Crafting a new premium home icon in China
Midea wanted to create a new premium home appliance brand for an upcoming range of smart, connected kitchen products. Planned as a stand-alone brand, we created the name ‘Colmo’, derived from the Italian for ‘summit’ or ‘crown’ to highlight the ambitions and quality of the brand and to add an international quality.
The essence of the brand is ‘Simply Extraordinary’, a big idea that captured the philosophy of highly crafted products that are effortlessly simple in delivering an extraordinary user experience. The visual identity was born out of this essence and the concept of the name, with an abstract crown symbol and an elegant matching wordmark. Color is used sparingly to create a modern, sophisticated look with contemporary iconography and typography to support product descriptions and features.
Colmo is set to launch at AWE 2019 (Appliance and Electronics World Expo) in Shanghai, showcasing a full new range of 13 Kitchen appliances.