Daewoo LineUp Family Design

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Daewoo |New Family LineUp Design

The aim was to design a new product family for Daewoo to start creating brand awareness with the below avarage price index. The key attributes for the project was to establish a design language which was applied across the product range including user-friendly features and use a combination of materials and surface finishes to maintain a brand identity across the whole range.

Market Research & Trend Analysis

The Daewoo brand was planned to be located as a mass-appeal brand with a friendly and partially playful image. It is also planned to be located in the middle of conventioal-rebel line and mature&classic-young innovative line. The top 3 Audience of Daewoo are low & mid income people, online & hypermarket customers and young adults (25-40 age). During the benchmark process, conventional white goods in the market were examined to understand the key aspects that brands reflect in their products while designing a brandline. Segmentation has been achieved with the use of color, material usage and the increase in the number of programs. The living and kitchen area has become a whole, as well as getting closer to each other. In this case, when predicting white goods trends, I also evaluated not only kitchen trends, but also interior design trends and 'life style' electronic device trends.

Ideation

Consumer preferences have been shifting towards simplicity and intuitiveness in product designs. Even though consumers are drawn to innovation, they value products that are easy to understand and use.

While finding a design element that I can apply across the product range, I focused on using a basic geometry with flexible manufacturing facilities and reflecting the young image with smooth and dynamic transitions. Defining frames helped me to create segmentation options in the final step.

Prototyping

Prototyping played a crucial role in this project, as it provided an opportunity to gather customer feedback, refine ideas, enhance user experience, and ultimately create successful and marketable products.