Casio undertakes design review as it unifies its brand

Casio is poised to overhaul design across its packaging, products and retail presence as part of a long-term strategy to review its brand proposition and position itself as more of a lifestyle and aspirational brand.

One of the first projects to kick off will be the redesign of Casio’s flagship store in London’s Carnaby Street. The electronics group has shortlisted three undisclosed design consultancies to revamp the store interiors and is expecting to make an appointment ‘imminently’, says Mark Bernard, marketing director at Casio.

It is currently collaborating with Ida Creative Link to create revised point-of-sale and merchandising material, which will lend a ‘completely new integrated look and feel’ to stores. There is a renewed focus on designing display units in-house, says Bernard.

Casio is also looking to redesign its packaging across the entire product range, which includes items such as: calculators, business organisers, watches, musical keyboards, video products and toys. Casio is considering holding a pitch to select a consultancy to implement the project, he suggests.

‘Packaging is high on the agenda to bring a more cohesive and consistent look,’ says Bernard.

Casio is also in the process of boosting its new product development. The company’s R&D facility in Tokyo is working on a range of designs in response to current consumer trends, attitudes and customer requirements, explains Bernard. Casio produces more than four million products for the business and consumer markets per year.

The projects follow Casio’s recently launched campaign, Casiology. It marks a new direction for the company as it seeks to bring the Casio brand up to date.

‘Consumers were not sure what Casio stood for; it was

Casio design

• Packaging – in-house team at the Casio Design Centre in Tokyo

• Products – in-house team at the Casio Design Centre in Tokyo

• On-line – Works Unit

• Point of sale – Ida Creative Link

• More appointments to follow

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