Kitchen Appliance Product Line

Magic Chef

The Magic Touch For Your Kitchen

Expanding a legacy brand into a whole new corded category.

We developed a new product line of kitchen appliances for Magic Kitchen. Magic Chef wanted to expand their line of corded appliances, so it involved designing an entirely new collection that captures the legacy. This catalog included a 2-slice toaster, a toaster oven, a coffee maker, a blender, and a slow-cooker. It was critical that the visual design identity be cohesive amongst a series of products and to align with interior kitchen trends.

Through sketch exploration, designers found unique product forms along with CMF (Color, Materials, Finishes) that could be carried over across new products to make up a complete product line. Silver and black colors with red-button accents were carried throughout the product line, providing a fresh look for the mid-price point market. Strategically using design elevated the perceived value of the appliances.

Prototypes were constructed as appearance models and used for client presentations and tradeshow demonstrations. Attendees and prospective buyers appreciated the simple, clean design and said “the red accent is like a cherry on top.” And the client felt the new product line really captured the Magic Chef brand heritage.