Matthew Dugger

KitchenAid® Commercial Mixer

KitchenAid launched a commercial division within their company to market to commercial bakeries, restaurants and catering businesses to offer a more durable version of their consumer mixer without the high cost of traditional commercial mixers. KitchenAid Commercial branding reflects that of the consumer sector but distinguishes itself from the consumer brand by playing off of the one major visual distinguishing characteristic: the orange power chord that suggests "commercial grade" performance. Packaging, advertising and other communications were created to promote the new mixer with great success. The packaging was revealed at a 2014 trade show.