<h2>Learning</h2>
<p>Sindoh has an established an enviable reputation as an exemplary manufacturer partner for many of the Worlds leading printer brands. They are also highly regarded across Asia where they sell and support numerous printers under the Sindoh name.</p>
<p>Moving from being a manufacturer partner to a B2C brand is challenging, but we had an opportunity to exploit the ‘halo effect’ of the new machines being designed, and to create a distinctive positioning relative to the global competition.</p>
<p>A shared view of future direction is critical for brand thinking and we held interviews with Sindoh’s executive team and key customers, rolled up our sleeves up, and ran workshops with their internal teams to brainstorm and define a clear brand framework.</p>


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SND_CI_44

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SND_CI_04

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SND_CI_39

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SND_CI_36

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SND_CI_38

<h2>Leaping</h2>
<p>tangerine ran a series of workshops challenging staff to identify the strengths and weaknesses of their brand. Cross-cultural brainstorming revealed strong business attributes despite its lack of brand, Sindoh was still seen as a thoughtful, creative, and expert organisation. The spirit of love for country, workplace, and people, evoked by its founder Woo Sang-ki, shone through.</p>
<p>It was imperative to evoke these three strengths in the design of the new CI. Taking those strengths, we worked together to shape a new corporate identity that announced Sindoh as a confident brand in its own right. A word strange even to English ears had to be translated – ‘trimobious’ – a three-sided shape made from three triangles with the intriguing properties of a Möbius strip.</p>


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Sindoh Exhibition Wall D - 2xA0 print

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SND_CI_08

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SND_CI_27

<h2>Landing</h2>
<p>Their new wordmark evokes the quiet confidence that Sindoh now possesses and, importantly, has a human quality that is so central to their philosophy.  With the ‘i’ of Sindoh purposefully representing a person.</p>
<p>The three-sided Möbius form of the logo represents the organic connection of three core corporate belief’s and is intended to be as ‘unmistakable’ as their products are in the market.</p>
<p>The philosophy and identity that underpins the brand has extended across all aspects of the business, giving Sindoh the confidence to sell in international markets and be a design-led organisation.</p>
<p>tangerine is now a strategic design partner to Sindoh, leading design seminars, and helping Sindoh grow through new products and exhibitions at their headquarters in Seoul, most recently to celebrate 60 illustrious years of Sindoh.</p>


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Tangerine have become like family to us. Martin clearly explains his thoughts behind design concepts and at the same time considers the position of Sindoh. When adjustments based on our staff feedback were needed, he came up with the best solution without breaking the entire concept. I have come to trust his philosophy.

snd_ci_main_01

SND_CI_main_01

<p>To build a successful global brand, cultural divides must be traversed, a company&#8217;s values defined and differing philosophies embraced. A Corporate Identity is also more than a badge it is the &#8216;face&#8217; of that organisation; it needs to convey the right values and qualities to the market.</p>
<p>Sindoh’s ambitious and design aware CEO asked us to help them define a distinctive consumer facing identity for his family owned business to support an ambitious move from being a manufacturing partner of copiers for other globally recognised brands, to launching a collection of innovative own brand 2D and 3D printers.</p>


<p>Popular Nordic airline, Finnair, approached us with a view to completely revamping their ground-to-air customer experience. A large part of this project involved turning their Non-Schengen customer lounge into a contemporary experience that made travelling just as enjoyable as the destination.</p>


Sindoh - Corporate Identity (CI)

bluebell-launching-1_cropped-72dpi

Bluebell-Launching-1_cropped-72dpi

<h2>Learning</h2>
<p>While Bluebell did not have the money to take the product forward, the huge potential of the system was clear, and we grabbed the opportunity of working together with them on a risk sharing basis.</p>
<p>A critical first step was to quickly set a vision for the project. We created a simple animation communicating its key benefits, giving the Bluebell team ammunition for initial discussions with investors.</p>
<p>As the system’s potential features were so expansive, yet cost was a major factor, our combined teams mapped out the user modes and alerts, and quickly defined wireframes for the app.  Scoping out options for the size and arrangement of the electronics hardware, was completed at the same time.</p>
<p>&nbsp;</p>


