Gaggenau: Expressing an obsession with life as it should be
BRAND EXPRESSION | VISUAL WORLD | ART DIRECTION
Gaggenau wanted to elevate its brand world to reflect its deep commitment to craft, culture, and the idea of life as it should be. The ambition was to move beyond purely product-focused communications and express a richer, more human point of view , one that connected Gaggenau’s mastery in the kitchen with a broader cultural appreciation of beauty, pleasure, and craft.
The idea
The creative expression, Obsessed with life as it should be, became the foundation for a visual world that felt timeless, editorial, and deeply human. The goal was to capture not just the functionality of Gaggenau’s products, but the emotions, rituals, and details that surround a life well-lived.
Development
We developed a visual brand world that balances precision with sensuality, structure with spontaneity. The editorial style combines bold, minimalist typography with rich, evocative imagery that draws on art, nature, gastronomy, and craft.
The imagery celebrates textures, moments, and gestures — telling a story of timeless pleasure rather than fleeting trends. The layout system feels intentional and spacious, allowing the photography and storytelling to take center stage while maintaining a sense of rigor and refinement.
Executions
The brand world comes to life across editorial publications, campaigns, and digital touchpoints, reinforcing Gaggenau’s place as a cultural authority in the luxury space. It gives the brand a distinctive, ownable voice that resonates with its audience’s appreciation for craft, beauty, and meaningful experiences — making life as it should be feel tangible and aspirational.
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Agency: Anomaly Berlin
Client: Gaggenau
Creative Direction: Camille Yin, Justin Fly
Designers: Kevin Hipke, Nick Mills
