ATOM Inspiring Innovation
EDGE Consumer Brands
EDGE Consumer Brands

Challenge - Disruption in consumer brands is significantly growing as millennials look for personalization, variety, and price point in their shopping experience. Consumers are taking notice, placing greater emphasis on emerging brands. EDGE Consumer Products wanted to capitalize on this trend.

Solution - EDGE is an Original Equipment Manufacturer of small kitchen appliances sold under the Farberware® and Bella Brands®. ATOM was tasked with creating individual brand identities for a new line of microwave ovens. This included: Farberware, Farberware Classic, Farberware Gourmet, Farberware Professional and Farberware Black. This required creating different logo and packaging solutions for each sub-brand with unique die-lines, photo retouching, and instruction manuals for multiple model numbers.

When EDGE was interested in entering the consumer package goods (CPG) space, the company turned to ATOM. Under an extremely tight deadline of 14 days, EDGE tasked ATOM to come up with three new brands for storage supplies, party ware and water filtration products to be distributed through AMAZON.

ATOM acted quickly by utilizing its extensive consumer products experience to develop branding for three separate products. This included having an in depth understanding of the client’s business objectives, target market, competitive landscape and desired outcomes for the development of the new brands.

The team then hit the ground running creating and proposing names for three separate brands, including color schemes, font selections, and logos. This included researching domain availability and trademarking potential.

These brands were then validated through ATOM’s proprietary STREAM Research. This featured online surveys that explored important factors relating to the purchase of such products, and how the proposed names resonated with their idea of an ideal product in each category.

Results - ATOM created four new brands of Farberware microwave ovens and under a tight deadline, rolled out 3 new product lines for EDGE to launch on AMAZON. Together the products make it easier for consumers to prepare and store food and beverages, cook and serve meals, entertain guests, and maintain their drinking water.

Services - STREAM Research, Logo Development, Style Guide Design and Layout, Positioning Statements, Logo Design

EDGE Consumer Brands-2.jpg


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