Objective: Create a range of relevant colors for a new family of cordless hand vacuums entering the Japan market in Fall 2018.
Identify distinct trends to inspire CMF strategy and create a diverse range of colorways. Funnel options down through consumer validation to ensure that the five most effective colorways proceed to MP.
This product became Japan’s best selling hand vac in December 2018, only four months after launch!
Existing US model shown in the context of a Japanese home
Trends identified with help from Shark Japan Marketing team, Designit Tokyo Consultancy, and trend forecasters such as Stylus and Dezeen
consumer validation results
Colors for validation selected from pool of existing renderings by internal team. Validation took place in Japan with focus groups.
From validation, we found that dark and metallic colors from the Subdued Sophistication trend resonated most with consumers, for both its premium feel and unassuming presence in the home.