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Jal-winglet-tangerine-2

<h2>Learning</h2>
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">Having established long-term relationships with many of Japan’s leading brands, we were already familiar with the country and its customs, but to support this knowledge and be inspired, we delved deeper into the country’s culture and JAL’s brand. ​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">We gathered insight into rituals, symbolism, aesthetics and tastes, learning about the “traditional innovative spirit of Japan” that fuelled JAL’s brand. Combining this insight with our extensive knowledge of passenger motivations and trends, we built the foundations of a strategy to guide design and the seed of a vision.

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<h2>Leaping</h2>
We crafted a design strategy called “Infused Essence” to give order to the many insights and rich sources of inspiration we’d gained. Our aim was to infuse the essence of Japanese innovation, craftsmanship, service and atmosphere with the values of JAL’s brand. This would guide the coherent design activity across all classes of the aircraft and help JAL’s operational and engineering orientated business to focus on the customer experience.

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JAL-Business-Class-Render-Inspiration-72dpi

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JAL-Business-Class-Development-Mockup-72dpi

<h2>Landing</h2>
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">All three cabin classes are imbued with the Infused Essence design strategy to create a sophisticated atmosphere, with a purity of aesthetics and finely crafted details. They set the stage for the cabin crew to welcome passengers with ‘omotenashi’, Japanese thoughtfulness.​​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">Innovation is present across the cabins; from redefined seat geometry for increased comfort, to unique pleated curtain structures created through reimagining how to use existing manufacturing techniques. All these innovations made possible through close collaboration across the supply chain, from airframer to seat vendors to materials suppliers. ​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">Combining our creative leaps with hard won technical knowledge and deep collaboration, together JAL and tangerine turned vision into reality and delivered the aircraft on time.

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JAL-Lavatory-01-Square

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JAL-Business-Class-Side-View-of-Suite-Cropped-more-72dpi

The cabin interior expresses JAL with a sophisticated taste. It is a wonderful achievement.

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JAL-Business-Class-02

<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">For decades the national airline of Japan, Japanese Airlines (JAL) focused on domestic passengers and knew their consumers well. But as the Japanese Government launched an initiative to attract more than 40 million international travellers to the region, JAL faced an unprecedented shift in the demographic of its potential customers and wanted to respond to the opportunity.​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">​Undeterred, by a gap in their knowledge, JAL set the ambition to create a new signature experience for their large order of A350s and sought a design partner to help them to create a cabin interior that could bridge the culture of Japan and the desires of a new international audience.

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.

Japan Airlines (JAL)

<h2>Learning</h2>
Together, the design teams in London and Seoul carried out extensive consumer and retail insight research; visiting stores, interviewing customers and retail staff and collaborating with visual merchandising experts to gather valuable consumer intelligence.
We identified that the company needed a new guiding design strategy, to shift Innisfree’s brand identify from a regional concept that was too closely linked to Jeju island – a volcanic island in the Korean Strait – to something bigger and more globally relevant in the mind of their customers. tangerine proposed a new proposition ‘Real Natural Living’, which communicates Innisfree is not just a natural beauty brand but a lifestyle choice.
The new flagship store had to reflect this shift in strategic direction, and we planned the zoning and designed the visual merchandising to choreograph their experience and change the pace of discovery as customers move throughout the store.

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Innisfree_flagshipstore_33

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Innisfree_flagshipstore_34

<h2>Leaping</h2>
The new direction permeates every dimension of the store experience; from how present and new ranges are organised, encountered and displayed, through to the choice of all interior fixtures and the design of the exterior architecture.
Bespoke designed floor-to-ceiling fragrance diffusers give customers an innovative way to rapidly test and select scents before purchase, and the design of visual merchandising changes form and character to enhance zoning and discovery.
The company’s environmentally sensitive outlook is tangibly communicated through the Green Café, where the food and beverage menu features fresh natural ingredients used in Innisfree’s natural skincare ranges.
Bespoke seating booths and chairs made from 100% reclaimed plastic and responsibly harvested wood, provide sustainable cafe seating.  And real tree trunk columns break up the seating areas, to create a natural sanctuary for diners.

