Dirt Devil UK: Revitalising a classic brand
Dirt Devil UK: Revitalising a classic brand
Dirt Devil UK: Revitalising a classic brand
Dirt Devil UK: Revitalising a classic brand
Dirt Devil UK: Revitalising a classic brand
Dirt Devil UK: Revitalising a classic brand
Overview
The main design challenge was to extract key elements from Vax Ltd.'s existing guidelines and develop a new brand identity for their UK relaunch. This required:
- Preserving Legacy Elements: Retaining essential brand components like logos, color schemes, and typography to maintain recognition and loyalty.
- Reflecting Brand Values: Ensuring the brand’s ethos, mission, and vision were clearly represented in the new identity.
- Adapting to Market Trends: Aligning the visual and verbal identity with current market preferences and consumer expectations in the UK.
- Creating Cohesion: Developing a seamless blend of old and new design elements, including updated logos, refined color palettes, and modernized typography.
- Ensuring Consistency: Applying the new identity uniformly across all customer touchpoints, from online presence to packaging and marketing materials.
- Collaborating with Stakeholders: Engaging with internal teams and external partners for feedback and insights throughout the redesign process.
Balancing the brand’s heritage with a refreshed identity was crucial for a successful UK relaunch.
Product development
Taking on the challenge of developing a line of vacuum cleaners and steam mops for a brand reboot was a new experience in my career. Key aspects included:
- Market Understanding: Researching consumer needs and preferences to inform product design.
- Innovative Design: Creating unique and functional designs that stand out in the market.
- Brand Integration: Ensuring product design aligned with the brand's identity and values.
- Quality Assurance: Implementing rigorous testing to ensure high-quality and reliable products.
- Production Management: Overseeing manufacturing and logistics to meet deadlines and budgets.
- Launch Strategy: Planning effective marketing strategies for a successful product introduction.
Navigating these challenges required creativity, strategic planning, and a focus on both product innovation and brand coherence.
Design Challenge
Results
Guidelines
- It's about presenting things in clear and appealing ways and not about being dull or all about the sale.
- This is about finding simple ways to elevate above the noise, and not being a slave to the features game.
- It's about shaking up the clichés of the cleaning category in the form of positive disruption, not in a way that detracts from the purpose of the product.
Sentiment
- "Oooohh Dirt Devil - I remember them, great cleaners"
- "My Nan had one, she loved it!"
- "That's the red handheld, right? Great vac that
Discussion
- Good/reliable product
- Affordable price points
Purpose
- Quality Assurance: High standards and rigorous testing for durable, reliable products.
- Competitive Pricing: Optimised supply chain to keep prices accessible.
- Diverse Selection: A wide range of products for various needs and budgets.
- Customer Focus: Aligning products with customer feedback and market research.
- Sustainability: Environmentally friendly manufacturing practices.
- Innovation: Continuous R&D for advanced features and improvements.
Mission
- Affordability: Offer competitively priced products that provide great value for money.
- Quality: Ensure reliable performance and durability to meet customer expectations.
- Range: Provide a comprehensive selection of floorcare solutions, incorporating the latest innovations.
- Customer Experience: Deliver excellent customer service and user-friendly designs.
- Reputation: Build trust through consistent quality and positive customer reviews.
- Accessibility: Ensure products are widely available and effectively marketed.
Values
- Convenience - The experience we communicate and want people to have with our products and services.
- Value - Denotes our place in the market. This means quality, service, range and price.
- Respect - We are loyal to our heritage, our customers and each other.
- Cost-conscious - We make all our decisions based on producing an affordable choice .
Target audience
Acorn is a powerful consumer classification tool that segments the UK population by postcode. By analysing demographic data, social factors, population and consumer behaviour. Acorn provides an understanding of different types of people and places. For this particular exercise we trusted Acorn’s user guide to pic the right target audiences.
.avif)
Educated young people in flat and tenement
.avif)
Term-time terrace
.avif)
Career driven young families
Brand personality
To determine Dirtdevils' brand personality, we used Aaker's Brand Personality Model, which includes Sincerity, Excitement, Competence, Sophistication, and Ruggedness. For Sincerity, we focused on emphasizing product quality and transparency. For Excitement, we showcased cutting-edge technology and bold designs. Competence was highlighted through product effectiveness and trustworthiness using testimonials
and awards. Sophistication was reflected in sleek designs and superior functionality, while Ruggedness emphasised durability and performance in tough conditions. We conducted market research, aligned brand traits with core values, mapped traits to Aaker's dimensions, and developed cohesive messaging and visual identity to ensure consistent communication across all brand touch points.
