Corporate product design and differentiation strategy for Bico
For BICO, the traditional Swiss brand for innovative sleep solutions, Milani developed a consistent product language and product differentiation strategy for the entire range.
A design language that conveys the brand's values and USPs at first glance
Every third mattress sold in Switzerland comes from the traditional company BICO. BICO has been the Swiss market leader for 160 years and has established itself as a traditional and iconic brand. The goal of the collaboration with Milani was to develop a consistent product design language that would communicate BICO's brand values and differentiate it from its competitors.
With the help of DNA analysis, Milani quickly derived the brand essence and transferred it to BICO's products. Milani also defined a product differentiation strategy for the entire range. Based on these results, Milani developed an unmistakable product design language that instantly connects with the brand while highlighting the innovation of each product. The duvet covers designed by Milani now communicate what is inside each mattress, e.g. mesh is where the mattress is ventilated.
In addition, Milani created a new design concept for the point of sale that emphasizes the unique selling points compared to the competition and consistently continues the brand experience.
Milani design services
- Product differentiation strategy for the entire range
- Definition of corporate product design
- Definition of corporate color code
- Point of sale design