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Innisfree_flagshipstore_28

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Innisfree_flagshipstore_13b

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Innisfree_flagshipstore_10

<h2>Landing</h2>
The store journey introduces customers to Innisfree in a captivating and immersive way. It has become a multi-sensory and guided experience where shoppers can more easily find what they are looking for,  browse and discover more about the essential ingredients and products that best suit their skin type, desired performance or lifestyle.
Merchandising walls and displays form part of the architectural expression of the interior, enhancing the shopping experience and changing the pace or communicating purpose.  The whole ambiance is clean and natural but also confident and powerful, expressing both the subtle and yet powerful dynamics of nature.
Discovery of natural ingredients used in Innisfree’s beauty products within the Green café, reinforces in the mind of the customer the benefits that are derived from the brand’s expertly crafted natural products and the Innisfree lifestyle, and commitment to a sustainable and more natural future.

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Innisfree_flagshipstore_03v2

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Innisfree_flagshipstore_02

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Innisfree_flagshipstore_36

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Innisfree_flagshipstore_23

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Innisfree_flagshipstore_37

Our new flagship store in Seoul helps to position Innisfree as a lifestyle SPA brand with an international appeal. tangerine is helping us to create a blueprint for a unique retail experience that’s underpinned by an effective digital infrastructure.

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Innisfree_flagshipstore_01

Innisfree is Korea’s no.1 natural beauty brand and part of the AmorePacific family. Their CEO had set the ambition to become a global SPA brand and they approached us with the brief to design a new flagship store, that would help them to explore a future direction for the whole business. With the key to this fast-retailing market being able to react rapidly to changing consumer tastes and have the infrastructure in place to respond immediately.
We helped Innisfree to create a unique customer experience through the total design of an entire flagship store, from the redefinition of the proposition to make it appealing for Global markets, to the design of a distinctive, organised and relevant store experience that celebrated natural ingredients and innovated in the way that customers experience them.

Innisfree

<h2>Learning</h2>
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.
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.
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.

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<h2>Leaping</h2>
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.
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.

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Sindoh Exhibition Wall D - 2xA0 print

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<h2>Landing</h2>
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.
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.
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.
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.

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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.

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SND_CI_main_01

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.
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.

Sindoh - Corporate Identity (CI)

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DI-research

<h2>Learning</h2>
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">A first step in our programme of design immersion, is to settle the designers into quality accommodation and life in London, allowing them to soak-up the diversity and vitality of the city. “London, with all its different nationalities, is a power source of creativity,” they have told us.​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">Each participant is looking to view the world outside of the lens of their day-to-day work and expand their knowledge. From insight research in London to guided Cultural Safari visits across Europe, we are helping them to experience new things and see differently.​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">Together we find new opportunities for Nikon’s future products and services while we develop the skills of their next generation leaders.

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DI-process

<h2>Leaping</h2>
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">We work side by side with Nikon to explore how best to respond to newly identified opportunities.​ ​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">Through further research, workshops with subject experts, consumers and design students from top UK creative universities, idea development and prototyping, we highlight the opportunities best suited to achieving Nikon’s goals. ​​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">Throughout this process participants are mentored to grow their confidence, improve communication and learn new approaches.

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Design Immersion genZ workshop DELETE MARINA ON END

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Insight-research-Nikon-research-ideas-72dpi

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Nikon workshop

<h2>Landing</h2>
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">At the end of the programme, we jointly present findings to the executives at Nikon’s headquarters in Tokyo. Outlining the strategic focus and a range of opportunities and innovative responses that have the potential to unlock new products and services for Nikon’s future. ​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}"> ​Beyond each programme, attendees return to their organisations equipped to spread new insight across their businesses and multiply the impact of their new knowledge.​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}"> ​Such has been the success of Design Immersion, we have continued to work with Nikon and many other global brands in this way for over 10 years.

nikon-cube

Nikon cube

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crystal cube-2a

Thanks to the design leadership programme at tangerine, I began to look at things and think about ideas in a completely different way. I got an incredibly positive response from our Chief Executive. He said it was absolutely fascinating, and I am sure my experiences with tangerine in London will have an enormous impact and inspiration on the future products and success of the Nikon Corporation.

testimonial-nikon

Testimonial-Nikon

<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">What started as a project without a brief has gone on to become a partnership that has spanned two decades. The first time tangerine and Nikon worked together, the arrangement was simply to help one of Nikon’s rising stars to take a broader view of the future of photography.​
<p data-ccp-props="{&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559683&quot;:0,&quot;335559685&quot;:0,&quot;335559731&quot;:0,&quot;335559737&quot;:0,&quot;335562764&quot;:2,&quot;335562765&quot;:1,&quot;335562766&quot;:4,&quot;335562767&quot;:0,&quot;335562768&quot;:4,&quot;335562769&quot;:0}">​Today it has grown into a design leadership training programme, with Nikon’s next generation design leaders being based in our office for six to twelve months each year. Together we are identifying the changes that are transforming their global market and creating strategies and concepts to take advantage of these shifts.

