Brief:
Imagine the new product-identity of Sun East, industrial equipment manufacturer for its new generation of SMT printer (machine for PCB printing). A SMT printer does not work alone, it is part of a production line, so it was necessary to design a machine that fits easily in this set (easy style declination). Compared to the previous generation of Sun East machines, the use of bolts and screws to fix doors and hull should be reduced to a minimum (as it was taking too much time to align them in production).
Strategic design choice:
Creating a design identity which would give a true product signature to Sun East, easily identifiable and recognisable. But not easy to copy by companies, which were buying Sun East machines, and rebranding them under their own brand, by simply changing the doors marked with the Sun logo East.
