Founded in 1910, Hamilton Beach was a company comprised of new and innovative ideas which were made available to the Greatest Generation. In the past few decades Hamilton Beach has lost its original brand essence – one that was created around the idea of good thinking. An overly extensive product portfolio and a conflicting brand language has led to an identity with little brand equity.
Establish a cohesive and harmonious brand language
Design a new family of concentrated products
Introduce a memorable brand and line of products
Reposition & relaunch the brand identity
Update brand identity for a modern era
Hamilton Beach currently has the opportunity to refresh its brand identity through a harmonious design language accompanied by a concentrated family of products. In addition to creating a cohesive brand identity, we must reposition and relaunch Hamilton Beach’s product portfolio.
We are divided into three groups to do research in trends & technology, market positioning and user groups. In order for Hamilton Beach to employ the best brand strategies. We also collaborate with the communication design department on researching and developing a cohesive design language for Hamilton Beach.
Trends & Technology
Modern design trends and new technologies play a key part in designing and marketing new products.
Research into competitor’s products shows three main areas in which Hamilton Beach should place its new products.
User Groups & Logos
Products distributed by Hamilton Beach fall into three distinct user groups. Trendsetters, Social Cooker, Home Professionals.
Trendssetter : A person who cultivates an area of interest based on popular social influences. Carolyn is 25 years old, works as a product manager at Nordstrom. She is well informed on latest trends because of her job function. She prefers tea over coffee when she needs to wake herself up at work.
We decide the design language based on the latest trends forecast of 2011, it includes color, form, function and materials. Some keywords are soft, bright color plastic, organic, minimal, less is more.
Through group brainstorm, we vote on products with a good form and function, that can translate well into the market that we targeted at. 9 out of 20 of my concepts were picked.
I chose to go with the direction designing a tea maker. I explore different forms that fits the design language. Figuring out what the tea leaf filter will work and look like.
Teezmo : Portable Tea Maker
Teezmo is a portable compact tea maker, allows you to make a fresh cup of tea wherever you go.
- Heating Base : Click the button to boil water, click half way to keep warm.
- Cap : The top pops up and whistles the release steam when water boils.
- Cup : Double walled glass cup prevents uncomfortable heat from hand.