Nikon

<h2>Learning</h2>
The project began with immersive research and interviews at a range of workplace environments. Spanning multiple countries, trade shows and different industry sectors the team sought valuable insights into how design could make Rainbow Robotics’ cobots more accessible to people and improve workflow efficiencies for a wider range of users and industries.

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<h2>Leaping</h2>
We observed that robotics engineers have traditionally focused on developing the emerging technology rather than thinking about the aesthetics, ease-of-use and user interface of the machine. A key finding highlighted that cobots are often too complex in use and require an engineer to set-up and operate them. A significant failing, given their success is predicated on their ability to work alongside people collaboratively in a variety of industrial settings. What was missing was a ‘human touch’!

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<h2>Landing</h2>
Taking inspiration from the word ‘rainbow’ the Prism DNA was born. The triangular body makes it easier to install in a diverse range of environments due to its compact design. The prism-shaped arms make the Co-bot easier to grip by hand and move during the manual operating process (teaching mode). Compared to traditional Co-bots, the RB Series naturally follows a straight line making it intuitive for the operator to recognise which direction the arm will travel in during operation, aiding close collaborative working.
Key features such as LED indicators on every joint give real-time feedback to enhance programming accuracy. A one-touch button on the teaching pendant ensures an error-free experience when marking the path for the RB Co-bot to follow.
To ensure the design and brand were aligned. A vibrant colour for the Co-bot was chosen strategically to enhance the visibility of the Co-bot in environments. The more visible a moving machine, the safer the work environment.
tangerine and the Rainbow robotics’ software and programming team members collaborated to create the completely new image-based GUI. The new all-in-one platform personalises the graphic interface by adapting the Co-bot’s function depending on the different type of users operating the system.
We also designed Rainbow Robotics’ new brand identity, including a wordmark, brand guidelines book, and marketing collateral. Helping to announce the company to its customers as a design-led organisation offering high-quality, intuitive, and innovative products.

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Rainbow-Robotics-Render-06

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Rainbow-Robotics-GUI-03

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Rainbow-Robotics-GUI-02

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Rainbow-Robotics-Render-01

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Rainbow-Robotics-Design-Process-01

Easily navigable solution to modernising current worldwide workshop capabilities. Space efficient design. Nice UX accompaniment and as a whole looks easy to use. Great approach to future needs for robotics.

It was a true meeting of scientific minds and design thinking that helped give form and function to a product that significantly enhances the user experience. This is what will drive the success of this new Co-bot within the workplace.

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Rainbow-Robotics-Render-02

Pioneering South Korean robotics company Rainbow Robotics, a new venture born out of KAIST University and led by the scientists who developed the bi-pedal robot HUBO, wanted to develop their first fully designed commercial collaborative robot and build a brand identity to support it. The partnership spanned three years, involving a close collaboration between scientists, engineers, and designers based out of our Seoul studio.

Rainbow Robotics

Contact

The best brands are built on a solid strategy. Work with us to develop and refine the roll-out of your brand, ensuring consistency across every interaction.

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07SH_03_12_Sindoh-CI-Launch-72dpi

Brand Design

Brand Experience

Insight Research

Trend Forecasting & Vision Setting

UX & UI Design

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By diving deep into your brand’s purpose and values, we align stakeholders across your business, position your brand, and find points of differentiation. This gives everyone a clear sense of direction which can then be translated into engaging real-world experiences.

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Sindoh-Family-Overview-Square-72dpi

Using a framework to deliver a consistent and coherent brand, we make sure your purpose, values, and personality are infused across the whole customer journey. From the physical attributes to the less tangible aspects of the experience, your customers will be engaged throughout.

Design & Brand Strategy

A clear and coherent brand...

…across every tangible touchpoint