Relaunch
Braun Household
Navigation and packaging didactics
for an iconic brand
Starting point
Braun is a brand icon with global appeal. However, at the point of sale—in retailers such as Saturn or MediaMarkt—the packaging must take on the role of the salesperson.
Challenge
Clear navigation was required, built on customers’ decision tree. In addition, an icon system was needed to make the benefits intuitively understandable—without verbal explanations. At the same time, an upsell strategy had to be developed for each device cluster—from entry-level to premium models.
Our role
We were commissioned to optimise the existing packaging design so that it conveys Braun as a design icon and its premium brand values, makes the purchase decision easier, and creates a sense of approachability.
Solution
- Visual benefit icons: reduced linguistic complexity and clear visuals for quick orientation.
- Shelf navigation logic: information didactics aligned with the consumer decision tree.
- Design hierarchy for upsell: an icon system that makes the value from entry-level to premium devices intuitively recognisable.
- Balancing iconicity and approachability: premium design codes are retained, complemented by product visuals that show the devices’ everyday practicality.
Success
- Improved orientation: customers find the right device faster.
- Strengthening the premium strategy: premium devices benefit from clear differentiation and perceived value.
- Brand DNA made visible: the packaging presents Braun as an iconic brand that remains approachable.
- POS as a touchpoint: the packaging successfully takes on the role of the salesperson.
Conclusion
The relaunch shows how packaging design becomes a strategic brand tool: it simplifies the purchase decision, positions Braun as a premium brand icon, and at the same time maintains consumer closeness—exactly the balance that makes the difference at the point of sale.