Designing a Simply Extraordinary Brand of Smart Home Appliances

Midea Group approached Prophet to create a new premium home appliance brand for an upcoming range of smart, connected kitchen products. Planned as a standalone brand, the opportunity was open to create a new name, strategy, story and visual look and feel.

Solution

Prophet defined the essence of the brand as 'Simply Extraordinary,' a big idea that captured the philosophy of highly crafted products that are effortlessly simple in delivering an extraordinary user experience.

With this idea in mind, Prophet created the name 'COLMO', derived from the Italian for 'summit' or 'crown' to highlight the ambitions and quality of the brand and to add some international, European flavor. 

The visual identity is also born from this idea, with an abstract crown symbol and elegant matching wordmark. Color is used sparingly to create a modern, sophisticated look with contemporary iconography and typography to support product descriptions and features. 

Result

COLMO was unveiled in October 2018 on Mont Blanc and launched its first range of beautifully designed, award-winning products in December. It was launched at AWE 2019 (Appliance and Electronics World Expo) in Shanghai, showcasing a full new range of 13 Kitchen appliances.

COLMO launched its new range of products at AWE 2019 ( Image source: COLMO )

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