Morphy Richards approached us to design their product repositioning with the goal of breaking age-old pricing conventions.
We became trusted partners on their journey to develop a cohesive industrial design brand language and a product range that would introduce a whole new audience to the brand.
Our decade-long relationship with Morphy Richards has resulted in several amazing projects, but perhaps the biggest repositioning challenge they set us was this: design a breakfast collection that would maximise the margin at lower price points. Eager to help Morphy improve their brand perception at the lower end of the market, we began working together to add value and style at every level.
The products in question were a toaster and kettle pairing; items that range from bare necessity to stylish additions to high-end kitchens. Designing a product line that could span this spectrum of price points required some attention to detail and a bold approach, with careful consideration given to how design execution could work in the foothold of the market.
The result was a modular design language centred around key components. This enabled the team at Morphy Richards to adjust the trim levels and create a range of products at different pricing levels and aimed at different audiences.
Underlying the modular design were unifying design details that were unmistakably Morphy Richards. This clean, contemporary look would eventually become synonymous with the brand, repositioning the brand as a design leader rather than a price fighter.
This initial project formed the basis of the brand language we developed with them over the years.
+ Domestic appliance portfolio
