Steam cabinet for sustainable cleaning of clothes - Fall 2016
The Electrolux Steam is a steam cabinet concept that refresh your clothes when needed and reducing the need of a deep wash of every day use and thereby reducing the environmental impact of keeping your clothes clean. It was created for the branding department of Electrolux Sweden to strengthen the green branding of Electrolux for the urban dweller in a Visual Brand Identity-course. To understand the process, scroll to the end of the page.
The mission of this project was to find a solution through which Electrolux can affect the perception of need, both when choosing a product and when using it. This should be done in order to strengthen the green in Electrolux's brand. First a thorough brand analysis was conducted through stating the value propositions and conducting a SWOT-analysis. After this the user experience of washing machines was mapped through a customer journey map which lead to the revelation of the need of just refreshing clothes that are not stained. Through a design format analysis a steam cabinet could be designed which is aligned with Electrolux form language and positioned the Electrolux brand in the right direction.
