Helping Fedders to reposition as a premium white goods brand starts from looking back at its century worth of insights. 

Established in 1896, the American brand has a strong lineage of engineering expertise and innovation that challenges industry convention to reinvent appliances to improve modern home living.

With a target consumer segment in mind, Performance seekers who want to get more out of their daily appliances, the result is a sophisticated brand identity that exemplifies the soothing ambiance of a Fedders home.