PRODUCT DEVELOPMENT, CONSUMER INSIGHTS, DESIGN MANAGEMENT, DESIGN STRATEGY, PORTFOLIO MANAGEMENT, BRAND VISUALITY AND COMMUNICATION
The target was to create a new contemporary
tableware series, which is more premium than Swedish Grace. The key target group for this project was younger Luxury Choosers around 30 years old who are in the home building life stage. Several consumer studies were made to have enough background information on the target group. Etnographic fieldwork as well as focusgroup studies were conducted.
Designer duo Färg & Blanche was chosen
as their way of working and design thinking
matched that of Rörstrand’s very well.
The end result was excatly what had been
briefed and the collection is a perfect addition to the Rörstrand assortment.
Photos by Fiskars Finland & author