A new class of affluent consumers has emerged. Eager to meet the needs of their shifting demographic, Panasonic called on us to connect key consumer insights and craft a new appliance design language specifically for China.
Reacting to a changing market dynamic, Panasonic sought to bridge the gap between their current appliance design language and one that would appeal to the modern tastes of a new generation. Drawing on the findings of research conducted by Designit, we translated insights on lifestyle behaviours of a new demographic into a clear strategy that would inform the design phase.
The new approach blended two factors: ‘harmony’ and ‘delight. Together, these elements neatly connected both European and New-Age Asian belief systems. Harmony was delivered through a balance of superior technology, design and material detailing, while delight was achieved through the addition of well placed design elements at key touch points.
We brought this strategic design direction to life across several appliances: a Rice Cooker, Countertop Oven and a Pastry Machine (Bread Maker). Although a bread maker isn’t traditionally seen in Asian kitchens, Panasonic saw the potential of this appliance in tapping into the emotional needs of the Chinese middle class and their appetite for European design.
To help Panasonic convey their premium brand identity to this new consumer group, we adopted a design language that combined sophisticated form with a signature ‘liquid’ UI, picked out in fine white line work. The exterior palette kept it simple with a palette of ceramic white and rich black. Through a subtle series of gold finishes, the interior evoked traditions of China’s past and provided a premium feel.
Our design identity became the basis of the new Panasonic European Design Language that launched in Europe at IFA 2018 before going global. Through our work with Panasonic, we demonstrated the strategic role that design can play when perfectly aligned with consumer aspirations.
+ Domestic Appliance design at Rodd
