The new positioning of the New Zealand brand “Fisher & Paykel” in the chinese market required an adaption of the exsisting corporate design. The Design of the manufacturer of kitchen appliances was transferred from a friendly-reachable, international look to an exclusively-premium appearance to fit into the luxury market segment.
The range of colors was reduced, any design elements were eleminated. The key role of the corporate design was set to the image style. This strong reduction to the essentials – image and logo – creates a big difference to other chinese competitors.

Period of time: January 2010
Service: Concept, design, design documentation
This project was processed for MetaDesign China Ltd., © MetaDesign 2010