American Standard Unveils New Brand Identity
American Standard, one of the most iconic brands in sanitary ware and part of Lixil, maker of pioneering water and housing products, has unveiled a new global brand identity. The new brand identity brings together brand nuances over time into a unified brand expression of empathy and closeness to consumers, together with a new brand claim of ‘LIFE. LOVE. HOME’. In the Asia Pacific region, this milestone was celebrated with a launch event held in Bangkok, Thailand, attended by over 200 prominent guests and dignitaries.
The American Standard brand visuals and “American Standard Red” implies love and passion, to evoke a closer emotional affinity with consumers. The American Standard Red will boldly unite multiple online and offline consumer touchpoints and product packaging for a seamless multi-dimensional revitalisation of the consumer experience.
Satoshi Konagai, Leader, LWT APAC said, “Lixil is excited to launch the new American Standard global brand identity to the enthusiastic response of consumers and the industry. In the Asia Pacific, the brand has built a trusted following for its bathroom and kitchen solutions that are innovative, dependable and comfortable to use. We are excited to deepen the American Standard brand empathy and closeness to consumers, with the new brand claim of LIFE. LOVE. HOME that matches their aspirations and lifestyles to create homes that they will love every day.”
“The ASDC L!VE event was also well received as a hybrid online-offline event. We are pleased to bring together expert speakers across the world to discuss the challenges facing the architectural and design communities around health and wellbeing, sustainability and urbanization. We look forward to increasing our engagement and solutions to these pressing issues with our partners and the industry,” Konagai added.
The launch event also introduced the new American Standard Loven Collection, which is the first collection launched under the new brand identity. The Loven Collection is designed with a cohesive aesthetic, ensuring a polished and well-put-together look for any bathroom. The collection with full-sized features in a compact footprint is a perfect match for urban residential projects, such as condominiums.