Creating a face for an online business

Appliances Online brand

Appliances Online are advocates of excellent customer service and it’s this ethos that has helped to make them the UK’s largest online retailer of white goods today. Our remit was to capture their fantastic culture in a brand in support of the business’ ambition for growth and to gain brand recognition.

The new brandmark and supporting strategy was developed after a full Brandschoolimmersion process to uncover what lies at the heart of the business and its people – essentially what makes AO tick.

We wanted the brand to be memorable and fun, engaging with their existing customer base and massive Facebook following, to begin creating a movement and setting the standard higher not only in white goods retailing but retail in general.

Simplicity is the key with the new AO brand. The simplest designs make for easily identifiable branding on any platform, creating a universally recognisable brandmark.”

Jill Peel, Creative Director – 10 Associates


Appliances Online Logo created by 10 Associates


Here’s how we created the brand.

You can also watch the Appliances Online TV advert.