A shared, cross-brand design system that provide a cohesive foundation across multiple brand ecosystems

The goal was to create a flexible framework that could adapt to the unique identity and requirements of each brand while ensuring consistency, scalability, and efficiency across digital platforms. By applying the principles of atomic design, incorporating a dynamic token system, and emphasizing user experience, the design system was crafted to maintain the individuality of each brand while offering a unified and efficient structure.

Client

De'longhi

Support

UX/UI

Project Overview and Objectives

The objective was to design and implement a shared, cross-brand design system that would serve as a cohesive foundation across three major brand ecosystems: Kenwood, De'Longhi, and NutriBullet. These brands, each with their own distinct identity and target audience, required a design system that could harmonize their individual needs while maintaining a unified approach to digital and visual design. The challenge was to create a system flexible enough to adapt to the unique guidelines of each brand, while ensuring consistency, scalability, and efficiency across all three ecosystems.

Laying the Foundations - Atomic Design Principles

To achieve this goal, the development began with a strong foundation based on the principles of atomic design, a methodology that emphasizes a modular approach. Starting at the atomic level, foundational elements such as colors, typography, and grid systems were created, forming the core of the design system. 

Building the System - Molecular Design and Tokens

Next, the project moved to the molecular level, where more complex design patterns—referred to as "molecules"—were created to represent reusable UI components such as buttons, input fields, cards, and other interactive elements. These components were designed with flexibility in mind, ensuring they could be easily customized to fit the unique needs of each brand, without losing their underlying consistency. To further enhance flexibility, a system of variables and tokens was implemented, allowing for a structured yet adaptable foundation.

This system enabled seamless customization and ensured design consistency while making it easier to maintain and scale the design system across different brands and platforms.

Examples of Cross-Brand Components

User Experience and Long-Term Adaptability

Detailed user flows, mapping every interaction and scenario for the new layouts: This approach ensured a visually cohesive, user-centered, and intuitive design system, anticipating potential challenges and providing a seamless experience across all brand ecosystems.ystems.

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