The brand has gradually changed its communication method with consumers by developing multimedia platforms to launch advertisements. In other words, brands have to change traditional brand strategies and take efficient actions to target the public. In the April of 2021, the national brand of household appliances, Midea, invited KAI to rebuild its brand strategy to target youth consumers, which went back to the original intention of brand value to focus on the ‘ home’ scene. Therefore, M+Design comes to life with the development of peripheral products into the daily life of young people.
The project was initiated by Midea, and KAI Planning invited artists and designers from all over the world to participate. We made cultural and creative inspirations to promote producing more beautiful moments in daily life via the creation of living home peripherals.
The initial collaborating artist
The Japanese illustrator, KEI Mogari
She specialises in using simple shapes and lines to draw out emotions and express kindness, love and passion. She likes to draw inspiration from her daily life, and tells imaginary stories in her mind through her works, and captivates us with her healing style of painting.
Past experiences
She has had seven individual exhibitions and participated in group exhibitions in Tokyo, Shanghai, Taiwan and Hong Kong, as well as collaborating with brands such as IKEA, HITOTOKI and SELECTED to showcase her diverse artistic prowess.
In this cooperation, KEI took the IP figures M and a corgi into her created world. She combined her IP figures of family members with Mieda’s to show them together running to one aim, which achieves this customized work
We All Wish for Midea
We developed a badge and T-shirt based on the imagine
Free gifts, Badges and T-shirts
As the famous national brand of home electrical appliances, Midea’s products have already proved convenient for the life of the majority of people. With launch of the M+DESIGN project, we hope to attach more unique interest and trends into daily life scenes through the development of peripheral products from the perspective of culture and art. Thus, we invited KEI to join us with her two quaint friends from her past works-- Shining and Benny. They are transformed into different home products to accompany everyone, such as rugs, pillows, woven bags, dirty clothes basket Etc. We hope these products can bring a sense of healing to youth urbanites, especially when they are back in their own cosy home from busy work. We have also been able to share many of Kei's heart-warming stories about her work.
Click here to pick up the phone from KEI to listen to her creative background stories
KEI shared many healing moments at home
//HOME ACCESSORIES //
//KOL CORNER//
//PUBLIC FEEDBACK//
//IN-STORE DISPLAY//
The six products were developed with the intention of adding a touch of healing to your home life, and KAI hopes that when you come across them, you will also be in a relaxed and happy mood when choosing and purchasing them. Following this lead, we chose soft clouds as the main element to create the scene, and designed all the display spaces into a "cloud world", where the products were cleverly integrated into the scene, and where Yellow Shining and Pink Benny were comfortable.
In the end, we thank all partners from Midea with us for exploring more abilities to communicate with consumers. We expect that the 「M+DESIGN」project will continued, to constantly create more beautiful moments in life.
Before we published this article, we gained a piece of good news from out client! (See picture)
