Soymilk has always had a reputation for being inexpensive and readily available. You can find bottles and cans in restaurants and convenience stores and it doesn't cost much. While there isn't a lot of room for change on what soymilk traditionally means to Chinese people, it is possible to change the way people obtain soymilk. Instead of going out to buy it, people can make soymilk in their own kitchens in an easy and practical way. Welcome the soymilk maker.
We wanted to update the image of the soymilk maker to one people could associate with ease of use and convenience, but how to achieve this perception shift through design?
After a month of market research it was clear that one of the key points for user satisfaction was how heavy or light the product was perceived to be, as during the soymilk making process, people need to hold the product repeatedly; obviously the desired perception is one of lightness and comfort. Besides purely mechanical considerations it was clear to PEGA D&E's team that visual design and choice of materials was sure to affect the psychological perception of weight. This is when PEGA D&E decides to replace original design with a simple striped pattern and the streamlined design.
When PEGA D&E delivered two designs to Joyoung, the soymilk maker company was so impressed with the proposals that they decided to use both products as a promotional vehicle for their Product of the Year TV advertising campaign. In this case, we showed how design can improve the image of an already wonderful drink.