Black & Decker Sets New Brand Identity in Small Electrics

Russell Hobbs Gains Extension of Black & Decker License AgreementMIDDLETON, Wis.-Spectrum Brands’ Black & Decker brand will launch a new brand identity at the International Home + Housewares Show, which begins a week from this Saturday.

According to a Spectrum statement, the new identity will build on Black & Decker’s “heritage of delivering honest, intuitive and thoughtful products that empower consumers to transform their house into a home.” Over the next two years, Black & Decker will unveil a new logo which will appear on websites, social-media sites and printed materials, including packaging.

At the Housewares Show, Black & Decker will debut a coffeemaker that uses the new EvenStream Showerhead Technology, which reaches optimal brew temperature faster for a richer extraction. Also new will be the FusionBlade line of blenders, which offer enhanced blending to create smoothies, purees and power drinks.

Spectrum’s George Foreman brand will display new grill models featuring the brand’s patented fat-removing design, marketed under the tag line, “lose the fat, not the taste.” Among these are the 5 Minute Burger Grill and the Evolve Digital Searing Ceramic Grill.

On the men’s grooming side, Spectrum’s Remington brand will present the HyperSeries line of men’s shavers, the Lithium Power line of shaving and grooming tools and the Virtually Indestructible Barbershop Clipper. In hair styling, Remington will launch the Ultimate Stylist collection, the T-Studio Silk Ceramic Multi-Style Wand and Anti-Fizz Irons, along with items in the hair-accessories and ladies’ hair removal categories.