Project Design of Ultra compact cooler : DiET range
Client Symphony Comfort Systems
Challenge
The project began as a challenge posed by export markets where a new category cooler product would help differentiate from the intense competition faced from “me too” products.
Elephant Solution
Selling a cooler in a clearly red ocean market required “design thinking” which would create a new format, new style, provide distinct benefits for the users, leave more margins for the retailers. Cooler is a mass appeal product, popular with the middle class because of advantages over air conditioner in terms of energy savings and recurring expenses. This segment has smaller homes and space is a premium. Elephant team worked to create an ultra small foot print at one hand and the Symphony team created a best in class energy saver product. The product has a distinct vertical format look which is unique for the class. The dimensions have been derived to fit maximum coolers in a shipping container using various size configurations resulting in number gain for retailers per container ordered and volumes for the client. The cooler sports a push button control panel and an integrated water level window in the tank. The mobile range has been designed keeping common parts and varying tank capacity to serve different markets and user needs.
Result
DiET is a runaway sales success for symphony, with the first season production all sold out.