Putting bissell back at the heart of the home with a new global identity system

Brand Design Brand Positioning & Strategy Brand Identity Communications Digital Packaging Design Point-of-Sale Design

Bissell, one of the oldest floor cleaning brands in the world, tasked us with refreshing their identity to work coherently across all their international markets worldwide.

The key drivers behind the new look began with refreshing their global values. These tapped into not only the family heritage of Bissell but also showed how the brand has evolved to be the perfect and innovative partner for active families, including those with pets.

To reflect the new values and family centric heritage of Bissell, we put products and people front and centre but in a much more authentic way. After all, we’re all human with imperfect lives and life happens, so let’s embrace it!

Light and airy photography now captures moments in everyday life, as they happened, in people’s homes, from messy to playful. This was paired with a deeper and richer core brand colour palette that was accented by vibrant tones to aid product differentiation.

To bring this all to life in a coherent way we created a simple, but flexible modular design system that allowed both visual and verbal and physical and digital content to sing.

The refreshed brand packaging was designed to also flex across the globe to cater for cultural nuances.