Kitchen Appliances series „Excellence“

2014-18 for V-ZUG AG

  • The new portfolio design for oven, steamer and winecooler harmonizes the appliances through a visionary, unique and a very Swiss design language and sets a new UX standard with the circle slider UX.

  • Envision and create an entire new design for the whole product portfolio: oven/steamer platform, coffee center, cook top, dishwasher, and fridges.
    How might we design a visionary leader product line in premium segment to overtake the German competition and increase export sales?

  • The traditional Swiss household goods company V-ZUG creates world leading kitchen appliances made in Switzerland and is strongly expanding into the global premium market.

timeless swiss

The combined softness and edginess on the slider and handle make it more emotional and refined than before but still as swiss essential expected. This design principle will be applied on a lot of products.

For both more & less digital users: The „knob“ is a digital slider with all it‘s touch experience benefits.

The users have all benefits of a full-touch display, plus the slider allows to change temperature and other settings fast, and securely.

The matt surface enhances the pleasure to touch and use the product and gives the needed emotional experience.

the phygital interface

say ‘bye’
to stainless steel

Say “Hi” to pearlbeige and platinum.
V-ZUG is now abstaining from chrome that was always the professional CMF for kitchen appliances so far.

  • This project was carried out when I was working full-time as a designer for milani design & consulting AG for V-ZUG AG.


    All rights belong to V-ZUG AG

  • Project lead
    Co-lead designer
    CMF designer

  • From design conception till Implementation:
    Competitor analysis, design strategy with a focus on differentiation and portfolio segmentation, prototyping, CAD modeling with final surfacing, rendering, CMF design concepts and implementation,
    Art-Direction of different other related projects, creation of brand guidelines & product style guides

  • ID Designer:
    Elisabeth Malm, Livia Weder, Jeremias Perren, Samuel Beer, Judith Böhm

    UX/UI Lead:
    Dominque Gressly & Peter Kancar

    UX/UI Designer:
    Fiona Satori

    Coach & Co-Art Direction:
    Therese Naef, Britta Pukall

Oven/stove series "Advanced" for V-ZUG AG

Oven/stove series "Advanced" for V-ZUG AG

Bathroom series „Serenity“ for HUIDA

Bathroom series „Serenity“ for HUIDA

Zürich Tram for VBZ & BOMBARDIER

Zürich Tram for VBZ & BOMBARDIER

Flagship Suitcase for XIAOMU /90FUN

Flagship Suitcase for XIAOMU /90FUN

Stroller & Design DNA for QTUS

Stroller & Design DNA for QTUS