"In first couple of years after introducing the language, we were basically making as much money off of waffle makers as we were off of top-mount refrigerators."
KitchenAid had significant brand equity with cooking enthusiasts. But in the rush to add features and drive prices down to compete, new products were missing the look and feel that resonated with customers. KitchenAid invited Ziba to help them reclaim their brand’s heritage.
Ziba translated KitchenAid’s brand qualities into a visual language that reconnected every Pro Line small appliance to its iconic stand mixer. Oversized knobs and analog gauges complement strong shapes and bold colorways. The VBL lets KitchenAid compete at the high end of the market now, and helps guide future designs.
A language the market understands.
KitchenAid’s Pro Line was embraced by trade partners from Williams-Sonoma to Target. Chuck Jones, Vice President of Global Consumer Design for Whirlpool Corporation, KitchenAid’s parent company, described the impact: “In the first couple of years after introducing the language, we were basically making as much money off of waffle makers as we were off of top-mount refrigerators. The margin impact for Whirlpool was incredible. The language was a market success.” Ziba’s visual brand language continues to drive KitchenAid's small appliance designs today.