Year
2022
Sectors
B2C
Consumption
Service
brand strategy
brand positioning
Brand Design
THERMOS Cuisinart Home Appliance Series
Simple - Pleasant Life
Founded in 1904, Cuisinart is the world's largest professional household vacuum stainless steel brand, with its technology and sales volume ranking the top in the world. Cuisinart entered the Chinese market in 1995, and the brand positioning in the Chinese market was planned by Pro in 2015, and now it has become a well-known brand.
Vacuum Insulation Brand Leader
In recent years, in the face of increasing competition for thermos cups, Cuisinart has developed several brand strategy packages to maximize consumers“ share of mind, based on the brand's mission and vision of ”to be the first brand consumers think of when they think of kitchen appliances". As a long-term partner of Cuisinart since its establishment in China, Cuisinart hopes to provide professional brand strategy, brand positioning and brand design for home appliance products through the collaboration with the Pro team in this project.
Extension of the spirit of the mother brand
At the outset of the project, there was a critical choice to be made: should we rebrand this group of appliances? Or should we extend the Cuisinart branding to this line of appliances? After sorting out the brand structure of the mother and child, Pro decided that the home appliances should extend the existing brand logo of Cuisinart, and at the same time, apply the original core values of the brand, such as innovation, trust, care, and environmental protection, to the brand value of the home appliances through a brand new interpretation.
Aiming at the New Generation's New Life with Simple Home Appliances
In terms of brand positioning for the home appliance series, Pro applied a full set of positioning strategy systematic analysis; firstly, it conducted quantitative market research and analysis to formulate two important elements about home appliance, “frequency of use” and “degree of professionalism”, and then benchmarked the precise user groups with competing brands to develop a dynamic market positioning for Cuisinart's home appliance brand. The first step was to conduct a quantitative market research analysis to develop a dynamic market positioning for Cuisinart's home appliance brand by identifying two key elements of home appliance use, "frequency of use" and "level of expertise", and benchmarking the precise user segments against competing brands.
Through the reinterpretation of the core values of the Cuisinart brand, the new home appliance brand will present “Simple. The brand's core tagline: ”The Original, The Cuisinart, The Life Experience“. The core slogan of the brand, ”Simple life brings joyful experience“, also leads to the overall brand image. Through the dynamic visual communication of the packaging, consumers can intuitively feel the process of life experience that Cuisinart home appliance products bring to their lives. The packaging adopts the form of: Ingredients>Cuisinart>Food, a process form of presentation. In the main visualization, the interaction between human and food is brought in a split second, and the dynamic sense of ”ready-to-eat“ is presented in the still image.
The brand logo extends a strong brand identity system.
In terms of visual system design, Pro uses the beveled structure of the Cuisinart brand logo in the graphic design of the plane, and the angle of the overall geometric structure is extended from the angle of the brand logo, which echoes with the THERMOS brand logo, and further strengthens the visual consistency of the brand design. The geometric structure is highly flexible in the branding system, and can be greatly adapted to the future needs of home appliance products with diversified sizes.
Vertical and Horizontal Integration of Product Lines
In addition to a full set of brand identification system, another problem to be solved is the demand for different series of products of the same category. In response to the complexity and diversity of the SKUs of home appliances products, PLANET simplified the complexity by designing a color system that is easy to identify and has brand consistency for the two series of products, and applied it to the application design of the whole series of products. The color system of Classic series and Homestyle series allows consumers to easily distinguish the difference between the two series.
Design communication strategies with consistency
The visual system of Cuisinart home appliance series is further extended to be applied in webpage visualization, printed materials, product display design and e-commerce platform design; with recognizable and systematic visual design.
Through the development of brand strategy and design, Pro helps Cuisinart to upgrade its brand, establish a clearer and more complete brand visual system, more precise customer segmentation and more effective brand communication. This helped Cuisinart to successfully enter the small home appliance market in a highly competitive environment, and helped Cuisinart to reach another peak in brand expansion.
