Electrolux Group has unveiled a new brand identity for its premium brand, AEG. The updated identity, developed in partnership with growth and transformation firm Prophet, includes a new look and the first-ever sound identity for the 137-year-old German brand.

The new brand identity was launched alongside AEG's best-ever Kitchen Range, developed in consultation with consumers and product innovations.

"We are proud to present a sharpened and more contemporary AEG brand," said AEG Brand and Strategy Director, Tom Astin. "Our consultations with consumers, together with strong product innovations, have been translated into a bolder and progressive expression - through visual and sound - with a world where distinctive characters play a central role alongside a colour scheme that sets AEG apart from its competitors. The evolved colour palette pays homage to our beginning as a brand back in 1887 by continuing to use red, but now sees the application of darker hues to create more cut-through and distinction. This is a modern update that strongly conveys our premium position in the market."

"Ensuring a brand remains relevant and distinctive is a big challenge for many brands. This refresh not only highlights the importance of evolving a brand with a rich heritage, but also stands as a testament to our creative partnership with Electrolux Group," said Executive Creative Director and AEG Account Lead at Prophet, Gregg Finlay.

Electrolux Group worked with sonic identity specialist MassiveMusic to creative the AEG brand's first ever sonic identity.

"This was a unique opportunity to bring contemporary edge and relevance to a trusted, household brand through sound. Taking inspiration from AEG's heritage, design ethos and positioning, we blended warm, elegant strings with electronic textures, underpinned by a highly recallable melody. The result is a modern, warm and sophisticated, yet effortlessly cool, suite of sounds that are perfectly in tune with AEG's new visual identity," said MassiveMusic, London, Laura Jones.

The new AEG Kitchen Range includes solutions in every product category including ovens, hobs, hoods, cold storage and dishwashers and is available across Europe from September onwards.

"As well as a visual update, we have also tapped into the emotional short-cut that sound provides to create the first ever sonic identity for AEG," Astin said. "We wanted to capture the world of AEG in audio and asked ourselves what the personality of the brand would sound like?! Our tests placed the music suite in the 78th percentile for memorability and 80th percentile for appeal. We're very excited to see this come together in the first instance to support the launch of our latest kitchen range and think the new sonic identity does a great job to reinforce our brand promise to Challenge the Expected."