.avif)
Hero colours
Identifier device
Framing the beneficiaries of change / transformation.
.avif)
Messaging approach
Primary campaign messaging
Dirt Devil: Fight Dirty
Functional icons
The category icons used in packaging help call out the vacuum category. These illustrations are slightly more detailed than the feature icons. The strokes are thinner and are always white, with a red background and the category name below.
The future icons highlight product features and core benefits. Their look consists of thick strokes and a playful yet precise illustration style. To help quantify certain features, icons can use numbers and minimal text. This particular work is an interpretation of Adam Neff's original design (a designer based in the US).
Patterns
We developed distinctive patterns to complement the design and enhance the established brand personality. These patterns are carefully crafted to reflect and amplify the core values and aesthetics of our brand, ensuring a cohesive and memorable visual identity. We also believed that incorporating a bold and eye-catching pattern would set us apart from other brands on the shelves. This unique approach is designed not only to capture attention but also to communicate directly with our chosen demographics, creating a strong connection and reinforcing brand loyalty. By doing so, we aim to make a lasting impression and ensure our brand stands out in a competitive market.
.avif)
Product development
The product development process for each item involved meticulous attention to detail, from carefully selecting the product finish and materials to rigorously testing its functionality and user-friendliness. I played a significant role in making key decisions throughout this process. Although stepping into this realm was outside my comfort zone as a designer, I embraced the challenge and ultimately succeeded. My involvement included evaluating material options for durability and aesthetics, ensuring that every design choice aligned with our brand standards, and collaborating with the team to refine usability based on comprehensive testing and feedback. This experience not only broadened my skill set but also reinforced my ability to contribute to the overall product development lifecycle effectively.
Product range
The product range included:
- Bagless canisters
- Cordless stick vacuums
- Upright bagless vacuums
- Bagged vacuums
- Steam mops
- Handheld vacuums
.avif)
Bagged vacuum
Bagless vacuum
.avif)
Standard steam mop
Heavy duty steam mop
.avif)
Bagless upright vacuum
.avif)
Cordless stick vacuum
Packaging design
The Dirt Devil's packaging was developed with a clear goal: to stand out. This was achieved easily with our bold color palette and the generally uncreative designs on the shelves. Our vibrant colors, dynamic graphics, and clear messaging ensure the product catches the eye and communicates our brand's innovation and quality.
.avif)
.avif)
Product photography
Creating a robust photo library was essential for our sales success. To achieve this, we collaborated closely with our photo studio to produce high-quality, compelling shots. These images played a crucial role in our promotional and sales materials, effectively showcasing our products and enhancing our marketing efforts. By investing in professional photography, we ensured that every visual element aligned with our brand's standards and appealed to our target audience, ultimately driving better engagement and sales performance.
.avif)
Coming soon pages
During the website development process, we designed creative "coming soon" pages to generate excitement for the upcoming product launch. Featuring engaging visuals, captivating copy, and interactive elements, these pages teased the new product and built anticipation, ensuring strong interest and a buzz around the launch.
.avif)
.avif)
.avif)
Website wireframe
For our e-commerce platform, we developed an easy-to-navigate and clean website designed to attract and retain traffic. The site features a user-friendly layout with intuitive menus and clear calls to action, ensuring a seamless shopping experience. By prioritizing simplicity and clarity, we made it easy for customers to find products, access information, and complete purchases efficiently. This thoughtful design not only enhances user satisfaction but also helps to drive higher conversion rates and customer loyalty.
.avif)
.avif)
.avif)
Stationary
To seamlessly integrate our newly developed brand identity across all stationery products, we meticulously redesigned each item, including business cards, letterheads, notepads, and envelopes, to ensure consistency and enhance brand recognition.
.avif)
.avif)
.avif)
.avif)
Branded merchandise
Dirt Devil proudly sponsored a rally team, marking a thrilling partnership that combined the spirit of adventure with cutting-edge performance. As a sponsor, Dirt Devil's support extended beyond mere branding; it embodied a commitment to excellence and innovation, mirroring the rally team's pursuit of victory on rugged terrains and challenging courses. This collaboration not only showcased Dirt Devil's dedication to dynamic lifestyles and high-performance machinery but also strengthened their presence in the adrenaline-fueled world of motorsports. Together, they embraced the thrill of competition and the pursuit of pushing limits, capturing the imagination of fans and enthusiasts alike.
.avif)
Next Project
