Open/Close Burger Menu

Breathing life into a British icon

Sustainable brand refresh
Breathing life into a British icon image
Russell Hobbs
part of Spectrum Brands



To review and rethink how to improve sustainability across the core range as part of a full redesign and tonal refresh of the small domestic appliance (SDA) category; injecting much-needed personality to the range.

What we did

Following a full sustainability assessment of the entire range, we incorporated all findings into the creative brand brief.  Our proposed brand story leveraged the emotional connection  between Russell Hobbs kitchen products and their place in daily life. Using a fun and emotive narrative with lines such as “Let there be toast” and “We get life” we show the value they bring.


A full range redesign with new illustration style and photography; along with recommendations on how to reduce pack sizes to accommodate the product and fittings securely and safely; which in turn would ensure more products in shipping containers; to ultimately reduce carbon footprint. Plus a proposal on sustainable materials for inner packaging.