Kenwood approached Rodd to bring user centred design to the segmentation of its highly successful breakfast category.

Our brief, to create a future vision for its breakfast category range.

Working with Kenwood product management we gathered consumer insight to help cluster existing Kenwood products, indentified desirable consumer values, and created reference designs to plug the gaps.

Our product concepts captured the spirit of each user persona, ranging from the needs and aspiration of first time home owners, to families and ultimately a breakfast collection called ‘Master’ that reflected the premium values of Kenwood’s best in class ‘Chef’. We created a design language that both differentiated whilst ‘hung’ together as a range DNA that could run across the entire Kenwood portfolio.

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