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Bluebell-Leaping-4-72dpi

<h2>Leaping</h2>
<p>The whole customer experience needed to appeal and be understood by new and experienced parents. Multiple options for the form and interrelationship between the elements were explored widely, and a design language was crafted that subtly established a DNA across the hard, soft and graphic elements of the system.</p>
<p>A brand proposition of ‘Parenting, made simpler’ was created for Bluebell, to powerfully set them apart in the crowded market.  A visual identity was developed interlinking core elements of the app’s UX with key components of the brand’s identity.</p>


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Bluebell-Launching-2

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Bluebell-Leaping-2-Square

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MicrosoftTeams-image (34)

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Bluebell-Leaping-1

<h2>Landing</h2>
<p>A simple and intuitive design for the parent wristband was created, delivering visual and vibration alerts with icons and a glowing LED to communicate the baby’s status.  It also tracks the parent’s activity and enables them to record feeding and nappy change times.</p>
<p>A one-piece clasp on the baby monitor enables easy attachment onto a vest or baby-grow. This keeps the monitor reliably aligned and close to the baby’s chest.</p>
<p>The hub is the system’s charge station and provides thread connectivity to the wearables and wi-fi for upload of data to the cloud. It constantly measures nursery temperature and enables parents to listen-in, play lullabies or white noise, and contains the nightlight.</p>
<p>Last, but not least, is the app.  It works for multiple users, wherever they are, and enables them to receive alerts, view data, set-up routines, and remotely control the hub.</p>
<p>Delivering all of this to market required co-working with a contract manufacturer who, like us, instantly appreciated the potential of the system.  They agreed to be flexible with minimum order requirements to support the progressive growth of the business.</p>
<p>Multiple rounds of prototypes and pre-production units were developed, tested and refined and the business has successfully scaled.  We continue to work together with Bluebell, planning improvements and upgrades, as data on usage and customer feedback is gathered.</p>


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Bluebell-Launching-6

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Bluebell-Launching-13-72dpi

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Bluebell-portrait-72dpi

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Bluebell-Launching-5

What attracted us to Tangerine was their family feel. They were friendly, helpful and pragmatic in their approach to risk sharing. Martin [Darbyshire] quickly understood the potential of our technology and the ambition of the business. They’ve helped us turn our idea into a category leading product & service in the mother & baby sector, and we’ve worked together now for over four years.  Martin and Melinda sit on our board, and Tangerine’s expertise and ongoing support is invaluable as we grow.

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Bluebell-Hero-v2

<p>Bluebell, a start-up founded by two doctors and a data scientist in 2016, had patented a smart baby monitor which tracked a babies breathing rate, skin temperature, movement and position. With a USP that it instantly sends alerts to a parent wristband at home and when on the go.</p>
<p>The team had built an initial proof of concept prototype, and urgently needed the right design partner to help them turn their germ of an idea into a compelling product and service experience.</p>
<p>&nbsp;</p>


Bluebell

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Hero-Adlens-service-design-1

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Adlens dial technology

<h2>Learning</h2>
<p class="p1">Unable to change the physical frame or lens design, Adlens engaged business consultants, McKinsey, to help them improve their commercial performance and tangerine to help them to understand why this innovative technology was not being adopted by their target market.</p>
<p class="p1">Through interviewing senior stakeholders and completing ethnographic and market research, we learned that the low uptake of adaptive eyewear was down to the user benefits of the product not being made clear, or even demonstrated, to the customer by, either the eye doctor or the sales consultants. A poor sales strategy was also being compounded by inadequate staff training plus poor sales tools. Critically, we discovered that the focus of Adlens’ marketing communication was on describing the capability of the technology, not the benefits that the technology could bring, a subtle but important difference.</p>


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Adlens-Learning-Current-Experience-72dpi

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Adlens-Learning-Current-Experience-Instore-72dpi

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Adlens-Learning-User-Journey-Map-72dpi

