Design
Emerging Markets
Simple pleasures— lugano
Preface
A young Swiss electronics company has a plan to corner the low-tech market with a range of no-fuss, well-made products that just do the job.
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01Brochure for Punkt’s DP 01 phone
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02Punkt’s simple packaging
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03Lugano headquarters
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04Raffaella Cardarelli, CEO
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05Punkt’s DP 01 cordless phone
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06Luca Maurer, senior product manager
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07AC 01 alarm clocks
Why it works
1. Research:
Prior to launch, the company carried out extensive market research, including reconstructing the history of the telephone.
2. Clarity:
The brand’s tagline “Cleverly put together” says it all. From the crisp collateral materials to the products themselves – everything is refined.
3. Target marketing:
Punkt is marketed by word-of-mouth and sold in design stores such as London’s TwentyTwentyOne.
4. Long-term vision:
A business plan has been carefully put together with a new product launch scheduled each year until 2016.
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