Midland Appliance Launches Slick New Brand Identity

Midland is a leading household appliance dealer focusing on the upscale and luxury segments. The appliance category is saturated with competitors selling similar products with the same service promise, warranties, pricing, and sales cycle. It isn’t easy to stand out and motivate customers to pick one dealer over another.

Midland has a niche selling to a professional audience of builders, architects, and designers and is now branching out to a mass-market audience. Before opening its new flagship design store in Langley in the Fall, Midland partnered with Full Punch to reinvigorate its brand identity. 

Founding partner and head of creative for Full Punch, Chris Zawada says, “Injecting the right balance of tone, colour, and bespoke qualities. We elevated the Midland brand to match the expectations of a luxury customer, we also added a level of humanity that was missing from the brand.” 

With a passionate team, unmatched knowledge, and an operations structure that puts the customer first, Midland wanted to express its difference to a broader audience. 

The Full Punch team leaned into premium elements, such as a bespoke wordmark as a symbol of craftsmanship and quality. Copper was selected as an accent colour as a symbol of professional cookware found in classically upscale kitchens. We paired the copper with a beautiful and a rich green that is both premium and timeless. The new brand shows how a Midland home is where everything good comes together. 

“The Midland difference is in the way we make our customers feel. Our new brand reflects not only our elevated product but a premium customer experience. Our entire culture is unified under the new brand. You can’t help but notice the positive shift,” says Lee Methot, president and CEO of Midland. 

The elevated brand identity was applied across all consumer and employee touchpoints, the new website, stationary, signage, product display, showrooms, head office, brochures, OOH and fleet livery.