Pureit wanted us to redesign the Eco range for a more impactful presence in the homes. The Eco Elite 2X RO is a home water purifier. It treats tap water through RO, UV, MF and alkaline filtration and holds it in a tank for daily use. People use it many times a day and see it every time they walk into the kitchen. The Eco Water Saver carried a style that needed a refresh and the brand had since launched Revito as a minimal modern appliance.

The design work went into imagining a new presence for this purifier with a new interface. The team asked how a water purifier could sit well in a modern urban kitchen and how the smallest design change could give the largest difference.

Following our proprietary Look, Listen, Live approach, the team looked at purifiers in homes and showrooms. Competing products spent their effort on loud styling and lost it on fit and finish.

The new identity and presence of the product is clean matte black and a modern interface strip that carries simple icons in white light and breaks the bulk of the body so the unit reads slimmer. The icons show tank level and service status. A vertical high gloss interface panel represents a flowing stream and crystal clear water. An inverted V under the tap takes its cue from the delta of a river.

Two directions were explored. The first took the river delta and crystalline water as the starting point for a feature led interface. The second refined the original form toward minimal aesthetics with only a subtle trace of the gesture of joined hands, a gesture traditionally accompanied by water to welcome guests in India. The final product holds both lines in one calm and resolved form.

The transformation from a busy product to a modern visual language in sync with the brand portfolio commanding a stronger presence. Black syncs with the more modern stronger consumer appliances presence in the market as the preference evolve towards a refined presence launched by our own design for the Urban Company Native range.

Ergonomics began with the moment the hand meets the product, which is every fill. The lever and the tap cover were drawn for this purifier with no stock parts. Together they close the tap area into one clean surface that wipes down easily and sits in the same language as the face. The space around the tap was considered for filling bottles and vessels. Taking water becomes a little more deliberate and a little more elegant.

Service

The tap lever was engineered with service in mind. Pressing two buttons and unhooking the front releases the panel. The tank stays full and the tap stays on. On the earlier product a service meant emptying the tank and removing the tap first.

A purifier is opened for filter changes through its life. The front panel releases with two buttons. The tank stays full and the tap stays on. On the earlier product a service meant emptying the tank and removing the tap first.

On the shelf

On a retail shelf a purifier competes on features and on price. The darker front was chosen to lift the Eco range from the lower rows to eye level and to keep it relevant and present.

The Pureit Eco Elite 2X RO is sold by Pureit and on Amazon.in.

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