“Squish” is a housewares brand we developed from scratch for our long-time client, Robinson Home Products. The line is based around a core group of space-saving collapsible items. With its colorful palette, hi-gloss finish, flowing shapes and whimsical details the Squish line is generating a lot of excitement amongst major retailers. But we’re sure the sturdy construction and well-thought out features will appeal to consumers just as much.

All of the products are flexible enough to be easily collapsible, yet rigid enough to be self-supporting without the need for awkward legs. They all have non-slip  bottoms and generous wide rims and handles to make them a pleasure to use.

The design language for the line is based upon an unusual transition from circular bottoms to oval rims, which is coupled with details like drainage hole patterns that echo the flow of water down a sink and elegant pour spouts and integrated handles. These details give the products a feeling of lightness and motion.

Prime Studio was responsible for all stages of the development of the line.

We initially conducted research into competitive products and identified the areas of opportunity in the market. Next we developed the overall brand personality by means of mood boards and color palettes before moving into the product design and development.

We also generated the name for the brand and the logo design.

Finally we developed the packaging design and produced all of the marketing materials for the launch of the line at the 2012 International Housewares Show.

The line was awarded both a 2012 American Graphic Design award and a 2012 Good Design award.