top of page

A new corporate design language







red dot design award 2019.jpg
red dot design award 2017.jpg

A brand relevant design language: Simple, yet ownable

Vodafone confronted us with the challenge to come up with a new design strategy and language for a wide range of their fixed line devices. We asked ourselves how these devices could become desirable by quietly blending in or by even disappearing within a home's interior. At the same time, we defined the new language philosophy to be more contemporary.

Our guiding principle was: simple, yet ownable.​

The result is a distinct and memorable product family: A high-end DSL router, an entry level DSL router, an IP-TV box, an IP camera, and an audio dongle and home-bridge. By combining and proportioning basic geometric volumes into a harmonious co-existence with the contained technology, they blend seamlessly into the contemporary home environment.

More quiet technology, please!

Let’s face it: We have come to expect that technology is embedded and ubiquitous in today’s homes. It no longer needs self-representation. Actually, most of us believe that it should quietly disappear. 


Home connectivity products – like routers, hubs, gateways and modems that give us access to the internet – commonly spend their existence in dusty corners, behind curtains or on bottom shelves, in short: well hidden-away from view.


The Essential Box Router


The ‘Essential Box’ is the basic piece of hardware that is delivered to a user’s home after signing up for a new Vodafone broadband contract. It is a distinct and recognizable member of the new Vodafone Fixed Line Design Language. The task was to design an ultra low-cost router based on a given technical platform, yet still clearly belonging to the new family. We are very proud that it has been awarded with six international design awards (2x Red Dot Design Award , 2x IF award, German Design Award, European Design Award Silver) for its elegant, distinct appearance.

Corporate Design Language Guideline


We created a design guideline intended to inform and inspire designers to develop more devices according to the new formal principles: a language that is charismatic, minimalistic and contemporary and can easily be distinguished from competitors.

It is simple, yet ownable and therefore unmistakably Vodafone.

bottom of page