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HAERS NONOO Seat-Saving Vacuum Bottle
Providing HAERS with a Complete Design Research and Product Design Service System
Innovation Insights
Project Background
As an established company in the vacuum bottle industry, HAERS had maintained a stable position in the market.
However, consumer culture and lifestyle trends were changing rapidly. The company needed to understand how to respond to emerging market demands, develop a new brand, and take the first step toward testing and validating new market opportunities.
To begin this exploration, HAERS partnered with LKK Design to jointly develop the initial strategy and product for a new brand.
Innovation Value
While HAERS explored opportunities in a new consumer market, LKK Design provided a complete service system covering design research and product design.
The collaboration included early-stage market exploration, concept validation, target-user research, and corresponding product development.
Through systematic research and practical product design, LKK Design acted as a pioneer in HAERS’ new brand development, helping the company test market opportunities and establish a clear direction.
HAERS and LKK Design have since made significant progress and continue to cooperate in developing new markets and innovative products.
Design Strategy
Market Research
After understanding HAERS’ ambition to create a new brand, LKK Design worked closely with the company to explore the market, develop potential solutions, and validate the proposed direction.
The team provided comprehensive and precise research strategies covering both market positioning and target-user definition.
The analysis examined suitable consumer groups, usage scenarios, consumer behavior, and potential market opportunities.
The research findings were then translated into product design decisions. By integrating research and design, the project aimed to establish a new youth-oriented brand and develop products that could be used to test and explore the market.
Product Strategy
Successful entry into a new market requires rigorous and comprehensive analysis of both the market and its target consumers.
LKK Design developed a complete market strategy for HAERS. Its experienced design research team conducted in-depth studies of the existing vacuum bottle market, common bottle forms, consumer groups, youth culture, purchasing behavior, and lifestyle trends.
The findings supported the development of a clear market plan and provided practical guidance for the product’s exterior design.
💡 Solution
1. Translating Brand Positioning into Product Design
After establishing precise market positioning and defining the target audience, LKK Design’s industrial design team began developing the first bottle for HAERS’ new brand.
The product design was guided by the personality and visual identity of NONOO, the youth-oriented brand created through the earlier research process.
The team translated the brand’s distinctive attitude into a recognizable product form, creating a stronger connection between the product and younger consumers.
2. A Controlled First Step into a New Market
As the first commercial step for the new brand, the project needed to balance innovation with controllable development and production costs.
The key design ideas were therefore introduced through focused and practical changes based on the established research strategy.
This approach allowed HAERS to test the market with lower risk while preparing a foundation for the future development of the brand.
The project successfully launched the first product under the new NONOO brand—the NONOO Seat-Saving Vacuum Bottle.
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