Ipeco GAINs
Ipeco GAINS
Ipeco GAINs was a proposal prepared in response to a project outline via telephone conversation with the Ipeco team regarding the design and development of Ipecos Next Generation Range of Galley Inserts (GAIN).
The proposal was to design a new range of Oven, Chiller, Beverage Maker and a Microwave for aeroplane galleys.
We aimed to work with Ipeco to develop a strong design language that can be applied across the range of products to help reinforce the brand and products stand out from the crowd.
In addition, we investigated and identified opportunities to add innovative functions and features to products within the range to appeal to airlines, with a particular focus on the Oven and Chiller units.
the aim
Ipeco is a market leader in electrical galley inserts with a broad range of products. In a competitive market the increasing requirement to own a brand look, that reflects customer needs and demands has become paramount. Ipeco are working to introduce a range of products that incorporate a new and distinctive brand language. The intention is to bring new life into the brand and raise the profile of the GAIN products. Through establishing a brand DNA and guidelines that can steer the direction of new and updated products, whilst bringing attention to detail which is key when considering aspects of design that blend themselves to a brand.
the current aesthetic
Minimal and clean but lacking coherence.
Heavy reliance of latch to bring conformity, but not Ipeco ownable.
White and black colour breaks split the units visual bulk.
The beverage maker feels less connected to the range as its front is primarily black.
Industrial looking design language.
Black interface is not consistently at the top of the unit.
COMPETITOR ANALYSIS
A look at competitor products shows a move towards establishing a brand image. In particular new ranges provide a coherent approach that help establish a modern look to a galley. Interestingly this can be at the cost to the airline brand, as there is little opportunity for them to influence the look to reflect their own brands. Products need to be usable by crew and suited to the task in a tough working environment. Through consideration of handles and interfaces and towards consumer and domestic products, the products have moved away from the historic industrial aesthetic towards a more usable and friendly item. Range consistency aesthetically within a particular manufacturer is one approach. A way of creating different market opportunities, but within a controlled approach to brand range development.
TRENDS FROM OTHER AREAS - PROFESSIONAL & DOMESTIC CROSSOVER
It is important, in an environment that is a key part of an airlines face to the passenger, that influences from outside the airline world are taken into account.
Passengers and crew are used to sophisticated products, experienced at home and out and about. Already trends from outside the industry are emerging in the form of new materials, textures and technology which are being introduced into the aerospace sector in seats, stowage’s and galleys. The influence of domestic and commercial kitchens should be a key driver in our approach. Already the influence of commercial kitchen design has effected the design of domestic features. This crossover can help us identify new opportunities in galleys - Industrial styling and simple appearance, whilst inheriting colour and soft lighting from its domestic side.
PROFESSIONAL - TOP ROW
Mood-lighting, unconventional materials and styling are more apparent in commercial kitchens. Additionally coffee makers in industry have a raw stripped back metallic feel to them. The user interface can be crowded with clusters of buttons and knobs for precise functionality.
DOMESTIC - BOTTOM ROW
Stripped back industrial details are crossing over into the domestic kitchen and appliances becoming larger showing more stainless steel. Metallic areas crossover into domestic coffee makers as trim details while their sleek gloss black exterior transforms the products into a domestic product
GALLEY AS SHOWPIECE
For airlines, finally, the galley is seen as an extension of their brand. An opportunity for them to welcome the passengers into their world, a world sometimes inhibited by what they are able to specify as GAIN equipment. Typically they try to hide them, but if the GAIN is suitable then this can only help their guests. Airlines are increasingly demanding the ability to reinforce their own brand characteristics and interior design aspirations into the galley environment. A new range of galley inserts could fit seamlessly into the galley environment and fulfil precise customer requirements.
1 - SWISS 777, 2 - ETIHAD A380 (ECONOMY), 3 - CHINA AIRLINES 777, 4 - SWISS 777, 5 - EITHAD A380, 6 - FINNAIR A350
INFLUENCES AND OPPORTUNITIES
Themes
Taking contemporary trends we can developed product themes to guide the design direction. Each has individual characteristics driven by materials and aesthetic values.
development
After the initial ideas had been pitched, Ipeco chose to continue down the route of both domestic chic and the soft tech options to further refine the brand identity and then pick the most attractive.
Below, we began by creating the rest of the family of products understand how the whole suite of products would look, whilst incorporate the design language throughout.
