The Robust Collection is a packaging program covering a range of five premium kitchen appliances. It is targeted at consumers who have confidence in cooking, who like to experiment with food and use cooking as a means of social contact and inspiration. The design program presents the products “centre stage”. Using high key iconic photography, the product’s premium standing, unique technologies and design signatures are communicated. This powerful and distinctive visual approach puts the products into the context of culinary creativity and inspirational food, thus creates an emotional connection with the consumer.