Visual Design Language for Newell Rubbermaid

Every brand owns the right to occupy a specific territory in the world of shapes and signs.


Designers today are called to face new challenges due to the growing complexity of industrial design projects. Companies have to compete against bigger competitors, huge markets, consumer fragmentation, rapid technological development and also a new sustainable approach. The request from most companies of increased innovation cannot be satisfied only with idea generation and well design products. In this condition design is no longer the only differentiating factor, as brand strategy and brand development must be considered.

A new approach needs to be put into practice. Brands are more than products; they sell experiences that connect with the emotion and desire of the user. Therefore, designers need to dig deeply into a brands attributes and personality to find the clearest evocative visions that support uniqueness and builds coherent messages to reach the heart of the consumer.

As products tend to become more and more similar and our primary needs are well satisfied, design should focus on differentiating factors at the level of the brand perception. We need to explore and think about emotions and gratification to offer a unique product experience created from unique brand value.

Our work for Newell Rubbermaid’s Teutonia brand in Germany was driven by the aim of simplifying the number of design elements and provide a coherent global design language that can be consistently applied to all the aspects of the brands product manifestations. The result of the program was an extensive toolkit and vocabulary of forms, shapes, surfaces, details and graphic brand applications clearly expressing the identified brand values.

The new approach required deep analysis of the design languages, trends and cultural meanings. Every brand owns the right to occupy a specific territory in the world of shapes and signs. The design language toolkit helps a brand to create barriers for the competitors that are seeking new consumers. Our design strategy provided a concise palette of forms and meanings to guide all Teutonia vendors and govern future product development reinforcing their customer’s belief in the product and loyalty to the brand.