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COLMO was unveiled in October 2018 on Mont Blanc and launched its first range of beautifully designed, award-winning products in December. It was launched at AWE 2019 (Appliance and Electronics World Expo) in Shanghai, showcasing a full new range of 13 Kitchen appliances.

Our work with COLMO won four awards at Transform Awards Asia-Pacific 2019, including Gold for ‘best visual identity’, Silver for ‘best strategic or creative development of a new brand’, Bronze for ‘best naming strategy’, and a Highly Commended award for ‘best creative strategy’.


After immersing in their customer research, doing competitive market analysis, and stakeholder interviews, and getting key insights, we created the positioning, “Simply Extraordinary.” It’s understated confidence would stand out among the cliche, and exaggerated claims of luxury from competitors in the China market. 

With this idea in mind, we created the name, Colmo. Derived from the Italian for ‘summit’ or ‘crown’ to highlight the ambitions and quality of the brand and to add some international, European flavor. 

The visual symbol was inspired by the peaks of the crown and mountains and was paired with a logotype that mimicked it in the letterforms. Colour is used sparingly to create a modern, sophisticated look with contemporary iconography and typography to support product descriptions and features.


Midea saw the opportunity to create a new, premium home appliance brand for an upcoming range of smart, connected kitchen products. To distinguish it from its mid-market motherbrand, a new name, strategy, story and visual look and feel was needed.


Brand Positioning, Naming, Visual Identity System, Brand Guidelines

— Services

Creative Director 

Prophet 2019

— Role




Young Kim

Tim Brown

YK Lam



Benoit Garbe

Tom Zhang

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