A design project for Sainsbury’s explored the development of an entry-level electric kettle within a tightly defined retail price band. Rather than allowing cost to dictate compromise, the project approached affordability as a framework for disciplined decision-making. Structural elements were rationalized for efficient tooling and assembly, while CMF strategies were carefully considered to maximize perceived value through subtle surface control and balanced material contrasts.

The overall expression avoids the visual cues often associated with low-cost products. Instead, it adopts a classic and composed design language—quietly confident, well-proportioned, and intentionally restrained. Formal character is introduced through a nuanced geometric transition: the kettle begins with a circular base, ensuring stability and familiarity, and gradually shifts toward a more square-like geometry as it rises. This controlled morphing of surfaces generates tension and identity without relying on decorative gestures. The result is a product that feels orderly and timeless, projecting quality beyond its price point while remaining commercially pragmatic.

Transition

Category

Year

Electric Kettle

2016

Client

Kitchen Appliances

Sainsbury's