<h2>Leaping</h2>
<p>We generated an extensive customer experience map to identify where key interventions in the sales process could disrupt and increase sales. Armed with this, we traveled to Los Angeles, USA to set-up a prototype optician’s store and ran user trials that emulated the sales process to gain feedback and inform the development of the service design.</p>
<p>Throughout the extensive research process, we created a service design map of the current sales process and identified key areas of disruption that could introduce a clearer benefit-driven proposition for the consumer.</p>
<p>We transformed the dispensing and sales strategy for Adlens by disrupting the sales process to introduce the benefits of the adjustable lens system to customers at different points of the customers’ journey and by curating the existing product range to provide a clearer brand proposition to the customer.</p>


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2-learning-Adlens

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02a-Service-Design-Man-demonstrating-glasses-card-03-72pdi

<h2>Landing</h2>
<p>We originated the Allfield brand, together with a ‘kit of parts’ to support the service design, including points of sale displays and product packaging, to help potential customers fully appreciate the unique and breakthrough benefits of Adlens’s adjustable glasses.</p>
<p>With a new name and brand proposition, purposefully targeted marketing and improved sales training, customers and opticians alike can now better understand the key benefits of how to manually adjust the lens of their Allfield glasses to see clearly at all distances.</p>
<p>To support this new initiative, we created a new Allfield website to help with the orientation and education process of prospective customers looking for a suitable to varifocals when they do not work well for them.</p>


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Adlens-Packaging-Box-Design-72dpi

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Adlens-Toolkit-Design-Combination-72dpi

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4-launching-Adlens-6

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4-launching-Adlens-2-72dpi

<p>James Chen, co-founded eyewear company Adlens in 2005 with a single mission, to create a world where everyone has access to eye care and spectacles.  Chen founded ‘Vision for a Nation’ a charity that was innovating throughout Africa, delivering local eye care and low-cost self-adjustable glasses to some of the World’s poorest communities.</p>
<p>In 2016 Adlens turned their attention to premium markets targeting the 45+ age group, many of whom have declining short and near field vision and yet cannot get on with traditional varifocal lenses. Adlens had invented an innovative adjustable lens technology, unfortunately, the glasses were not selling well, and customers were failing to understand their unique benefits.</p>


Adlens

<h2>Learning</h2>
<p>Our London and Seoul design teams came together to run workshops with Samsung C&amp;T’s executives and customers, where we identified a desire for more traditional Korean features with modernity, while incorporating the core values of the Samsung brand: culture, nature and foresight.  The design spirit was to be formed around a principle that something contemporary should also create a legacy and reflect Samsung’s place as a world-leading company.</p>


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SamsungCT_Raemian_000

<h2>Leaping</h2>
<p>We brought Samsung executives to London to visit high-end luxury apartments being constructed in the UK’s capital and together we planted the design strategy at the centre of the conglomerate’s work.  We termed the design philosophy and spirit ‘future heritage’.</p>
<p>Over a three-year period, the design strategy was applied to everything from wall finishes to the colour of carpets, the design of kitchens and bathrooms, to outdoor landscaping to the design of major architectural features. Traditional features such as the profile of roofs from traditional Korean buildings were incorporated into contemporary styling. Internally, elements of traditional Korean pottery, the high glaze finish and vivid colours, were reflected in the apartments’ decor.</p>


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SamsungCT_Raemian_27

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SamsungCT_Raemian_28

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SamsungCT_Raemian_34

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<h2>Landing</h2>
<p>Our ‘future heritage’ design vision and attention to detail quickly marked out Raemian’s homes from other mass-built apartment buildings.</p>
<p>Samsung Raemian’s developments began to win design awards and soon became the number one brand with 10,000 apartments being built each year.</p>


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SamsungCT_Raemian_12

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SamsungCT_Raemian_10

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Samsung C&T Raemian gate-pattern

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P186_Top left group of small 4 images

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Samsung-C&T-wayfinding

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Samsung-Raemian-apartment-complex

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P186_Bottom right

Other companies have now set up design teams and design divisions, some teams from overseas have even sent engineers to copy everything, but I am not offended. Raemian is the thing of which I am most proud. It is wonderful.  It was really important that Samsung’s in-house team could go to London it gave them global awareness, confidence and pride.

