Wednesday, March 29, 2023

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LIXIL launches new American Standard global brand identity

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One of LIXIL’s industry-leading brands in sanitary ware, American Standard, successfully launched a new global brand identity together with the new claim “LIFE. LOVE. HOME” at the recently held American Standard Trade Event in Bangkok, Thailand – a gathering attended by over 200 guests and dignitaries from the Asia Pacific region.

“LIXIL is excited to launch the new American Standard global brand identity to the enthusiastic response of consumers and the industry. In the Asia Pacific, the brand has built a trusted following for its bathroom and kitchen solutions that are innovative, dependable, and comfortable to use. We are excited to deepen the American Standard brand empathy and closeness to consumers with the new brand claim of LIFE. LOVE. HOME that matches their aspirations and lifestyles to create homes that they will love every day,” Satoshi Konagai, Leader, LIXIL Water Technology APAC said.

With the new global brand identity launch as the main highlight of the multi-day trade event, several thought leadership and trade activities were held at the event. These activities include the American Standard Design Catalyst L!VE (ASDC L!VE), which discussed trending and thought-provoking issues across health and wellness, circular and sustainable living, and intelligent spaces. The ASDC L!VE event themed ‘Design Thinking Meets Urbanization’ was graced by leading architects, designers, and expert industry speakers.

“The ASDC L!VE event has been well received as a hybrid online-offline event. We are pleased to bring together expert speakers across the world to discuss the challenges facing the architectural and design communities around health and wellbeing, sustainability, and urbanization. We look forward to increasing our engagement and solutions to these pressing issues with our partners and the industry.” Mr. Konagai added.

As part of LIXIL, the American Standard brand has grown phenomenally globally. The brand, with its proud and enduring history of nearly 150 years, has always understood that it all begins with each person who aspires for a better life. The brand has designed and crafted its bathroom and kitchen solutions around this idea. In the Philippines, the American Standard brand celebrated its 60th brand anniversary in 2022. Building on this rich heritage, the new American Standard global brand identity renews its focus on improving homes worldwide while inspiring people to create homes they will love every day. 

Based on the new brand claim of “LIFE. LOVE. HOME”, the American Standard brand visuals and “American Standard Red” imply love and passion – evoking a closer emotional affinity with consumers. The American Standard Red will boldly unite multiple online and offline consumer touchpoints and product packaging for a seamless multi-dimensional revitalization of the consumer experience.

The launch event also introduced the new American Standard Loven collection, the first collection launched under the new brand identity. The Loven collection has a cohesive aesthetic, ensuring a polished and well-put-together look for any bathroom. The collection’s full-sized features in a compact footprint are a perfect match for urban residential projects, such as condominiums.

For more information, please visit American Standard’s website:

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