Design as a differentiator
A Philips case study

Page 5: The communication strategy

Philips 5 Image 6Having developed a winning set of products it was essential to get the message out to the customer that the products provide the ideal combination of form and function.

Communications needed to emphasise that the products are not only innovative and aesthetically appealing, but also eminently practical - efficient, effective and easy to use, providing the perfect balance between the need for both ‘humanity’ and high-tech convenience in the kitchen.

The Philips-Alessi Line products are packed in simple brown cardboard boxes in line with the quiet, natural and simple concept of the products they contain. On the side of the box is an expressively attractive photograph of the product. The products are easy to carry home in style using a simple rope handgrip.

Philips | Design as a differentiator


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