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.
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 or sterile. 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.
-
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 designer
CMF designer -
From design conception till Implementation:
Competitor analysis, 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 -
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 KancarUX/UI Designer:
Fiona SatoriCoach & Co-Art Direction:
Therese Naef, Britta Pukall
Oven/stove series "Advanced" for V-ZUG AG
Oven & Steamer for V-ZUG
Bathroom series „Serenity“ for HUIDA
Corporate UX/UI design for HUIDA
Smart Glasses for Emteq Labs
Flagship Suitcase for XIAOMU /90FUN
Future design DNA for Sennheiser (confidential)
CMF design for Sennheiser (coming soon)