A white ware brand targeting men for Europe's largest electronics retailer Media Saturn Holding

In 2009 Media Saturn Holding, Europe‘s biggest electronic retailer with over 800 stores in 16 countries worldwide, assigned Peter Schmidt Group to create 3 top level home brands focussing on white ware, home entertainment systems and accessories. Research showed a potential in the market for a white ware brand targeting men.

We developed Koenic, a brand with a strong visual language, that is masculine and pure. I was involved in the whole design process, from naming to creation of different design concepts, to final execution of the Koenic brand. This included logo design, product design guidelines, logo application, product printing, visual language, art direction for photo shoots, packaging design, corporate design guidelines and project management in close liaison with the client and his suppliers.