The Initial ‘Signature’ Range is a complete set of hygiene service products, created to express Initial’s new brand consistently through the design of its products. Most critically, these humble everyday products are the physical touchpoints for the Initial brand in providing an essential public service. And the Jury could see that this project was a massively critical part of a wider strategic business transformation.
The professional approach to this very demanding project was impressive, encompassing research with both users and service staff in addressing real needs and issues. The result is that these products work with grace and simplicity. They are clean, calm, simple and intuitive to the user. The Jury appreciated that, while that is easy for all of us to see and appreciate, it is, paradoxically, very challenging to achieve.
The result is a range of sanitary products which addresses real and difficult sanitary and service needs, and which improves the washroom experience for all of us. The Jury was very impressed by the contemporary but appropriate design language of the ‘Signature’ Range, which pioneers a new look and feel for the Initial brand and its business transformation
LEE SUAN GAIK
MANAGER - VISIONARY
The new initial ‘Signature’ range redefines the significance of hygiene products with user focused design, creating an elegant and updated product language positioned in an evolving washroom setting. This is a culmination of dialogue and design-led research between international industry leader, Initial and Singapore-based strategic design consultancy, Orcadesign Consultants.
Once considered a misunderstood and unappreciated product, the Initial ‘Signature’ Range is a modern reinterpretation of service equipment with design sensuality. It has done so through the establishment of strong visual characters. The evidence is seen both on a macro scale of its humanistic and distinct product silhouette, as well as on a micro level of naturally subtle and graceful arc of its primary surfaces, bringing out the level of sophistication and exclusivity essential to heighten the image of public amenities.
Yet, this graceful presence also meets its functional aspects with the incorporation of LED lights as haptic automatic indicators, accent on buttons as tactile cues and clear graphical icons as cognitive instructions for its users. Ergonomic principles are also applied to each product based on its viewing angle and operations, and supporting platforms are designed to invite the interaction of users in an approachable manner. Holistically, the Initial ‘Signature’ Range addresses the needs of users, while providing an affordable product.
For initial, the product must fit its context. not only is the Initial ‘Signature’ Range designed with clean primary surfaces devoid of visual intrusions, a distinct brand impression reflects across a range of colours, materials and finishes for a spectrum of setting. the exemplification of cleanliness and versatility in the design sets the ‘Signature’ Range apart from its competitors. As an iconic collection, it reinforces Initial’s brand position as the global leader in hygiene. The Initial ‘Signature’ range is unique in that it needs to fit a broad range of factors such as geography, culture, age and gender.