Rebrand iRobot's retail presence and boost product communication for their new, updated line of products.
Retail Design
Design Director
With iRobot’s category position slipping, we set out to better communicate their updated product line. The goal was to deliver a premium, approachable experience—educational but not overwhelming, tech-forward yet human-centered—while streamlining choices, encouraging trade-up, and guiding confident decisions.
Our goal is to effectively orchestrate shopper behavior and create an in-store experience that benefits our shoppers and retail partners alike. First, we disrupt shoppers’ autopilot. Then, we close the deal with relevant education and performance claims.
Stakeholder interviews revealed shoppers felt overwhelmed at shelf. We responded with a simplified visual system that highlighted key product features, integrated digital tools, and allowed for future updates. A “tech-forward, yet human” design reclaimed the iRobot green and introduced warm materials to elevate the brand.
