Making innovation look as good as it sounds
Already successful as a manufacturer of small domestic appliances, Morphy Richards wanted to broaden its product portfolio with a move into the European audio market. The company invited PDD to help design a radio capable of delivering FM quality sound across AM reach, using Digital Radio Mondiale (DRM) – the international short wave radio standard.
To raise the brand profile of Morphy Richards in this new market, PDD and the in-house audio team set out to create a radio that looked as good as it sounded. PDD’s initial concepts explored the trade-off between the product’s size, configuration and construction and its sound quality, portability and appearance. The design team used CAD and iterative technical and visual refinements – involving rig building and testing – to build a radio with rich internal volume and visual appeal.
Driven by functionality and with a restrained use of detailing, the design of this audio device echoes the progressive but familiar nature of DRM technology itself. The design also conveys the superior acoustic performance that listeners can enjoy and expresses the high quality radio service on offer.
By bringing fresh design ideas and an external perspective to the project, PDD helped Morphy Richards to create the DRM radio that European audio enthusiasts demanded.