On the 4th July 2007 Kenwood Ltd prepares to strengthen its food mixer category by launching kMix designed by Youmeus.
Youmeus provided the external impetus to take them into a new direction with the introduction of the kMix food mixer. Their work encompassed branding, naming, visual identity, industrial design, packaging design and sales and marketing tools aimed at helping Kenwood engage with the consumer in new and exciting ways.
Youmeus’s remit was to create a product for “consumers looking for high quality design that embodies the Kenwood Chef values for a new generation. A piece of art in the kitchen that makes a statement on a design level.” (Kenwood)
“With an over-saturated marketplace, it was obvious that we could not just develop a product that competed on function and price. We needed to create a new definition of what value means and to do it in the spirit of the brand.
Youmeus achieved this by influencing the whole product experience.
“A lot of companies commission design agencies to add value to their products through industrial design and they tend to focus on just the end product, however consumers don’t see it this way.
They make judgements on value that go beyond just visual identity and are based on the experiences they have with the product and the brand behind it.” (Chris Christou)
As well as industrial design and product development which is the core of Youmeus expertise, they also developed the kMix brand, “The art of living” positioning statement as well as the identification and creation of various consumer touch-points including new packaging and introductory experience kits to make every point of interaction with the product and the brand behind it delightful.
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