Work / BOE

Helping China's biggest display manufacture transition from OEM to own brand

BOE is one of the world’s biggest manufacturers of LCD video panels supplying Samsung and a multitude of other global brands.  They asked us to help them shape their own range and begin to grow a reputation for their own brand in China. The process would begin with the design of top-of-the-range 55” HD televisions for the burgeoning home market, products that would also announce BOE as a premium and distinctive name. It was a project set within a very tight timescale – just 15 months to get from first meeting to first sales.


  • Trend Forecasting & Vision Setting
  • Product innovation
  • Product Design
  • User Experience & UI
  • Colour, material & finish


Customer research revealed the importance of the giant-screen TV for millions of young aspirational Chinese. Discussions centered around how BOE could best take advantage of the changing role of television in the home, what was meant by a ‘premium’ product and what additional value the company might offer its consumers.

We needed to develop the DNA of BOE – to incorporate the essence of the company into their products and make them distinctive in a crowded market. One key insight was that, while consumers demanded huge screens, image and sound quality were equally important aspects of the viewing experience.


Our design team introduced BOE to a three-step approach: understanding the consumer market; devising a concept reflecting consumer trends; manufacturing the product to the highest standards.

The products that emerged from this process not only offered brilliant picture quality but also enhanced the sound with an additional speaker unit integrated into a simple and elegant design.


We helped BOE to design a premium TV that shaped the brand identity for the company as a whole. Demonstrating that we can create a proposition that differs from those typically on offer and add value.  We looked to create something distinctive for BOE, who is aggressively trying to grow its brand, and succeeded in this ambition.

The product was refreshing. We are hopeful that it will establish BOE as a high-end producer in the Chinese market and that we can establish a long and co-operative relationship with tangerine.

Wang Ying, General Manager, CPO Centre at BOE