ANML - KitchenAid


A fresh take on a historic brand

  • UX
  • Strategy
  • Art Direction
  • App Design
  • Visual Design
  • Design Systems

Elevating the app experience to support a brand evolution.

KitchenAid is, and always has been, made for people who love to cook, and exists to make the kitchen a place of possibility. More than just their iconic stand mixer, they are a modern, global brand with a full offering of smart kitchen appliances.

ANML was brought in to help redesign KitchenAid's mobile app. After a deep brand immersion, we set off to design an experience that would develop an emotional connection with consumers; inciting their passion for cooking and inspiring creativity in the kitchen.

Inspiring creativity in the kitchen

Drawing from our user persona, the design system features pops of unexpected visual elements influenced by the moments of raw expression that happen while cooking.

A minimalist aesthetic

We developed a modern design language that brings focused attention to the tasks at hand.

Beautifying function and utility in the design system

From text to timers, ANML crafted a design system that truly shaped each element in the experience with a simple model that made for a clean developer handoff.