Unapologetically Uncomplicated

When creating a campaign for the new Amana Top Load Washer, we had to ask ourselves, “How do we make a 90 year old OPP appliance brand stand out in a category of young bucks obsessed with reinventing the wheel?”. The answer? By leaving the wheel alone.

While our competition focused on rebuilding their products with more bells and whistles, we rebuilt our brand language from the ground up. We crafted a new tone that infuses the same no-nonsense philosophy that goes into our products with a dash of humor resulting in a voice that’s hardy, honest and unapologetic in its own simplicity. We also explored a new more dynamic visual identity for the brand that lets our products shine and our new voice do the heavy lifting.

Oh, and Amana isn’t just keeping the laundry room simple. They’re coming for your high tech kitchens too.