To build credentials into a premium range of air cleaners, heaters, fans and humidifiers. Our goal was to capture the upscale consumers with an aspirational brand platform that speaks high performance with simple clean aesthetics.

We created a distinctive mark and logotype to capture the brand’s premium position. As an home environment product, white was use on the package to create the sense of clean air, a sophisticated color palette to distinguish categories, and within the “wave” a dramatic product photography was use to higlight the unique design. When on shelve the “wave” also helps creates a billboard affect.

The relaunch of the Bionaire brand in 2000 was very successful, achieving distribution in a wide variety of upscale outlets and quickly establishing Bionaire as the preferred high-end brand among consumers.