With high competence and knowledge of global trends Zenit has added a new perspective to our brand and helped modernize our product design. The work was done with great respect for our more than 150-year-old brand and our cooperation has been very successful - as testified by several design awards.
Zenit Design was approached to be PFAFF’s strategic design partner in turning their brand vision into reality and we are proud of this ongoing collaboration. Knowing PFAFF well from several years of close collaboration, Zenit Design understands the importance of the individualistic and graceful, yet strong and precise aesthetics associated with the PFAFF brand. The devil is in the details both for the crafty user and the sewing machine brand. Knowing your users and their needs, their dreams and desires, is key to create designs that will be well introduced in the market. Our user insights dig deep into the “hows” and “whys” around the usage and user for each of the products in the PFAFF portfolio, as they are all different.
PFAFF's creative icon targets users who really enjoy handcrafting and at the same time feel the upside of technology in their hearts. To be able to take a picture with their camera, upload it and use it in their designs is part of their creative freedom. PFAFF's creative icon helps them to do just that. A super-modern connected product for people who really enjoy working with handcraft.
The concept of 360-design has been a true success factor. Caring for the small details and seeing all sides of the machines as potential fronts, having elegancy as a part of every view is not just a design element - it is a sales argument.
Another innovative expression is Imaginary Room. This involves creating a fictive space between the user and the machine. The black front area emphasize the creative interplay between the sewing enthusiast and the sewing machine. It has a feeling of connection - a feeling of a personal bond. It is just you and the machine.
PFAFF and Zenit have worked closely since 2011, bringing a number of products to market. A part of this collaboration is The Design Manifest - a foundation when designing new products for PFAFF. The intention was to take the PFAFF-design to a higher level by carefully handling the minimalistic but bold heritage and add a 360° design approach.
Together with the PFAFF team we also made a new Product Guideline. This is a document where we describe how to handle and differentiate products according to colors, materials, logo placement. This is an example from this guideline, showing the color on the high level machines (i.e. creative icon).
The product won the Red Dot Design Award 'Best of the best' and continues to be a commercial success for PFAFF. The launch and sales start of the creative icon have been exceptional and we are truly happy for our client’s success.