Design Strategy and Innovation: Transforming Tutondo
Unifying Branding and Innovation Through Design
The Oh by Tutondo line was conceived as a design-driven flagship product aimed at elevating the Tutondo brand’s visibility and market recognition. Despite holding 60% of the market share in Italy for its category, Tutondo lacked strong brand recognition. This new product line was strategically developed to serve as a premium showcase, ensuring that Tutondo not only remained a market leader in function but also became a reference in design and innovation.
To achieve this, we implemented a unified brand design language across the entire product range, integrating logo modernization, brand colors, product identity, and communication materials. This approach strengthened market positioning and consumer trust, aligning every brand touchpoint to create a cohesive and recognizable identity in the competitive audio industry.
Innovating Audio Experiences Through Design
The design strategy extended beyond branding into product experience, where the goal was to redefine the way users interacted with multi-room audio systems. We introduced breakthrough speaker designs that enhanced sound quality, usability, and aesthetic appeal, securing 6 design patents and 4 industry awards.
By incorporating customization options and design-driven engineering solutions, we delivered products that were not only technologically advanced but also emotionally engaging and adaptable to diverse user needs. These innovations led to a 20% sales increase and improved brand perception by 7 points, reinforcing the impact of user-centered design.
Building a Cohesive Product Ecosystem
At the core of this transformation was the creation of a unified design language that extended across an extensive product range—over 1,000 audio systems and components. By integrating design governance and standardization, we ensured that every product adhered to a consistent brand identity while allowing for scalability and adaptation across different markets. This alignment streamlined the product development process, fostering a more efficient workflow between design, engineering, and marketing teams.
Packaging, Presentation, and Market Engagement
Beyond product innovation, consumer engagement played a critical role in the success of Oh by Tutondo. Packaging design was optimized to enhance shelf impact and communicate product value, while exhibition designs provided an immersive experience that allowed consumers and industry professionals to engage with the brand firsthand. This integrated approach to design—spanning from product conception to market execution—solidified the brand’s position as a leader in the high-end multi-room audio market.
Oh by Tutondo test audio/video for HIFI Home theatre system
