Stroller & Family Design DNA

2019-20 for Qtus

  • The developed design DNA is founded on the newly established brand soul of Qtus: “Energetic”.

    The stroller boosts through vibrant colors and bold signature elements that can be adapted to other products such as balance bikes.

    Not limited to the product touch points we also created a look & feel for the sales touchpoints to have a holistic experience for the customer.

  • How might we create a brand identity aligned with its digital and physical touchpoints system that stands out from the competition and reflects the founders and brand attitude?

  • The Chinese start-up Qtus gained sales in China and Europe with products that target a lower price segment. As a next stage, they wanted to develop the brand & products further to compete on a higher price level.

  • Project lead, lead ID designer, art-director
    Competitor analysis, design strategy, facilitation of internal brainstorming sessions, prototyping, CAD modeling, art-direction of all product and CI outcome, project management, stakeholder management

    Team
    ID designer:
    Jonas Hänel, Lun Yeh, Niels Allenspacher

    CMF designer:
    Bianca Hanauer, Veronika Schäfer

    Imagery guideline:
    Sandra Heinzen

    Logo adjustments:
    Sandra Heinzen, Oliver Günther

    Corporate identity design:
    Tim Parmee, Yishu Tan, Artu-Matti Immonen

    Coach & branding:
    Yifan Zhang

  • This project was carried out when I was working full time as a designer for PHOENIX Design and all rights belong to the company.

pivoting on brands‘ energy and radicality

To be iconic and outstanding, we translated the identified brand values into CMF, focusing on invigorating color blocking and textures.

The wheels and the T-bar were the chosen duo play on the frontline of design and enhance the CMF concept through integrating the colors.

hollistic touchpoint experience

We pulled the ideated brand-soul through a wide range of physical and digital touchpoints. Now they are a synchronized orchestra: products, communication, experiences for product launches.

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