Whale Steamer

The Future of Portable Steaming

2019

Also see Whale Steamer App Development





Team
Alice Sueko Müller (UX UI App Development)
Natalie Bar-David Frenkel
Jacob Kurzrock
Ferdinand Kohle


Brief

Redesign an evolutionary version of a 3-tier cabled food steamer for the 21st century user.



Concept

Whale is a chic, sustainable portable steamer for active mobile urban professionals who crave a steaming hot meal on the go. Through a sophisticated and compactly designed heating bank combined with customized meals Whale will offer a culinary escape from any busy schedule. 
We saw the necessity to not only develop a portable, chic and smart food steamer, but also to accompany it with chef designed delicious meals and the company’s commitment to sustainability. The Whale app which accompanies the heater is your personal health coach that keeps track of your eating habits and optimizes your diet. Reaching your health goals has never been this easy!



Product Analysis

3-Tier Steamer Teardown





Research

Our survey of 50 customers resulted in the following insights:
  1. Users enjoy the convenience of a steamer.
  2. Users tend to eat more vegetables because steaming makes it easy to cook them in a healthy way.
  3. Users wish to have complementary recipes coming with a steamer, which is not the case yet.
  4. Users are afraid of chemical additives that could leach into the food from the steamed, hot plastic, e.g. BPA.



Visual Branding 

Whale = Refined Sustainable Modern Tradition 

We wanted to preserve the reference traditional East Asian steamed food by using bamboo with an iconic hexagonal shape of the 21 century for the meal tray. To emphasize our brands commitment to environmental and ocean sustainability we chose the whale as our logo:


Our values are communicated through natural greens, browns, and orange tones:




Technicalities


To enjoy your meal, simply fill the water reservoir in the bank, remove the lower protective plastic on the bin and place the bin onto the power bank. The meal bin slides in with affordance features such that the pins snap into the chip reader. The bank then detects the type of meal, syncing the cooking time with your phone app.
After the meal is cooked and consumed the powerbank can be easily cleaned and everything else can be composted.








Business Model

We distribute through supermarkets and collaborate with Apple, Fit Bit and Weight Watchers to offer a holistic approach to health. We market through social media, celebrity endorsements and exclusive celebrity collaborations, such as limited meal creations. Our customers are offered meal recommendations and co-creation experiences through the Whale community. In addition we offer a subscription model with exclusive discounts and meals.







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