INSIGHT | DESIGN

Paderno Housewares and Appliances

Client

Canadian Tire

Scope of Work

Research
Competitive Review
Customer Journey Map
Interviews
Survey
Report with Recommendations
Material Research
3D Design
2D Design
Interaction
Visual Brand Language - Style Guide
Prototypes
Production Management
Marketing Brochure

KerrSmith worked closely with the internal team at Canadian Tire to create a full Visual Brand Language (VBL) strategy for the relaunch of the iconic, Canadian cooking brand Paderno. Our work included ethnographic research, customer journeys, ergonomics, function, form, materials, packaging, prototyping, testing and detailed design of a wide range of hand tools, cutlery, cookware, bakeware and electronic countertop appliances, all based on deep understanding of customer experience and brand expectation.

To ensure a consistent and distinct design sensibility throughout the entire Paderno product line, we created a fully illustrated 324-page Visual Brand Language (VBL) guideline book. This strategic design document reinforces core brand values and illustrates how the entire “family” of new Paderno products fit together. It includes brand strategy, brand story, brand essence, 3D design language, graphics, typography, 3D renderings of a comprehensive range of products and a fulsome competitive review. The VBL clearly demonstrates how 3D design (products) and 2D design (graphics) align to build enduring brand value for Paderno.

User Experience
Our design of the appliances also included research and the detailed design of user experience involving sequence planning and controls and displays. As part of the Paderno project it was necessary to do a deep investigation into the user interface. Using our 25 years of experience in user-focused product development, we conducted observation research in the field to understand physiological interactions and expose preferences and obstacles when it comes to performing appliance-related tasks. We designed control sequencing, pictograms, graphics, and a digital font all based on research and collaboration.

Human-Centered Research
We believe a human-centred approach is essential and performed extensive research to design a successful and user-friendly line of products. To determine the exact requirements, we made sure to consult and x with the client about all details. We conducted investigations in ergonomics and function as well as made in-home visits and interviews familiarizing ourselves with all stakeholder needs and requirements such as pricing, shipping, delivery, merchandising, brand positioning, cleaning, security, product attachments and functions, and the end-user interface. We reviewed competitor information for relating products supplemented with our own retail information. Multiple customer-journey maps were developed and a visual reference summary, beginning with client guidelines that include colours, images, and lifestyle references for marketing, were produced. We explored additional research regarding the cognitive, social and cultural aspects of the product (user interface, product status) and new cooking sectors, materials and techniques for product innovation.

Ethnographic Research
Working with the Cookware brand product team, we conducted ethnographic research into small-space living in urban centers to uncover opportunities and unmet needs for consumers. We intersected this research with survey data and intercept interviews in stores to gain fuller perspective on how to effectively drive product innovation. Our work provided observations and insights that can be used across the kitchen category.

Fast Forward

Livery and Upholstery Design

KerrSmith Design
550 Queen St. East, Unit 335
Toronto, ON M5A 1V2
416-703-5377