CMF STRATEGY
CMF Design
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Chris Hedges
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Shark Ninja
A Considered CMF Strategy for Market Expansion
The Challenge
Shark, a global leader in household innovation, developed a new range of canister vacuum cleaners and needed support in refining their Colour, Material and Finish (CMF) strategy. The goal was to:
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Establish a clear product and category hierarchy within the range as part of Shark’s wider category offering.
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Ensure the three-tier CMF system aligned with Shark’s brand identity.
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Tailor the design to appeal to the European market while maintaining global consistency.
The Solution
Leveraging our extensive CMF expertise, we explored multiple concepts before refining them into three distinct yet cohesive colorways. Each tier was carefully crafted to:
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Maintain a family resemblance across the range.
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Clearly communicate product positioning and value.
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Enhance perceived quality and desirability for different customer segments.
A key focus was on functionality and durability, we selected finishes that not only enhanced aesthetics but also improved visual robustness, reducing the appearance of wear over time. Tinted transparencies, premium plastics and metallic accents were strategically integrated to convey performance benefits and reinforce product hierarchy.
CMF Design
The Impact
By using CMF as a storytelling tool, we helped Shark’s marketing teams highlight key product features and performance benefits more effectively. The refined CMF strategy not only strengthened Shark’s brand presence but also enhanced consumer appeal, positioning the product for success in European and global markets.
EXPERTISE UTILISED
CMF design
