The design of the Singer project was the result of extensive Brand Gene Research.
We traced origins of modern Singer brand design back to a very distinctive design, Singer’s first electronic machine called the Athena 2000 from 1975, and created a new design that would revitalise the flagging brand by reconnecting their design with their past. At the same time, the project aimed to reposition our OEM client as an ODM service supplier to this global brand.
Based on existing sub-chassis’ we created a series of machines from a basic model to a computer model, shown here. All have large storage capacity big enough to store the foot pedal and long items such as scissors, and all have top cover that discretely covers the spool and the threading route.
The new brand design retained the character of the original Athena with its combination of unusual angles and curves while being completely modern in appearance.