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Challenge
Electorlux needed a graphic identity and packaging solution for the Ultrasilencer Special Edition Pia
Wallén.  It needed to mirror Pia Wallén’s own interpretation of the product, inspired by the quiet
sound of falling snow.

Solution
A typographically based identity was created and app-
lied directly onto the vacuum in a light grey tone. The packaging was turned “inside-out”.  The interior has a white, glossy surface, encasing the vacuum, and the exterior is brown, natural cardboard.  “Special Edition Ultrasilencer Pia Wallén” was screen-printed on the
outside of the package in white and orange in order to create an industrial expression in contrast with the
white perfectionism of the vacuum.

Result
Special Edition Ultrasilencer Pia Wallén for Electrolux had its world premiere at the design store Asplunds on October 4, 2007.  The product was produced in a limi-
ted edition of 5,000, 500 of which were designated for Sweden, and sold very well.  There was a 20% increase in production costs, but because of the quality of the design, the consumer price was raised by 60%, increasing the overall margins for the product. An im-
pressive PR campaign created “hype”, and there is now a waiting-list for this limited edition. Blog image