At over a century-and-a-half old, Amana—one of the Midwest’s most coveted and established goods manufacturer—approached us to help them feel young again.
Ready to play in an era of renewed pride in American-made goods, we were presented with one task: to rejuvenate the Amana brand to resonate not only with a newer generation of shoppers, but their existing customer base yielding back several generations. The final result? An identity enriched with heritage values, a plethora of new, contemporary products, and a digital ecosystem that lead to more traffic than ever before.
We started by immersing ourselves in the local culture, connecting with locals, and minding archives chalk-full of 150 years of history and happenings. We found Amana’s rich tradition of enduring quality, uncompromising craftsmanship and community have remain true since 1855. When it came time to revamp Amana’s brand identity, we meticulously crafted a new agriculture mark to include three leafs and seven sides - a nod to their core values and seven villages.
Then extended the system to cover all four sub-brands, the plethora of products made, and every marketing outlet you can dream of.
Product design specialists were brought in to elevate the product mix, quality, and design. Cool, contemporary woolen mill patterns, furniture, and decor were created based on historical artifacts.
Social media was deployed for the first time to engage with a whole new audience. Within weeks, we generated interest from influencers and partners in the areas of style, design, decor, and food.
Last but certainly not least, we revamped all aspects of their marketing and e-commerce website. We shot footage of the place, people, and products and utilized the new artery of assets to create a cross-channel ad campaign. And we modernized their website to be more elastic and intuitive all while touting their history throughout the experience.
In the end, Amana goods are in more retail locations than ever before, web traffic hit an all-time high, and a new crowd of touristshave starting to venture down to southern Iowa.