A Unified Family of Appliances

WestBend – The Legacy Companies

Creating product unity through vision, strategy, and stylistic design.

A classic brand gets a bold refresh to attract millennials.

Introducing a Legacy Brand to Millennials

Beyond Design partnered with The Legacy Companies to reinvigorate their WestBend brand of corded kitchen appliances for a new millennial audience. Our client sought our expertise in keeping up with evolving design trends to help them develop a fresh Visual Brand Language (VBL) for the WestBend brand and create designs that appeal to a younger demographic with a cohesive identity for its product family.

The Need for Product Harmony

Our client benefited from this structured Visual Brand Language (VBL) by having a unified design family with a consistent look across all products. This translates to a more cost-effective development schedule and utilizes shared parts to reduce tooling investment costs. The new WestBend VBL is distinguishable and its clean lines create an iconic design that honors the original brand’s heritage. Today, its brand language extends to over 10 different appliance types, creating the next generation of WestBend products.