One branch of the Thermador brand team focuses on customer experience. They come to us to come up with solutions to connect more to their product owners and improve the relationship with the brand.
This first concept, we went with the idea of making the recipient feel special, like a star, an obvious play on the brand's iconic star. The exterior design uses line art and geometrical patterns to allude to star constellations in the sky. It is meant to evoke a sense of luxury, with the soft touch print and golden handle of the exterior. Once the recipient opens the box, a brand message is illuminated by a star, lit with tiny LEDs, fully immersing the recipient into a night sky.
Upon getting into the contents of the box, they find the Thermador Lookbook wrapped in tissue paper, along with other collateral items, like a brochure about Home Connect™ (an app that connects kitchen appliances), a how-to on how to register your appliance, 3 recipe cards recommended by Thermador, and a callout to smart device compatibility. Underneath this collateral, the recipient finds 3 exclusive spice medley mixes, packaged in jars, that are to be used with the provided recipe cards.
This concept centered around Home Connect™, an app supported by Thermador that connects appliances to allow the owner to remotely control their appliance and that Thermador is always looking for opportunities to promote. The exterior is branded with the hallmark color of the Home Connect™ brand, telling the user "Connect to more of what you love." Upon opening the box, the recipient is greeted by a Google home device. To make this experience more immersive, we had and executed the idea of installing not only lights, but a recording of the Google AI's voice greeting the recipient. The lights flicker to the voice, mimicking the device in real life. The message reads: Control your thermador appliances with your voice.
The recipient opens up the tissue paper, gifted with a number of collateral pieces: Customer Care information, 3 recipe cards, and a QR code to connect their appliance. Lifting the tab towards the front, the recipient finds the Thermador Lookbook.
