Soul Memphis
HOW TO CREATE A MEDIA IMPACT IN BRAND IMAGE THROUGH DESIGN
Design Culture & Aesthetic Innovation
Soul Memphis is a special edition of the Soul Citrus juicer, created as a tribute to the Memphis design movement—known for its bold color, geometric abstraction, and joyful defiance of modernist austerity. As Chief Innovation Officer, I led this limited-edition release as a way to explore how cultural references and visual disruption can increase product visibility and brand perception in lifestyle-oriented markets.
From Product to Cultural Object
The challenge was to reinterpret the expressive language of Memphis Milano within an industrial product. We reimagined surface graphics, color schemes, and component contrasts without altering core functionality. This required close collaboration between design, production, and brand teams to ensure consistency and manufacturability while remaining true to the spirit of Memphis.
Brand Narrative
Beyond its function as a juicer, Soul Memphis served as a design statement—positioning the product as a bold, iconic presence in hospitality or retail settings. This edition illustrates how visual storytelling and cultural borrowing can elevate an existing product platform, generate new customer interest, and reinforce the brand’s image as a design-driven innovator.