Market research, industrial design, brand language, UI/UX, graphics, prototyping, sourcing
Awarded Best of Show and Most Innovative at KBIS 2006
The endeavor in establishing a new brand for Maytag to compete in the luxury appliance market initiated the development of the Jade visual brand language (VBL). This comprehensive process involved the generation of over 100 initial design concepts, which were meticulously evaluated and narrowed down to 25 for further refinement.
The refined concepts were then reviewed with the top high-end distributors, certified kitchen designers and architects in major US markets. This collaborative approach ensured that the final VBL resonated with the key stakeholders and aligned with the preferences and expectations of the target demographic.
The culmination of this iterative process yielded a final VBL for Jade that seamlessly combined elements of the strong American commercial product aesthetic with a more minimalist European styling for the overall appearance of the products. This amalgamation of design elements resulted in a distinctive and cohesive visual identity for Jade, immediately positioning it as a formidable player in the luxury appliance market.
With the foundational VBL established, the focus shifted towards refining the finer details of signature elements and consumer touch points for Jade appliances. Specifically, attention was directed towards enhancing the design of knobs, handles, and grates to achieve a balance between a commercial aesthetic and modern styling that complemented the overall minimalist design language.
The objective was to imbue these components with a sense of sophistication and functionality while maintaining a nod to the strong American commercial product look. This involved meticulous attention to detail, considering factors such as material selection, finish, ergonomics and tactile feedback to ensure a premium user experience.
By modernizing these key elements while retaining their commercial essence, we were able to strike a harmonious balance between timeless elegance and contemporary flair. This approach contributed to the creation of appliances that not only exuded quality craftsmanship but also seamlessly integrated into modern luxury kitchen environments, further solidifying Jade's position as a leader in the high-end appliance market.
The design refinement process for the handles and knobs of Jade appliances involved quick studies and concept iterations to achieve the desired aesthetic and functionality. Drawing inspiration from the design elements of the knobs, the handles underwent refinement to ensure consistency and coherence within the VBL.
The knobs were crafted from cast 304 stainless steel, imbuing them with durability and a premium feel, while the handles were roll-formed 304 stainless with solid ends. This choice of materials not only ensured robustness but also maintained the commercial proportions desired for the overall look. Despite their commercial influence, careful attention was paid to ergonomics to ensure comfort.
To add a touch of sophistication and brand identity, the Jade logo was tastefully etched into the handles, serving as a subtle yet distinctive hallmark of quality and craftsmanship. This attention to detail elevated the handles and knobs to more than just functional components, transforming them into iconic elements that contributed to the overall elegance and refinement of Jade appliances.
In our quest to innovate and differentiate Jade appliances, we set out to reduce the height of the grates while ensuring optimal airflow for the high BTU output, all while maintaining the commercial proportions that define the brand. Additionally, I aimed to create a design that appeared sleeker and less bulky compared to our competitors.
Through extensive design exploration and prototyping, we successfully achieved our goals by leveraging our commercial heritage and competitive edge. The redesigned grates not only met the functional requirements but also enhanced the visual appeal of the ranges.
In my effort to further push the boundaries of innovation, we introduced a French door version of the wall oven. This groundbreaking design not only set us apart from the competition but also garnered acclaim, leading to recognition and awards at prestigious events such as KBIS.
Below are images showcasing the evolution from quick, full-scale prototypes to the final product, highlighting the meticulous attention to detail and the seamless integration of form and function that define Jade appliances.
The creation of the product VBL for Jade appliances served as a comprehensive guide for various aspects of brand management and marketing. This encapsulated the unique design elements, aesthetics, and brand identity of Jade, ensuring consistency and coherence across all touchpoints.
One key application of the product VBL was in marketing collateral, where it provided a blueprint for creating promotional materials, advertisements, and packaging designs. By adhering to the guidelines outlined in the VBL, marketing teams could effectively communicate the brand's messaging and values while maintaining visual consistency.
Additionally, the product VBL served as a valuable resource for training and developing Jade brand stewards. It provided a clear framework for understanding the brand's ethos, design principles, and customer experience standards, empowering employees to embody and champion the brand in their interactions with customers and stakeholders.
Overall, the Jade VBL played a crucial role in shaping the brand identity and ensuring its successful implementation across various channels. By aligning marketing efforts, training initiatives, and brand stewardship with the principles outlined in the VBL, Jade was able to establish a strong and cohesive brand presence in the luxury appliance market.
After a rigorous 15-month development journey, the culmination of our efforts came to fruition with the launch of the entire Jade appliance line at KBIS 2006. This significant event marked a pivotal moment for the brand, showcasing our commitment to innovation, quality, and excellence in the luxury appliance market.
The launch garnered widespread acclaim and recognition, as the product line was honored and awarded both Best of Show and Most Innovative at KBIS 2006. These prestigious accolades underscored the groundbreaking nature of our products and validated the dedication and creativity of our team.
"Kevin is a cutting edge designer. While at Maytag he led the creation of a new visual brand language for "Jade" a new brand of high end, luxury kitchen appliances. Operating under an extremly agressive time line and with a limited budget he delivered a VBL that is still in use today and helped create a wall oven that was awarded "Best of Show" and "Most Innovative New Product" at KBIS in 2006."
General Manager, Jade