Scarlett: a rebranding that launched the home appliance brand into a new price segment

Cosmetics & Pharmacy Non-food retail

Design strategy • Research and analysis • Brand positioning • Tagline and descriptor • Packaging concept • Label and packaging graphic design • Rebranding •

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Industry: Small home appliances

Context: Scarlett is a small home appliance brand represented in Russia and partially in the CIS countries. Historically, the brand has been entrenched in the economy segment and existed around the female space in the house: moms, grandmas, familiar cozy scenarios, nostalgia. Sales were channeled primarily through large chain stores (Auchan, Magnit, etc.), e-com and specialized retail outlets.

As time passed, it became obvious that consumer behavior changed and women now were a world apart from women 20 or 30 years ago. Scarlett needed to remain a brand for women, but speak to a new generation, to those who are just now starting their adult lives and choose their home appliances differently.

Objectives:

— The key business objective was to enter a higher price segment;

— Update the brand platform;

— Keep the brand's female associations, but revise its tone and meaning to make them resonate more with younger audiences;

— Update the packaging design and bring it together into a design system; structure the product lines' visual architecture, modernize the design, make it cleaner and easily scalable for broader product ranges.

How we did it:

The Depot strategy team studied the U&A in detail, reviewed the segmentation and figured out how the female audience's expectations are changing. Women who used Scarlett appliances 30 years ago and young girls now are two completely different target audiences. That was the starting point for the brand platform update that focused on making the Scarlett brand modern.

Now, its communications are structured for a younger target audience: women who are only starting to build their nests, but at the same time, Scarlett remains a brand “for all women.” We also came up with a slogan, “Care starts with me” to emphasize a personal appeal to every woman even more.

The SCARLETT home appliance brand came to Depot for restyling in early 2025. The brand's history stretches back 30 years; we are very particular about our history and customer loyalty, so the choice of partner was not an easy thing for us. We chose Depot as one of the leaders in packaging and visual communication design. Even as early as at the team introduction stage, we were able to reach a complete understanding.

Maria Krylova, Strategic Marketing Director, Scarlett

Packaging

We developed a design system that scales easily over the entire product range and simplified the line navigation while preserving the brand's signature blue color. Scarlett appliances are often purchased as gifts, usually given by men. Therefore, the packaging should be instantly identifiable as “something for her.” That was how a postcard to be signed appeared on the butt end of the box.

Identiti and product cards (e-com)

We strengthened the identity through fonts and lettering; the logo became more focused and easily perceivable while the typography got cleaner and more functional. We did away with the “medical plus” that caused unneeded associations and focused on the brand's personality. Packaging in e-com is a key brand attribute easily recognized by customers and therefore, with a direct impact on sales.

That's why we designed the rules that would be equally effective for a marketplace dashboard: the measured presentation logic, the focus on the brand blue and the careful product range presentation, from kettles and hair dryers to toasters, convectors and lint removers, all work to establish a feel of a cohesive product line.

The team proved to be highly professional and dedicated to their assignment. They helped us finalize positioning, the brand pyramid and a detailed visual system. Aside from the visuals, Depot came up with a new slogan that accurately reflects the brand's personality and strengthens its differentiation. Their solutions were modern, expressive and easily scalable, emphasizing the nature of our brand and improving its visibility over all communication channels. We also noted their attention to detail, quick interactions and a flexible approach. The Depot team offered fresh ideas quickly, took our suggestions into account and was focused on creating a system that would remain effective and sustainable in the long term

Maria Krylova, Strategic Marketing Director, Scarlett

Agency team:

Anastasia Tretyakova, Executive Creative Director
Farkhad Kuchkarov, Strategy & Development Director
Anastasia Kharuk, Executive Director for Strategy
Galina Evdokimova, Verbal Communications Director
Polina Sergeeva, Art Director
Ksenia Rozhnova, Art Director
Anna Komleva, Senior Designer
Yulia Zimovets, Designer Ksenia Smirnova, Designer
Alina Burova, Market Analyst
Viktoria Smoleva, Strategist
Elena Kuzmina, Project Manager
Svetlana Malinskaya, Director, Account Management Team
Stasya Vasilenko, PR Manager

Alexey Andreev, Managing Partner
Anna Lukanina, Managing Partner
Anna Kalinicheva, Executive Director
Irma Zueva, PR Director

Client team:

Maria Krylova, Strategic Marketing Director
Vitaly Marakulin, Head, Design Department

End Date: 10/15/2025