technologically advanced, affordable and environmentally friendly products, Candy’s new positioning sets an ambitious goal to significantly simplify household chores and create an environment where life is good. It is on these foundations that the new brand promise is based: “Ready to live” (With Candy, be ready to live fully).
With this overhaul, Candy is equipped with cutting-edge technologies that provide the highest levels of practicality and adaptability, particularly through connectivity via hOn, the Haier Group’s app that allows you to control all connected devices in an integrated and intuitive way. . Simplifying daily habits and tasks also means increasing access to ecosystems where energy efficiency and conservation are just a click away with the hOn app.
With almost 6 million connected users in Europe, the hOn app allows each consumer to tailor the use of their product to optimize results and improve productivity. In this way, each user can benefit from personalized experiences and advice on maintaining their product or managing their energy consumption.
The product design was developed by the Milan-based design center Haier Europe, which carried out significant re-engineering work, combining the group’s technological know-how with Candy’s innovative Italian DNA.
Thus, the brand values have been enhanced to offer smart, elegant, connected and affordable products. The new Candy has a neat and minimalistic design.
Updated logo and corporate identity
The new logo symbolizes a renewed identity: elegant, clean, modern and dynamic. The contrast between rounded edges and clean lines creates a special harmony, while open letters express dynamism and technology. The historic blue gives way to a timeless grey, more in line with the evolution of the brand.
“We are proud to introduce the refreshed design of the Candy brand, which reflects our desire to offer affordable, technologically advanced and modern products with the main goal of meeting new consumer expectations. We therefore want to integrate French homes with designer, connected, low-energy products to make their use and everyday life easier.”“explains Vincent Rotger, CEO of Haier France.
K.Bu
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