Year
2023
Sectors
B2C
Consumption
Service
brand strategy
Brand Concept and Design
Bottle design
Packaging Design
THERMOS bottle design
Products convey core brand values
THERMOS® Cuisinart is a brand that exists for the needs of people and its core values are "environmental protection", "innovation", "caring" and "sincerity".
THERMOS® Cuisinart is a brand that exists for the needs of people and its core values are "environmental protection", "innovation", "caring" and "sincerity".
In terms of product development, THERMOS® Cuisinart also hopes to develop a brand tree structure based on the brand's core values as a basis for future product design.
Development of branded product trees
ProcessPro assisted THERMOS® Cuisinart with the development of the thermal bottle graphics, starting with an understanding of the product's competitors, then conducting a questionnaire survey of the target customer base to understand their associations with THERMOS® Cuisinart's four core values, and finally organizing a design consensus meeting with the brand's core team to develop the brand tree concept in its entirety.
Reversal ╳ Social Care
ProcessPro follows the structure of the brand's product tree and develops related design themes under the vectors of "Innovation" and "Caring".
Focusing on stray and endangered animals that are of concern to the public as the main theme of "Care", the combination of "Dog and Cat" and "Taiwan Black Bear and Plum Deer" was chosen to be presented on the bottle using the "innovative" technique of graphic reversal, which is a novel visual effect that can attract the attention and discussion of the users and their peers, and thus arouse the concern for social issues.
Due to the organizational nature of human perception, the brain will separate the visual object from the background; the separate part is the "picture" and the surrounding part is the "ground". Reversing this cognitive illusion by utilizing the figure and the ground requires more ingenuity and skill in design, but it is also more fun to watch.
Thermos Protecting Endangered Animals Through Brand Power
In order to help Cuisinart realize its corporate social responsibility, Pro and its partners jointly developed the Snow Leopard series of merchandise with the core spirit of public welfare and protection of endangered animals to arouse public awareness and understanding of this group of disappearing creatures through the brand's influence.
Leader in Vacuum Insulated Bottles
Founded in 1904, Cuisinart is the world's largest professional manufacturer and distributor of high vacuum stainless steel housewares. Its annual production and sales volume accounts for more than 30% of the world's total, ranking first in the world. Currently, the Cuisinart Group has 21 manufacturing and sales facilities around the world, with subsidiaries and distribution offices in more than 140 countries. In China, there are more than 300 self-operated retail stores, which are deeply cultivated in the consumer market.
Corporate Social Responsibility
Entering the Chinese market in 1995, Cuisinart is now a household name. As the brand matures, Cuisinart seeks to achieve higher corporate goals and upholds the spirit of corporate social responsibility, hoping to bring positive influence to society through the power of the brand.
Awakening of Endangered Animals
Taking the perspective of corporate social responsibility as the starting point, Pro and Cuisinart, with the core of protecting the endangered through the power of public welfare, selected the snow leopard as the theme for the development of a series of products about the snow leopard through the four endangered animals in the world announced by the WWF Association. In cooperation with WWF, an international charity organization, we hope to raise people's awareness of environmental protection, reduce the use of disposable plastic bottles, and work together to conserve the endangered wild snow leopards.
Disappearing Semi-Invisible Shape
The snow leopard is a wild and endangered animal in China, with a white body and dark spots. The simplicity of the black and white snow leopard image has a Chinese element of ink and wash. On the solid color of the bottle, the snow leopard is simplified into a single black color, with half of its face floating on the top; turning to the back of the bottle, there is the snow leopard's footprints that are hidden through the use of the same color and different materials. Through this half-hidden, half-embodied design, it is intended to remind people of the imminent disappearance of the snow leopard.
Protecting the Endangered
During Cuisinart's crowdfunding campaign for the Snow Leopard Cup on Jingdong, China's leading e-commerce platform, Cuisinart accomplished its project sales goal of 496%, while the Snow Leopard Cup was recognized with the “2016 Home Style Award”.
Based on the image of the snow leopard, Cuisinart extended the related products to strengthen the promotion of this series of products and public welfare programs. To this day, the Snow Leopard Cup remains Cuisinart's best-selling product, and through the power of the brand, it has raised awareness and concern for endangered animals and enhanced the brand's public service image.
