Fridgemaster rebrand targets younger buyers

Hisense-owned refrigeration brand Fridgemaster has announced a rebrand as part of its strategy to engage with a younger audience.

It will see a refresh of its brand and logo, as well as see the launch of an interactive website, which will be part of a move to reintroduce the Fridgemaster name to UK households.

The website has been designed to generate greater awareness of the brand and products and provide a hub for customers and retailers to share their views.

The new brand concept has been developed by Nottingham-based agency Michon, which will focus on a ‘straight-talking’ message and aim to bring its values of honesty, reliability and efficiency to the fore, according to Fridgemaster.

Vice-president Howard Grindrod said: “We are very excited to relaunch Fridgemaster to the UK market. The brand is well-known and loved in the UK, but we’re keen to increase brand awareness, and refresh the brand to remain relevant to modern households, providing white goods that continue to exceed our customer needs.”

“Our new website and logo will play a vital part in the refresh, and we’re excited to extend our online offering to include the Fridgemaster brand. It’s vital that our online presence encourages our customers to interact and engage with a reliable and trustworthy brand.”

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