In the market of ‘well-being’ household electronics and kitchen appliances Korean company Woongjin-Coway strives to be one of the global players. After booming in the domestic Korean market W-C aspired to expand into various European markets.
For the reason of brand coherence it was important to relate the new product designs to the already established brand DNA, but also to find a unique look that appealed to European customers. In consequence, a contemporary design tonality was found, which integrated well with W-C’s brand DNA. The final design of the water purifier and filtration device is attractive to customers in Europe and conveys various premium characteristics. Attractive to the eye, a lucid material finish of the main body was combined with a nature-inspired top to establish an unpolluted appearance, highlighting the natural aspects of water – pure, refreshing and natural.
IDEA 2012 Finalist
Design Strategy and Design Direction by Roger Kellenberger, while at HaA Design.
