CALMY HUANG
RAYCON BRANDING 2021-2022
BRAND BACKGROUND
Raycon is a celebrity-own brand by American singer Ray J. The company's concept is to bring a variety of affordable, premium audio products to people who love music. We closely work with influencers and celebrities through multiple channels and platforms to promote our brand and products.
BRAND IDENTITY & CHANNELS
Based on these analyses, our branding strategy goals style-wise can be described using the following terms:
Musical, Colorful, Straightforward, Passionate, Enthusiastic.
MISSIONS
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Working well with both B2B and B2C channels.
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Premium look when sitting aside with competitors.
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Telling our own vivid brand stories, closed to daily lives.
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Being attractive not only to celebrities fans but also to general people who are not familiar with Ray J and those influencers.
3D rendered by Calmy Huang
PREVIOUS BRANDING RECAP
01
Branding elements
Strong branding elements such as fonts, styles, special patterns, branding colors, layouts are barely seen here.
02
Storytelling
Against our mission, that vivid lifestyle story didn't present well. Links before different sections are weak.
03
Product Focus
The main product image is not standing out very well. The visual focal point is not clear.
PRODUCT LINES NAMING SYSTEM
In 2021, Raycon planned to launch over 12 new products in different categories throughout 5 family lines.
The previous naming system like E25, E55, H20 seems to be an outdated method as they are not easy to remember and to distinguish from each other when there are tons of similar products.
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The Challenge:
How can we set up a naming system that is easy to remember and understand?
How can we bond our brand mission and theory to the product naming?
How can we attract more customers by just changing the name of the products?
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The Solution:
Instead of naming products by using an emotionless combination of letters and numbers, we decided to call them by their life scenario: Everyday, Work, Fitness, etc.
Based on each products' specifications and features, we create 5 family lines which are: EVERYDAY lines. Work lines, FITNESS lines, GAMING lines, and POWER lines.
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The Accomplishment:
By using the new system, we not only created an easier memory system for customers, but also an easier marketing solution for our marketing team and customer service team.
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For example, The Everyday Earbuds are the most classic one with all the general features that fit in our daily life. If you are looking for an upgrade for work, go with The Work Earbuds as they have a higher level of Advance Noice Cancellation function. If you are looking for a pair of earbuds for your workout time, try The Fitness Earbuds as they have the highest (IPX7) waterproof feature which would benefit your sweating conditions.
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BRANDING GUIDELINE
TYPOGRAPHY
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FEATURES
IN 4 LANGUAGE
SLOGAN
IN 4 LANGUAGE
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TITLES
​PRODUCT NAME
COLORS
RAYCON BRAND COLOR
RAYCON FAMILY COLOR
PACKAGING DESIGN
FACTORS THAT MATTER
What matters in package design?
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First of all, the aesthetic. A good package should reflect brand's language and present the unique of the product. In 2021, we tried to bring our brand new package system to all our products, which should also be very "RAYCON".
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On the other hand, as a 4-years-old startup company, the cost is also a big concern in package design. Our manuafactory located in China that we have to deal with oversea shipping. So we have a lot to think about in terms of cost-efficiency. Following are some important factors we have to consider during the whole design process.
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structure
material
weight
Weight is very important during shipping, including the shipping from our manufactories and the to our customers. Weight control can help save an enormous amount of cost in business.
Different materials cost different. We need to chose a proper material for our package. It also have a requirement of support and hold our products in side during shipping. It's also a factor that affect the look, shelf live and life circle.
The structure of the package is like a foundation of the house. It somehow decide how many materials you need and where is the place for the artwork. Chosing a proper structure can also help in the following shipping and packing process.
cartoon size
Cartoon size including inner cartoon and master cartoon which are another two main factors that affect the shipping cost. Finding a proper way to stack products can also benefit the following storage process and the unpacking process and reduce the damage during shipping..
storage
Deisgn a package that is easy to store will not only save trobles of the shipping/delivery team, but also help the warehouse better manage all those stock. It can also help decrease the damage during shipping.
