What was the scope of their involvement?
We’ve acquired quite a few large clients in niche markets, and it was necessary to give a matching visual experience. This is where Analogy Design’s contribution came in. They provided design thinking for almost a year and a half and transformed our product branding.
At the start of this project, we didn’t have a good feel for our logo or color scheme. Analogy Design created a design document and a new design. They also made three different design concepts and linked attributes, names, fonts, and color schemes to each one. We selected an idea that depicted five elements—earth, air, water, space, and fire. We deal with fire, of course, so we wanted to make it prominent in our visual elements. Understanding the alchemy element and the entire concept, Analogy Design gave us a schematic presentation of how the brand should look and what should go to our website, collateral, letterheads, and so on. They designed everything from end to end.
Analogy Design applied the same attributes to product design. They studied the entire burner platform industry and identified where our products stood in the landscape. They proposed steps based on performance data, which they collected over 10 weeks visiting our users’ kitchens. We had a round of meetings after that, which included discussions that drove several corresponding designs.
What is the team composition?
Vibha (Head, Business Development, Marketing, and Operations, Analogy Design) worked from Hong Kong, and she had a team of 5–6 people. I always interacted with Vyasateja (Founder, Creative Director, Analogy Design) and his designer.
How did you come to work with Analogy Design?
We worked with a few other product designers before I was referred to Vibha by an associate, who spoke highly of her track record of creating fantastic product designs. She had a presence in Hong Kong and also had experience in the U.S. We set up a meeting shortly after the referral.
How much have you invested with them?
We’ve spent approximately $600,000–$800,000 with them so far.
What is the status of this engagement?
We started working with Analogy Design in October 2017 and wrapped up in September 2018. The initial project finished in 12 weeks, but we had to extend it by more than 60 weeks so that we could make designs for a product that hadn’t been released in India before. I also extended the timeline because I wanted to make sure we were well-prepared when bringing the product into a global marketplace.
By increasing design options in the gift card selection process, Analogy Design helped drive significant increases in category conversions and customer reviews. The team demonstrated remarkable knowledge in graphic design, packaging, and materials, which set them apart from their competitors.