Omega is currently rolling out a newly designed range of ovens, cooktops and rangehoods, alongside a complete rebrand, as a result of a multi-year project.

A core part of the redesign of Omega appliances is a consistent look and feel with the same knobs, handles and finishes across the range, with an emphasis on streamlined and sophisticated aesthetics. The team worked with Sydney-based industrial designers, Design + Industry to create a consistent design language that is unique to the Omega product.

The range also taps into the growing trend toward black appliances with anodised enamel coated gas cooktops, as well as matte black canopy and undermount rangehoods (pictured below).

Omega will launch an initial range with long-term partners The Good Guys, with an additional range for Bing Lee and Narta members.

Shriro divisional manager, Mark Farrell said, “We have worked extremely hard with designers and product teams to create a design DNA that encapsulates what makes Omega different. By tapping into our brand heritage, we have a look and feel that combines superb design with easy to understand cooking technology.”

With the redesign of its appliance range came an opportunity for a total rebrand with a new Omega logo, brand positioning and collateral guidelines, created in conjunction with New Zealand based creative agency, Hello.

The rebrand is now live with a new website (pictured above) and new point of sale displays will be installed across The Good Guys, followed by Bing Lee and Narta members.

Shriro head of marketing, James Cocking said while the existing Omega brand served the company well, there was an opportunity to tie in a new brand direction with the significant investment in product.

“Our rebrand taps into the design of our new range, resonating with modern Australian families who are seeking value driven, modern kitchen appliances.”