M3 Design, Inc

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Description

The Alen brand is establishing a reputation as the source for indoor air quality products. From air purifiers to air conditioners and dehumidifiers, their product offering is focused on providing “Life without compromise” by improving the quality of life for allergy, asthma, mold and pollen sufferers. They called on M3’s design expertise to help them create their first ever product. Our challenge was to create a flagship product that would build on their brand equity, further their reputation as a progressive leader and to help them penetrate deeper into the air purifier market. In order to uncover opportunities to achieve Alen’s business goals, M3 investigated buyer’s motivations, the competitive landscape and also how customers viewed the Alen brand. M3 developed a Design Strategy to address the opportunities uncovered by M3’s research. As the majority of purchasing decisions were made by women, the goal was to develop a family of products that have a more universal human appeal, is more harmonious to the home environment, with a more discrete and sophisticated aesthetic. As 80% of all purifiers purchased are researched and bought on-line, M3 developed a new design language that would ensure that all future products developed would be recognizable as a family, even when viewed on-line at small scale.

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