American Standard Launches New Global Brand Identity

Runner Rocky

Over the years, there have been many significant changes in design and technology to answer to the prevalent needs of the times. With the current trends and recent significant events involving public health, sanitation, and climate change, consumers’ needs have also evolved to prioritize these pressing concerns.

This can be seen in homes where modern bathrooms have become safe spaces that highlight touchless technology and sustainable features to provide sustainability and maximum safety and hygiene for the family. 


To ensure that these ever-changing needs are met, American Standard has modified its brand rationale marked by the launch of its new brand claim, “Life. Love. Home”

“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 lifestyle to create homes that they will love every day,” said Satoshi Kanogai, Leader, LIXIL Water Technology APAC.

A trade event in celebration of American Standard’s new global brand identity launch was recently held in Bangkok, Thailand which gathered industry leaders around the region to discuss the brand’s new rationale, as well as the current trends, and thoughtful ideas related to the building industry.

One of the key segments of the event were the forums. The retail forum discussed the current retail market situation, consumer profiles, changes on spending behavior, and the consumer confidence index.

“Our retail partners across the Asia Pacific region joined us at our expert-led Retail Forum in Bangkok, Thailand, where they gained insights into the ever-evolving retail industry,” said Arthur Ian Macaspac, Retail Head LIXIL Philippines Inc. “An expert from NielsenIQ delved into the Consumer Outlook for 2023, and leaders from LIXIL Asia shared LIXIL's retail strategy and initiatives as well as best practices on data-driven sales.”

The Retail Forum featured keynote speakers Villy Lee, Leader, Retail & Digital Platforms, LIXIL Asia who talked about “LIXIL Strategy & Initiatives”; Ekaphol Phromphol, Director, Retailer Vertical Leader, Thailand Nielsen Asia in “Consumer Outlook 2023”; and Gary Yeo, Leader, Digital Solutions & Retail Processes LIXIL Asia who talked about “Best Practice: Data Driven Sales”.

There was also a design forum presented by American Standard Design Catalyst L!VE (ASDC L!VE), a well-received hybrid online and offline event that brought together Architecture and Design experts to share their knowledge, exchange opinions, and be a positive source of inspiration on various architecture and design topics, which included “Health, Wellness & Beyond”, “Circular & Sustainable Living”, and “Intelligent Spaces”.

A delegate and one of the guest speakers from the Philippines, Architect Cathy Saldana, President of PDP Architects, focused on the importance of people in design. During her segment on Circular and Sustainable Living, she shared, “No matter the glass, the concrete, the budgets, the purpose of design will always be people and at the end of the day this is what sustainability is about.”

The event concluded with the official unveiling of the new American Standard brand claim of “LIFE.LOVE.HOME” along with the brand visuals of the “American Standard Red” imply love and passion – evoking a closer emotional affinity with consumers. The American Standard Red boldly unites 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 launch 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.

American Standard is part of the LIXIL brand portfolio whose purpose is to make a better home a reality for everyone, everywhere.  

To know more about American Standard, visit and follow American Standard on Facebook (@AmericanStandardPH) and Instagram (@americanstandard_ph). 04/20/2023 (The Lifestyle Portal)


As one of the most iconic brands in sanitary ware, American Standard has earned the trust of its customers by constantly delivering style, quality and reliability to their bathrooms. Today, backed by more than 140 years of pioneering legacy, American Standard continues to raise the bar in delivering dependable bathroom solutions that combine thoughtful designs and innovative technologies to create inviting bathroom sanctuaries offering ultimate comfort and performance to its customers.


LIXIL makes pioneering water and housing products that solve everyday, real-life challenges, making better homes a reality for everyone, everywhere. Drawing on our Japanese heritage, we create world-leading technology and innovate to make high quality products that transform homes. But the LIXIL difference is how we do this; through meaningful design, an entrepreneurial spirit, a dedication to improving accessibility for all, and responsible business growth. Our approach comes to life through industry leading brands, including LIXIL, GROHE, American Standard, INAX, and TOSTEM. Over 70,000 colleagues operating in 150 countries are proud to make products that touch the lives of more than a billion people every day.

LIXIL Group Corporation (TSE Code: 5938) is the listed holding company for LIXIL’s portfolio of businesses.


Follow Us on Instagram@therunnerrocky

Follow Us on TikTok: @therunnerrocky

Follow Us on Twitter@therunnerrocky

Subscribe to our YouTube Channel: RRTV
For queries, Email us:



Post a Comment


Post a Comment (0)