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 and a contemporary twist.
With a history that concretely showed the power of the American dream, it was essential to remain true to the values that have set Amana apart since 1855: a rich tradition of enduring quality, uncompromising craftsmanship and community. That's why we meticulously crafted their new agricultural floral mark to include three leafs and seven sides—a nod to their core values and the seven villages that comprise the Amana Colonies.
As a National Historic Landmark, the Amana Colonies attract hundreds of thousands of visitors every year. It's impossible to walk through the community without seeing various Amana logos all over the place. That, combined with a plethora of products, applications and marketing outlets, led us to create a remarkably flexible yet purposeful brand identity system—one that stays cohesive across any and all situations.
Every detail throughout Amana's 160-year history has been carefully collected and preserved by the Amana Heritage Society. Inspired by the past, we rooted every element of Amana's new identity system in historically significant artifacts—including these cool, contemporary patterns based of their very first calico garments.