By Claire Reilly

SYDNEY, NSW: Fisher & Paykel is going monochrome for their new branding aesthetic, and “taking ownership of the word ‘Yum’,” according to general manager of marketing, Peter Russell.

The company has adopted a super-minimalist black and white design that will roll out across all their communication and advertising platforms in August, setting F&P apart as an “achievable premium” brand, Russell said.

“This is all about making the F&P brand seamless globally and ensuring quality control,” said Russell. “Importantly it is also about reflecting our metamorphous from a brand that has been traditionally identified as a manufacturer of laundry and refrigeration products – albeit an excellent one – to a company that also designs and makes beautiful, superbly-made cooking appliances.”

The new campaign, designed by Auckland-based agency, Alt, will be visible across a variety of platforms including business cards, promotional materials and point-of-sale advertising.

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The design was also out in force at F&P’s exhibition stand at the Good Food & Wine Show, with plenty of F-&-PR spokespeople decked out in “Yum” branded T-shirts.

Although the company is in the early stages of the rebranding, Russell said he has been “delighted with the response.”

“Ultimately we want consumers to give Fisher & Paykel serious consideration when it comes to the big ticket, cooking showpieces in the kitchen, as well as in the laundry,” said Russell.

“Our Izona kitchen appliances have won a multitude of design awards and our products are genuinely innovative. We want to promote a reappraisal of European brands as being considered naturally superior, and encourage consumers to realise that there is design excellence and quality products being developed much closer to home,” he said.

“To support that proposition, we have taken ownership of the word, “yum” as a word that means pretty much the same thing across all languages, a universal expression of satisfaction and have incorporated that into much of our communications and branding.”

Fisher & Paykel's new look.