Having acquired three top brands in steam commercial kitchen equipment, Middleby created the Crown Steam Group to give customers a parent brand to find their equipment.
Starting with a brand identity system that determined the overall visual vibe of the Crown Steam Group, I then created an innovative website experience that allows customers to experience four brands on a single website.
The Crown Steam Group vibe needed to be subtle yet mature because its main job is to present the three top brands in commercial kitchen steam equipment. Each of those brands have well-established brand vibes that did not need to change.
By creating an umbrella brand for the top three brands, Crown Steam Group provides a frictionless brand experience that places the customer experience first.