Fender is a big name instrument manufacturer, that specializes in electric and acoustic guitars, basses and amplifiers. An icon in the music industry.

Fender is known for its quality and luxurious appeal. The challenge was to apply the rock-n-roll lifestyle onto the packaging of regular household appliances. 

The design mimics the masculinity of Fender products through the use of a darker color palette and sleek silver products. The rock-n-roll energy is captured through the bold and vibrant side panels, which represents the energy experienced at
live concerts.


Take an existing brand and design a new packaging line of home appliances,
while still maintaining the brand’s persona and current audience.