Oricom are an Australian manufacturer of consumer technology, including UHF and VHF radios, baby monitors, cordless phones and other electronic gadgets which help people stay connected with each other. We were asked to modernise the brand whilst retaining a connection to the old look and feel. Our objective was to triple sales by increasing the appeal of the brand to retailers and encourage consumers to choose Oricom.
Brand design in this sector typically has a generic industrial feel which lacks warmth and engagement with consumers. This is probably because two way radios are perceived as functional items, as if all customers were construction workers or engineers, where the design of the brand or product is not considered especially important.
The original Oricom brand followed a similar approach with the orbiting symbolism, however as a business they were more consumer friendly. As a challenger brand Oricom were competing against much larger international brands with significantly higher marketing and advertising budgets. Therefore awareness of Oricom was relatively low. When you are a challenger you need design that will get noticed and cut through brands with bigger budgets. Being a ‘me too’ does not work.
When we consider Oricom manufacture baby monitors and solutions for people living with an impairment we realise their products are made for real people. This provided an opportunity to reposition the brand as one focussed on people friendly design. This inspired our brand strategy of Real Connections and a softer, emotionally driven identity. We modernised the colour palette and evolved the orbiting symbolism to show how Oricom bring people together. The new brand was launched over a decade ago and achieved all client objectives. It is still relevant to the business today and continues to add significant value and the creation of additional product categories.