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SamsungCT_Raemian_intro

<p>In the last few decades, South Korea’s giant business conglomerates had constructed thousands upon thousands of largely unremarkable residential blocks. Samsung C&amp;T, the construction arm of the South Korean giant, Samsung Corporation, asked us to help distinguish their company-branded apartments from those of their competitors. They were seeking a ‘design spirit’– a strategy and philosophy underpinning the Samsung homes that would set them apart.</p>
<p>Setting the tone for the project was its name – ‘Raemian’ – a Korean word associated with future beauty and well-being.</p>


Samsung C&T

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Gulf-Air-Economy-Seat-01

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Gulf-Air-Video-Cover

<h2>Learning</h2>
<p>The project began with an immersion in Bahrain to better understand the airline and the nation it represents. We conducted an audit of the current customer experience and brand touch points to identify pain points to be addressed in the design. We held interviews with Gulf Air’s board and executive team to gain a deeper understanding of the culture and ambitions of the business and held framing workshops with the staff to a gain deeper understanding of the operational challenges. We also conducted a detailed product review of the chosen First-Class seat to seek opportunities to improve comfort and the total customer experience.</p>


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<h2>Leaping</h2>
<p>The collaborative design team fused the airline’s trailblazing attitude, with the warmth and friendliness of its people, to deliver on the ‘smart with heart’, brand concept. Smart with heart informs every touchpoint of the design: from the new livery and brand identity created by Saffron, through to the cabin interiors, designed by tangerine. We explored alternative possibilities for the cabin configuration and the look and feel, with focus on creating innovative solutions in a highly feasible way to deliver something beautiful from what’s usually utilitarian.</p>


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Gulf-Air-Design-Process-03

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Gulf-Air-Design-Process-04

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Gulf-Air-Design-Process-05

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Gulf-Air-CMF-Process-02-72dpi

<h2>Landing</h2>
<p>Every aspect of the cabin is finely detailed to express the new Gulf Air brand identity and raise the quality of the customer experience on-board their aircraft. Raised privacy panels divide the business class cabin on the B787, creating more private, intimate zones. The panels feature a 3D sculpted surface, inspired by the iterative geometric forms found in Bahrain architecture. The suites are defined by a sweeping almond gold trim that draws the eye, and subtly echoes the falcon wing tip.</p>


gulf-air-summary

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Gulf-Air-Aircraft-Exterior-01

<p>Gulf Air wanted to restore its market position through a new brand identity and an uplift of the quality of its customer experience onboard their aircraft. Tangerine and brand consultants Saffron were tasked with giving the Gulf Air brand a contemporary visual identity. We started by delving into the airline’s past, rediscovering its pioneering magic to give the brand a modern twist.</p>


Gulf Air

Contact

<p>Your brand is a big investment, and it’s important to get it right. So let’s chat about how we can help position your business in a way that truly connects with your customers.</p>


innisfree_ci_manual

innisfree_CI_manual

Brand Design

Brand Experience

Design & Brand Strategy

CMF Design

Trend Forecasting & Vision Setting

UX & UI Design

Service Design

Insight Research

Packaging Design

brand-identity-sindoh-tangerine

Brand-identity-Sindoh-tangerine

<p>Your brand is your business. Get it right and you’ll connect more deeply with your customers, engage people on an emotional level, and differentiate yourself from your competitors. And this consistent branding can help align your employees and give everyone a strong vision to rally behind.</p>
<p>A well-crafted brand, consistent over every touchpoint, also helps you to enter into new markets and rise above your competitors. If you’re rethinking your proposition or product offering, then you need to start with your brand. It should be the foundation of everything you do.</p>


brand-identity-virgin-australia-bar

<p>Branding determines every customer interaction with your business. That’s why we take the time to truly understand what makes your business unique and the values it stands for. Using this knowledge we can define both your corporate and consumer brands, aligning everyone internally and giving you a clear framework to take forward.</p>
<p>Bringing your brand to life involves more than just visual assets. So we work with you to make sure every touchpoint is consistent with your brand and connects you with your customers. From your flagship stores and pop-up stands through to the visual merchandising, your customers will have a coherent and cohesive experience. </p>


Brand & Identity

Stand out and be counted...

…with an experience-driven brand