Fridgemaster – Brand Research, Brand Proposition and Brand Development

Helping Fridgemaster to gain a larger share in the white goods market by shifting brand perceptions.

Fridgemaster responsive website viewed on iPhone

We created a dynamic brand for Fridgemaster to help them deliver against their commercial objectives. Based on extensive research and customer insight, we purposefully moved the brand and its positioning away from the generic white goods territory of some of their competitors. The new Fridgemaster style is unique, original and fun; a ‘for everyone’ brand that is friendlier, bolder and helps to position Fridgemaster the reliable choice – ‘Efficient everyday’.


First-class customer experiences

We commissioned extensive research and market intelligence to help us understand why customers choose particular product features, if they were brand loyal and what the deciding factors were that led to their purchasing decisions. With this in mind, we proposed a focus on creating a refreshing and bold brand experience for Fridgemaster that helped to address the confusion of terminology and technical terms used in this sector.

Fridgemaster responsive website viewed on iPhone and iPad
Fridgemaster brand guidelines

Michon totally understood what we needed and put a lot of skill, time and effort into bringing the brand to life. The results speak for themselves. A good job well done.

Marketing Manager - Hisense UK Limited
Fridgemaster brand guidelines

It’s all in the detail

Everything from the contemporary colour palette, to the confident and bold language was developed to surprise, delight and attract a wider pool of customers. Iconography is used in an innovative way, so that the brand asterisk is not an indicator of dull exceptions and caveats, but shows there’s something surprising and exciting about every product.

Fridgemaster brand message over lifestyle photograph of modern kitchen

Retaining existing customers and engaging new ones

The new brand communicates everyday reliability, backed by the innovation and quality of the product. It elevates Fridgemaster’s position from entry to mid-level, creating appeal for new customers and existing ones in equal measure.

Fridgemaster website brand message on laptop
Fridgmaster large American style fridge freezer in modern, light kitchen
Modern kitchen with Fridgemaster under counter fridge
Fridgemaster brand messaging on website homepage displayed on laptop
Fridgemaster responsive website product listing page on ipad
Light, modern kitchen photograph showing Fridgemaster fridge freezer
Fridgemaster fridge shown against grey and white tiled wall