JennAir

Brand Identity

JennAir founder, Louis Jenn, invented the downdraft range, defying both gravity and expectations for what kitchen appliances could be. We channeled this spirit of defiance for the creation of the new JennAir brand identity, setting the brand up to disrupt an exceedingly complacent industry under the brand positioning “Bound by Nothing”.

The Defiant J, created by two ascendant columns that hint at JennAir’s product silhouettes and signify boundless, defiant innovation, stands as the new symbol for JennAir. The custom wordmark is built on modular geometry inspired by JennAir’s design language: precisely crafted, defiant, open, futuristic.

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The Defiant J appears on everything from the products themselves to the crates they’re shipped in.

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Marketing materials feature color and texture found on JennAir products, including an accent color inspired by their distinct use of brass details, and patterns that appear as subtle textures within their product line.

Imagery mixes theatrical product shots with disruptive “glitches” – a cryptic, subversive set of visual cyphers to wake people up from old luxury and actively undermine the category’s status quo.

We programmed a custom font to randomly cycle through deconstructed letterforms that deliver JennAir’s distinct voice in all headlines without having to police the heck out of a manually deconstructed lettering approach.

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Everything came together at launch through an obsessively designed booth experience that won “Best in Show” at the Architectural Digest Design Show, a microsite, and loads of swag, from business cards and silk-screened posters to lapel pins, dark chocolate bars, match sticks and wild postings.

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