Challenges
Linkfair Group is a leading Chinese kitchenware manufacturer specializing in ODM and OEM services for European brands. As a representative of "Made in China," while these enterprises possess exceptional manufacturing capabilities, few have established globally recognized brands. Facing this challenge, we needed to redefine brand identity through a single product, create significant differentiation, and build strong user perception—all through one product design.
The kitchenware market stands at a crossroads. On one side, "electrified kitchen appliances" represented by home appliance companies are rapidly replacing traditional non-electric tools, such as electric rice cookers, stand mixers, and electric pressure cookers. On the other side, non-electric cookware is evolving toward premium and specialized products. Traditional pressure cookers now occupy a shrinking market, with younger generations increasingly favoring electrified alternatives.
Research & Insights
Since our collaboration with Linkfair in 2017, Kurz Kurz Design has conducted research on middle-aged and young demographics in both China and Germany. We observed a steady decline in traditional pressure cooker usage. In-depth interviews revealed that complexity in operation and safety concerns were primary reasons people avoided them, with safety being the top factor influencing choices for electric alternatives. However, users overlooked the superior pressure performance of traditional cookers. Based on these findings, we aimed to design a pressure cooker that prioritizes safety while adding enjoyment.
Solution
To achieve exceptional safety, we extensively studied the "lid, vents, valves, rings, and plates"—five critical safety components—to identify opportunities for enhancing both safety and user experience. Innovations included redefining lid-opening mechanisms and adjusting valve positioning.
We thickened the pressure clamp to 4mm and fully encapsulated heat-sensitive parts like handles and lids with heat-resistant plastic for added safety. The design adopts a sleek, cohesive, and minimalist aesthetic, resulting in the elegant and lightweight Galaxy Series Pressure Cooker.
The pressure relief valve was repositioned at a 45° angle away from the handle, ensuring safer operation. A simple twist of the lid handle and release of the clamp allows easy opening, redefining the user experience. A circular recess on the lid surface encloses the valves and safety mechanisms, shielding them from cooking residue and steam for easier cleaning. The series offers multiple color options, each featuring both a pressure lid and a glass lid to accommodate diverse cooking needs.
Outcome
Kurz Kurz Design successfully redefined the image of pressure cookers through the Galaxy series, earning accolades
including the IDEA 2018 Award and IF Design Award.
