Vorwerk Icon Design

Vorwerk stands for top quality, continuity, innovation and personal contact. Their products are a part of the lives of their customers, partners and friends. However, their brand CI used to appear rather industrial and distant.

We have transformed Vorwerk from a technical, sterile company into a vibrant, emotionally resonant brand that lives at the heart of our customers' everyday experiences. Our Icon Concept has become a vital storytelling component of the corporate identity, breathing life and personality into the brand at every touchpoint.

To truly become a part of the customer's life, Vorwerk must be "ergonomic"—not just in the physical design of our products, but also in the way we communicate. This means being intuitive, approachable, and emotionally engaging in both form and content. The foundation of our ergonomic brand language lies in the core values and defining characteristics of the company. These attributes informed the development of our Icon Concept, which assigns a unique visual identity to each product and its corresponding usage.

Each icon is more than just a graphic; it's a carefully crafted symbol that communicates purpose, evokes joy, and instills a sense of pride. Through their simplicity and expressiveness, the icons serve as powerful brand ambassadors—bridging the gap between function and emotion, product and lifestyle. They create consistency across platforms while remaining flexible enough to reflect the diversity of the Vorwerk experience.