Analogy Design

What was the scope of their involvement?

First, Analogy Design had conversations with our team to understand our audience and market. After gaining an understanding of our business, the team recommended we focus on branding before our product line. They managed the work that had to be done before we could start building the merchandise, which we weren’t aware of; it took ages, but it had to be done that way.

We’d already had a brand name, but their team suggested changes to develop a more professional aesthetic. They helped define our brand identity, defining our mission and vision. Their team created guidelines, which inform our language, product design and packaging. They designed a new UX for our website and supported our digital presence. Now, we’re planning a new project with Analogy Design.

What is the team composition?

For this project, we worked with several team members including CMS and print designers, engineers as well as teammates who developed our brand. We used a retainer model with them, so their team worked fulltime.

How did you come to work with Analogy Design?

We came across Analogy Design while looking for professional designers on LinkedIn. We looked at other candidates, including some based in Germany, but weren’t satisfied with their offering. After looking at Analogy Design’s previous work, which included several different fields, they became our number one choice. Their team introduced us to a full product line to consider such as mobile phone cases, chargers, and cables. They were not only familiar with the material, but also with design.

How much have you invested with them?

We spend about $10,000 per month with them.

What is the status of this engagement?

We started working with Analogy Design in November 2018, and the collaboration ongoing. We’ve just renewed our contract.

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.