10.or Smartphones
10.or pronounced Tenor, a high-performance smartphone that offers disruptive pricing and features and specifications that live up to its promise. The task was to create the brand identity, packaging and experience to launch it in India.
Logo & brand identity
Target audience: Age 18 to late 20s, first jobbers looking for high specifications with budget
Competitor: Xiaomi, Oneplus, Oppo
The name and it’s meaning: The name 10.or comes from ‘tenor’. It is the course of thought, the meaning or the substance of something. It signifies steadfast improvement and ties in with the brand philosophy of ‘charting your own path’ because the will in that person to constantly improve his/her 10.or.
We choose to write 10.or with binary numbers as these are at the core of mathematics and technology.
Tenor Personality: 10.or is a smartphone for the person who knows his/her tenor. The one who seeks to choose with an informed mind and prefers the solidity of substance versus the hollowness of noise.
Logo form: The logo is created using lines and circles forming the binary digits i.e. 1 and 0. This represents the twists, turns and constant movement of the finite and infinite. It is the start, the finish and the path to charting one’s own course.
Logo form explorations
Final refined form
Final form explorations
The competition
A comparative study was done during the design process.
Brand placement
Color palette trends
10.or colors
The 10.or yellow was chosen for its intellect, clarity, warmth and optimism. It is a colour that is friendly and very visible in the competitive market. To balance, 10.or blue was chosen for its trust, authenticity and elegance. Together they connote a brand that is trusted and warm.
Iconography
Elements used from the logo to form various visual elements that will help identify the brand. These elements were used in marketing campaigns through social media and marketing ads.
Product Key Visuals
After deciding the brand identity, the next most important task was to create unique key visuals for the smartphones. For example, the tenor series is named 10.or G, 10.or D and 10.or E based on musical notes. Each model needed its own key visual identity to be recognisable and differentiate from the other models.
10.or Website design
Phase 1 (Teaser) : We couldn’t show the product in the pre-launch stage, but we had to create a buzz and curiosity about the upcoming smartphone on Amazon. The main goal was to let the consumers know of the brand Tenor and create familiarity when the actual product gets launched. So we decided to have visuals that would create mystery and interest. Also, with the correct copy, we wanted to give people a hint of the brand philosophy and without giving away details of the product.
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Glimpses from 10.or Teaser webpage
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10.or Teaser Product Video
Phase 2 (Pre-Sale) : Phase 2 was after the teaser and before the actual sale of the product. This phase was when we revealed all the product details, and the single-page website transformed into a microsite for the Tenor brand. Here, the main goal was to provide all the information a customer would like to know about the product and highlight the product's best features like camera, prices, resolution, memory, etc. The other main aim was to let people know of the flash sale event date and time. We got audience flow from both sides - Amazon to 10or.com and vice versa.
Phase 3 (Flash Sale) : Addition of shop button. Sale event on Amazon.in
The impact
10.or D smartphone received over 300,000 registrations after its announcement and sold out under a minute during its first sale.
Tenor is my first trademarked logo. The branding and packaging were appreciated by the consumers as well as by the Amazon team.
I got to collaborate with various teams & people within and outside Amazon. I gained considerable exposure while working on this project, which led me to present my work to the Amazon India leadership team.
