Project Description

Dixons Stores Group

Hitachi Brand Refresh

Background
An identified limitation of consumer electrical brands is their difficulty connecting with new customers outside of their traditional consumer groups.

Objective
Refresh and reposition the Hitachi brand to appeal to financially independent women. The key criteria is to communicate quality and easy-to-use home electrical’s.

Solution
A visual language which describes a desirable and trusted brand that instantly connects with consumers with a language built on familiarity with home brands outside of the electrical sector and which consumers already trust. Product USP’s are expressed with easy to understand graphics and clear statements.