Successful development and an aligned brand DNA across product lines helped the company jump out of the competition.
We created a two-pronged approach: innovating the machines to add more differentiation in Asia’s saturated market, while at the same time moving the company into the ranks of globally-recognized brands with a 360-degree brand experience.
Getting to the bottom of the stitch
For three months, our UX experts and designers visited factories, tested machines, and uncovered insights at all levels of the business by talking to marketing, engineering, dealers, and buyers.
Reinventing the machine and its product language
To play into bond with the user, we began to incorporate animal-like features that would help further enhance the connection to the machine’s personality and the experience of working with it. In JACK’s case, we selected eagle-like attributes — including quickness, strength, and dexterity.
"TEAMS has planted a unique gene into JACK sewing machines, giving the brand a new language that resonates with consumers."
Jixiang Ruan, President JACK Sewing Machine China.
