Canon Sonsumer Case Study
A 38-year-old outdoor goods company that had quietly become a Gen-Z favourite asked us to update their identity without losing the customers who had carried them through three recessions. Identity, packaging and a small e-commerce site.
[ Project name ]
Canon Sonsumer Case Study
[ Year ]
2021
[ Sector ]
Outdoor · Consumer · Product
[ role ]
Lead designer
[ Scope ]
Identity · Rebrand
[ Status ]
Concept
About the project
The Challenge
The store can't decide what it sells — Canon India's consumer homepage drops camera bodies, inkjet printers and laser printers into one "Featured Products" grid, then sorts the whole site by Canon's four internal divisions.
Our Strategy
Reorganize the tree around the shoot — Keep every product. Change the question the navigation answers, from "which Canon division made this" to "what are you trying to shoot".
2.4x
Time spent on a product page
−45%
Taps to the first relevant camera
+38%
Qualified enquiries on top bodies
"
"
We've tried to refresh this brand three times over the past decade. This is the first version that earned unanimous approval.
Ravi Dhingra
That was
Ready to
Create Magic?