a new design DNA for the entire portfolio

2014-18 for V-ZUG AG

The new design DNA for oven, steamer, winecooler, dishwasher, cook-top and fridge harmonises the appliances through a visionary, unique and a very Swiss design language.
Envision and create an entire new design for the whole product portfolio: oven/steamer platform, coffee center, cook top, dishwasher, and fridges.
How might we design a visionary leader product line in premium segment to overtake the German competition and increase export sales?
The traditional Swiss household goods company V-ZUG creates world leading kitchen appliances made in Switzerland and is strongly expanding into the global premium market.
This project was carried out when I was working full-time as a designer for milani design & consulting AG for V-ZUG AG.

All rights belong to V-ZUG AG
Project lead, co-lead ID designer, CMF designer
From design conception till Implementation:
Design strategy with a focus on differentiation and portfolio segmentation, prototyping, CAD modeling with final surfacing, rendering, CMF design concepts and implementation,
Art-Direction of different other related projects, creation of brand guidelines & product style guides

Team
Design Strategy:
Elisabeth Malm

ID Designer:
Livia Weder, Jeremias Perren, Samuel Beer, Judith Böhm, Marc Binder, Maxi Modes, Fiona Satori

UX/UI Lead:
Dominque Gressly & Peter Kancar
UX/UI Designer:
Fiona Satori
Coach & Co-Art Direction:
Therese Naef, Britta Pukall

design strategy: shooting star

When defining a new visual brand language across an entire product portfolio, the crucial question always arises: Which product should lead the way? V-ZUG answered this decisively by starting with its most iconic and strategically important product—the oven and steamer. This "shooting star" became the anchor for shaping the brand's future expression.

testing
design
principles

Designing the hero product first provides valuable insights into core design principles that can be extended across the portfolio. These principles—refined through the oven and steamer—served as a foundation for other categories such as fridges, cooktops, and entry-level products, ensuring coherence and scalability across different segments.

the V-ZUG toolbox / design guideline

To create a unified and distinctive V-ZUG portfolio, a comprehensive design guideline was developed. It ensures consistency with the brand’s identity, aligns with the values and needs of diverse target groups, and maintains a coherent design language across all product segments. The guideline serves as a practical toolbox for all stakeholders—internal and external—helping to guarantee long-term design quality.
Given the breadth of the portfolio and the number of contributors, the V-ZUG design guideline is extensive. It includes detailed information on personas, core design elements, UX/UI principles, and visual style guides.

the new portfolio result: minimal but sensual

The new design reflects the heritage of a classic Swiss company—minimal, precise, and geometric. Yet, it avoids becoming plain, sterile or simplistic minimalism. Carefully physically and digitally crafted details bring soul and character to the products, while the overall essentialist approach provides the clarity needed to let these moments shine.