Background (Figure 1)

VeSync is a small home appliance brand founded in California, USA, and its three brands Cosori, Levoit and Etekcity are the top 3 selling brands on Amazon U.S. Not satisfied with being a small home appliance retail brand, VeSync started to enter IoT since 2015, becoming an IoT home appliance brand integrating internet, software, hardware development and design.

Strategic Direction

From a home appliance retail brand to an IoT brand, VeSync has been constantly adjusting its strategic direction, but the ultimate goal has always been to provide value to customers and meet their needs in the home.

Product Development (Figure 2)

1. business theory: to meet customers' needs in the fields of living, life style and health through IoT technology. 

2. Product science: To create super cost-effective products with absolute high value and relatively low price.

3. product structure: kitchen appliances, air purifiers, basic appliances.

4. brand name: China named "small Ve intelligent appliances".

Super sign (Figure 3)

Technology is constantly iterating, but the value of creating a better life for customers remains the same. Since the beginning of electrical appliances, whether in reality or in science fiction movies, when a machine has a face, it becomes smart and friendly. That's why VeSync chose the smiley face as a symbol found in the cultural matrix and combined it with the initial V of VeSync to get the VeSync super sign. Affixed to any home appliance, it immediately has a sense of warmth and intelligence.

Brand Mascot (Figure 4)

The Super Mascot Smart Butler is a combination of the cultural parent, the British butler, and the super sign, using a culturally rich image to make customers instantly understand the value of VeSync. The intelligent butler adopts the body of a butler, not a mechanical body because technology will advance and machines will continue to change, but the human symbol system will live forever.

The packaging system (Figures 5-6) uses comprehensive media thinking to apply super signs to the packaging design of China.

E-commerce page design (Figure 7-12)

Redeveloped VeSync China V5 product by conducting in-depth 1V1 interviews with users and reorganizing the product manager's development thinking. We sorted out the value points, sorted out the presentation logic, re-wrote the copy, designed the detail pages, and finally increased the collection and purchase rate by 107%.

Self-media system (Figure 13-26)