Brionvega | Reinventing A Brand

Project Brief

Choose a brand that used to have a strong consumer presence but has gone under or is struggling to maintain its presence in the sea of growing brands

This project was to choose a brand that was well known in the past but has stopped growing due to other circumstances such as the rise of competition, the growth of new technologies, and other factors that inhibited the success of the brand.

The brand that I chose was Brionvega, which is an Italian electronics company born in Milan on 1945 by Giuseppe Brion. They produced radios, audio systems, and television. Their collaborations with well-known designers has turned their products into cult objects.

I chose the brand Brionvega because I was attracted to their design aesthetics, especially with their two iconic televisions, the Doney and Algol, and others such as the Volans and the RR126 which is a radio/turntable designed by Pier Giacomo Castiglioni. Its a wonder how such a brand who collaborated with well-known designers of the time started to lose its appeal with consumers and become overpowered by other companies.

So, I tried to identify why Brionvega lost it's appeal and came up with reasons such as the lack of well-known designers continuing to design products for them or that their aesthetics were different compared to what other companies were designing. In summation, I figured that Modern Designs, New Technology, and Growing Competition were the main reasons why Brionvega wasn't as successful as it used to be.

By coming with that and looking at other external factors such as the way television designs were becoming more and more thinner and just simple slabs, I figured that Brionvega's design aesthetics wouldn't be appropriate for continuing their designs in the television market category.

I felt that introducing Brionvega into the Kitchen Appliances would be a viable proposition for the brand. Reason being is that the category has gradually changed in terms of technologies and the market position, which focuses equally on form and function would be great for Brionvega to leverage their design heritage and apply their aesthetic toward kitchen appliances.

Disclaimer: Logos and company names used in this portfolio are strictly used for student project purposes and have no relationship to the company.