A water drop silhouette establishes the main visual gesture for the design language and is the basis for the “Accelerated Taper” design element. The “Accelerated Taper” is joined by the “Obround”, “Tap”, “Defined Edge”, and “Surface Partitions” elements that are the primary building blocks of the design language. The “Obround” shape creates a warm, dynamic, full, and continuous section that, in conjunction with the “Accelerated Taper”, form the main enclosure of all Kemflo products. The “Obround” and “Accelerated Taper” elements give the impression of a soft, sleek surface and welcoming shape and provide the volume necessary to accommodate any configuration of filters and mechanical components required to create a world-class water purification device.
The “Tap” design element is critical to the success of all Kemflo water filtration products that dispense water. It’s an innovative, intuitive, and highly functional feature that helps attract consumers to Kemflo products in a competitive marketplace and puts the primary function of a water dispenser front and center. The “Defined Edge” element implies precision and quality by establishing a distinct and crisp conclusion to the surface boundaries of all products. Finally, the “Surface Partitions” design feature demarcates areas primarily for functional zones such as user interfaces or drip trays. The “Surface Partitions” design element has also been leveraged into the 2D packaging design language that helps bring the entire brand statement together.
Kemflo’s design language wouldn't be complete without a distinctive but flexible color, finish, and materials palette. Pure White with a high-gloss finish is the dominant color and is used primarily on the main enclosure of all products. A Black / Black tint with a high-gloss finish is used for U.I. display areas and water tank features and Silver Metallic / Metal finishes are limited to the “Surface Partition” areas on the mid and bottom sections of the main enclosure with the “Tap” features being treated with a brushed metal finish. James Owen Design established a design language for Kemflo that is highly sophisticated yet easy to deploy across Kemflo’s product assault on the Chinese market.
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