LAYOUT
* Use The Everyday Earbuds 2021 Limited Edition as an example
OUTSIDE ARTWORK
INSIDE ARTWORK
OUTSIDE ARTWORK
BRAND LOGO & NAME
PRODUCT IMAGE (PRIMARY IMAGE)
PRODUCT NAME (MAIN TITLE)
USECASE SCENARIOS ICONS
FRONT
PRODUCT IMAGE (SECONDARY IMAGE)
PRIMARY SLOGAN IN 4 LANGUAGE
6 FEATURES IN 4 LANGUAGE WITH ICONS
SKU BARCODE
BACK
BRAND LOGO
PRODUCT NAME
PRODUCT COLOR PATCH
SIDE
INSIDE ARTWORK
SCENARIO
DISCRIPTION
PRODUCT DIMENSION
SECONDARY SLOGAN IN 4 LANGUAGE
FLAT PRINT
* Use The Everyday Earbuds as an example
* Barcode placement varies from different POs.
FINISHING
SILVER FOIL AREA
UV COATING AREA
In order to bring more contract and fun to the package, we added some surface treatments like foil and UV coating to certain areas. The foiled product name makes it pop out more and the UV helps the image and some primary info shine.
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* Each product might have a slightly different finishing.
3D RENDER
MATTE BLACK ACCESERY BOX
CLEAR PLASTIC HANGER
BOOK STYLE GIFTBOX
MATTE BLACK PLASTIC TRAY
MASS PRODUCTION
CES 2022 LAS VEGAS
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2021 SPECIAL EDITION
Every year Raycon will promote one special edition product in limited quantity. In 2021 we decided to make our iconic rubber oil finishing The Everyday Earbuds into a gross Platinum version.
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To best accommodate the mass production schedule and cost restriction, I designed this SPECIAL EDITION packaging only for these Platinum Earbuds by keeping the structure but using different materials.
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Instead of using our EVERYDAY RED as background color, I decided to use this color-shifting matte silver laser paper with black text to pump up the feeling of premium. On the contract of matter background, we still use shiny UV coating to the product images. With different light sources, the package reflects different colors, together with the matte finish, it presents a feeling of high end, uniqueness, and mystery.
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All our limited edition earbuds sold out in a week. We made 2021 Raycon Week quite a success!
* For more details about this Special Earbuds product development please visit the "Limit Edition Earbuds Design" page later.
PRODUCT LINES
For 2022, I redersigned our package structure to save cost and reduce the weight. By doing this, we saved over 40% cost in producing packages and will save a great amount of cost in shipping as well. More details about the new structure will be posted here when the products with new package launch the market in April.
USER MANUAL UI REDESIGN
The original version of the manual got a lot of complaints from our customers about the complexity of the explanation, the hard-to-understand UIs, and some confusing sentences.
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Except for redesigning the style by using new branding elements, I also redesigned some UI language to help customers better interact with the products.
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Here are some examples for The Everyday Earbuds User Manual redesign.
Problems
The charging is a complicated task, it can be divided into charge the capsule with/without earbuds. They have different light indicators as well. The original explanation is not clear enough to show the correct charging process with the lights.​
Solution
Sperate the two charging ways with their own explanations. Use a vivid and neat line drawing to showcase how you can charge your device and what feedback(lighting) you will get for each stage.​
Problems
The reading order on this page is not very efficient. Users have to ready the middle part first and then go to the left/right and back to the middle again and then to the other direction.
It's also quite confusing when you want to guide your users to press a button, but use a pointing line to the left/right which might cause a finger swipe action.
Solution
Redesigned this page, based on users' nature reading orders from top to bottom. By using various numbers of dots and rounded rectangles to indicate press action and hold action, as well as the times of press and the length you should hold the button for. Highlight the "L" "R", reduce words repeating.​
Problems
The customer services team always gets a complaint about changing gel tips. It's an easy but delicate task so that some people won't do it 100% right. How to change gel tips did not be included in the original manual.
Solution
Simply divide the process into 4 steps. Using a short sentence and arrows to guide people on how to make this task right along with the image. ​
USER MANUAL SHOWCASE
* Use The Everyday Speaker's manual as an example
UI/UX FOR WEB
Official website redesign by using new branding system.
For UI/UX project details please visit " RAYCON Website Design" page later.
HOME PAGE
CATEGORY PAGE
PRODUCT PAGE
