Kenmore Rebrand

Working with Ammunition Group, I was the copywriter on the Kenmore rebranding project. As America's leading home appliance brand for over a century, this project brought together thousands of products and many product categories under a unified visual and verbal approach. And it really freshened the brand with a new energy and life, while still supporting Kenmore's reputation for delivering solid, dependable products that families rely on.
We provided a look and feel for every part of the Kenmore brand, from product packaging to in-store marketing to product manuals. These guidelines are now the template that every company working with the Kenmore brand follows to create the updated Kenmore experience.


The Kenmore rebrand.


The re-brand covered thousands of products under several categories.


An example of in-store marketing (overhead signage).


Another in-store marketing piece, this is a cling-sticker for a Kenmore washer.


Consumer product marketing literature for the Kenmore project.