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Background

Funai is a brand name widely recognized in Asia and Europe. They are also a component supplier to many major CE brands worldwide and make and sell Emerson, Sylvania, and other entry level brands.  Funai wanted to enter the American market with the Funai brand name.  They wanted a sophisticated, distinctive look that would position the Funai brand higher than their existing brands, but just below the premier brand of Sony. 

Challenge

Funai wanted the insights of a US design firm to define a unique design language that could be utilized across the entire family of Funai video products so that US consumers could immediately recognize the Funai look.  They wanted to utilize design to establish an image of credibility and technology leadership.

Solution

Speck Design produced a design language that allowed Funai to depart from the typical boxy CE look.  The language emphasized a delicate concave curved front that emphasized thinness and conveyed a dramatic sweep of size.  The design introduced flat angled surfaces on the exterior vertical edges that eliminated fat curves and created a number of sharply creased edges. 

Results

The design concepts debuted at CES in 2005 and Funai introduced the their brand name to the US.  With the combination of design, features, and pricing Funai secured long term volume commitments from Best Buy stores as well as other major retailers.

PROJECT INFO

• Client:

  Funai

• Project:

  Family of Video Products

• Industry:

  Consumer