At IFA 2016, AEG unveiled a total brand reboot â now based on a holistic strategy of innovation, implemented through interactive interface concepts in both the kitchen appliances category for cooking as well as in the washing and drying products category, changing all our previous experience with a radically new approach to fabric care.
AEG unveiled its new brand concept at the worldâs largest household appliance and electronics show, the IFA
Modern design, outstanding aesthetics and a superior experience
Innovation, strategic thinking and exceptional marketing initiatives are accompanied by a new level of aesthetics. The new, revamped logo without the E symbol, a premium color palette with a dark charcoal background, underscores the special identity of the revamped AEG.
New premium product lines and bold statements
In the laundry category, AEG introduces the extended Laundry Range â a combination of washers and dryers that work perfectly in tandem to ensure that the colors, textures and fibre protection of clothes are preserved like never before. Among other solutions, the series includes a unique innovation â SoftWater technology, which softens the water before washing and guarantees unbeatable results even at 30Âș. The range shows a new level of care for fabrics â no need to worry about silk or wool when washing and drying. There is also a new wash mode for sportswear.
âWeâve partnered with leading apparel and detergent manufacturers, and weâre proud to say that these new technologies are not only internally tested, but also recognized by other market players,
â Says Jenny Hedberg. â
For example, Procter & Gamble maker of Ariel and Lenor confirms that our technology improves detergent activation, allowing you to wash faster and in cooler water, improving fabric softness for the entire wash. When it comes to washing and drying delicate fabrics, Woolmark confirms with its certification that our wool wash and dry cycles meet the companyâs highest ratings, resulting in our machines even washing and drying items labeled &lsquo hand wash only.â.
With the new range of appliances, AEG is also the first company to offer modern fabric care solutions with connected devices. Thanks to this, AEG can advise consumers on how to use new technology and help them learn new ways to take care of their clothes â more modern and better suited to them.
In the kitchen appliance category, AEG introduces the Mastery Range, a series of innovative solutions for the worldâs first interactive kitchen. It interacts with the user, adapting to the cooking process of the individual user and creating an overall sense of harmony from interacting with it, from the process of keeping food in the refrigerator to washing dishes. AEG Mastery Range redefines the roles of individual kitchen elements, and uses innovative technology.
âThrough extensive research and testing, weâve found that consumers often feel they have to adjust to their kitchen appliances and the cooking processes on them,
â Nils MĂŒnksgaard, Head of Marketing, AEG Europe Cluster.
The design of the AEG Mastery Range is about much more than function and form, we have created a new cooking experience in which the devices adapt to the cook, not the other way around.â.
SenseCook oven with FoodSensor and Command Wheel
With the FoodSensor sensor built into the oven, you can control the temperature, and the smart Command Wheel arm offers an intuitive interface and lets you interact with the oven as easily as a waiter in a restaurant. With blood, medium rare or fully roasted roast beef? The oven will make sure you get exactly the results you want, and every time.
Hob2Hood
With Hob2Hood, you wonât need to think about a hood. You donât even have to turn it on by hand. The fan will operate according to your cooking process, increasing or decreasing speed as cooking conditions change on the induction surface. This keeps the air in the kitchen clean at any stage of the cooking process.
ComfortLift dishwasher
The ComfortLift dishwasher is a major innovation and the first of its kind. The unique lift mechanism makes it easy to raise the lower basket to the level of the upper basket, so the dishwasher is easier to load and unload dishes.
CustomFlex Refrigerator
The most adaptive food storage system on the market allows you to customize the placement of containers on the refrigerator door, allowing you to easily move and remove the hinged containers to accommodate a variety of foods and containers, and the separate cooling system for the refrigerator and freezer keeps food tasting fresh and textured longer.
Thermopot with ProSource faucet
Save space on your kitchen worktops with the ProSource boiling water dispenser â a stylish, modern approach that combines a regular faucet with a boiling water source available 24 hours a day.
Mastery Collection cookware
The professional dishwasher completes the look of an interactive kitchen designed for use with Mastery Range kitchen appliances.
What is the new brand concept that AEG unveiled at the IFA trade show for home appliances and electronics?
What does the new brand concept from AEG entail? Can you provide any details on how it differs from their previous brand?