Product Design Language

Duracell

Consumer Electronics: Reinforcing Market Share

As Duracell’s design firm of record, Karten Design developed a design language, leveraging color, form, finish, and visual hierarchy to enable an authentic extension of the trusted Copper Top brand.

Duracell, the #1 manufacturer of Alkaline batteries and a BusinessWeek Top 100 Brand, is known for being “Trusted Everywhere.” As users’ power needs evolve beyond batteries, Duracell has sought to expand its product offering with a range of efficient, dependable power sources for mobile users. To help the company generate new revenue streams, we developed a design language, leveraging color, form, finish, and visual hierarchy to lay the groundwork for authentic extensions of Duracell’s well-known brand.

We applied this design language to a family of Portable Power Reserves– compact USB- and USB mini-compatible lithium ion batteries that provide up to 60 hours of grid-free power to cell phones, smart phones, MP3 players, digital cameras and handheld games. These simple, portable devices give customers freedom by letting them take a strong power reserve on the go.

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