The design strategy for Pelonis was born out of a need to align the brand with consumer perceptions in North America. Despite the product's functionalities being highly relevant in this market, the product family was not effectively communicating its features. The challenge was to introduce a new brand language that would offer differentiation and a premium message to a new product family, adding value without incurring increasing costs during production.
Arbo Design's unique approach to this challenge resulted in a visual brand language (VBL) that communicates the company's personality and equips designers with a powerful tool to control the creative process. The VBL expresses the brand’s core attributes and values for a collection of environment care appliances, emphasizing affordable innovation in home comfort products as well as a human-centered design approach.
The new line of heaters, air purifiers, and fans feature a sleek and modern design that is aesthetically pleasing and reflects its functionality. The design incorporates a range of metallic materials and LEDs, creating a premium look that speaks to the product's quality. Aspects of manufacturing have been taken into account when creating the form, ensuring that the product is both visually appealing and fully functional. The combination of colors, materials, and finishes allows users to recognize the product.
The design process involved the creation of conceptual definitions that form the brand platform, verbal identity, and visual identity. The challenge was to develop a verbal language and make it tangible in the context of the brand and in the development of its products. This VBL is featured in all product levels (shape, colors, graphics, interface, UX, and CMF), inspiring the project team and creating an emotional bond between the brand and the consumer. Furthermore, it provides direction to evaluate the success of a product and express the brand’s core attributes and values.
The project started in November 2022 in Brazil and China and finished in February 2023. The production will occur in China. The design also supports the company's commitment to sustainability, helping to reduce its environmental impact by using materials that are recycled, recyclable, as well as energy-efficient components.
The design was recognized with a Silver A' Heating, Ventilation, and Air Conditioning Products Design Award in 2023, a testament to Arbo Design's innovative approach and commitment to excellence.
Project Designers: ARBO design
Image Credits: ARBO design team, Freepik e Pexels.
Project Team Members: Valkiria Pedri Fialkowski Daniel Kroker
Project Name: Pelonis
Project Client: ARBO design