PINOKI is the exclusive ion technology developed by Acerpure - the home appliance brand of acer- featuring an affordable but reliable technology simulating the natural environment.
Inspired by the pure air of the forest, the brand design embodies a harmonious blend of innovation and everyday living, shifting away from the sterile perception of traditional ion tech.
In this project, I led the branding strategy from ground up: competitive research, naming, visual identity development, visual system guidance, and website design, creating a system that balances scientific trust with everyday emotional appeal.
CONTRIBUTION
Branding
Market Research
Animation
3D Visualization
TIME
Dec 2023 - Mar 2025
CLIENT
Acerpure
Client Brief
As Acerpure branched out from Acer, the team sought to establish its proprietary ion technology under a distinct yet familiar identity. The client aimed to build emotional resonance through a lifestyle- and nature-inspired tone while maintaining a credible link to Acer’s tech heritage.
Market Research
I researched renowned home appliance brands, focusing on their proprietary ion technology and product range. This included analyzing branding strategies like naming, visual identity, and customer perception.
Using a 2x2 matrix, I identified an optimal positioning for Acerpure's ion technology — the intersection of cozy lifestyle and high-end technology, emphasizing affordability, trust, and a relatable image.
Process
After presenting the competitive analysis, we facilitated a workshop with the Acerpure Marketing and Product Management teams to brainstorm keywords and identify what sets Acerpure's technology apart from other brands. Using a mind map, we explored ideas collaboratively. I then synthesized the insights into a Venn diagram, visualizing the unique concerns from each team’s perspective and highlighting their intersections.
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Strategy
As a Taiwan-based brand, we aimed to incorporate an exclusive local identity into the naming as part of our branding strategy. Taiwan’s rich natural resources became a central focus of the branding direction.
Additionally, the unique lifestyle in Taiwan—characterized by compact living spaces, proximity of stores to residential areas, humid weather, and bustling work culture—highlights the expertise of Acerpure for providing affordable natural air purification solutions for households.
Naming Development
Pinoki came from "Pure" + "Hinoki" (Cypress Tree in Japanese) - Hinoki is famous for its refreshing scent that eases the mind. It is also a well-known species in Alishan, home to one of the most beautiful forests in Taiwan.
Trademark Design
In addition, the playful pronunciation integrates with the symbol of clean, sparkling ions, creating a touch of liveliness within high-tech.
I also created the sizing guideline between the brand (acerpure) and the technology/product line (pinoki) to provide a better visual hierarchy for both digital and physical touchpoints.
Logo Ideation
While the name leans towards an poetic appeal, the client desired a logo that also conveyed a sense of high-end technology. Drawing inspiration from Japanese minimalism, I conducted three rounds of iterative design, working collaboratively to refine and capture their ideal vision.
Ideation 1: focusing on natrual, Japanese style image
Ideation 2: increased sense of 'high-tech', adding scientific-like symbols
Ideation 3: blending more emphasis on the 'embedded ion' thechnology
Application Guidelines
In addition to digital assets, I strived to ensure a cohesive 360-degree experience across all touchpoints, including physical products. To achieve this, I developed application guidelines and created mockups, enabling the Product Management team to seamlessly implement the branding design across various products and color schemes.
Website Experience
I also led the PINOKI official website design that highlights both the emotional and technological narratives of Acerpure’s ion technology. Starting with a lifestyle-driven storytelling approach, the site guides users through the brand’s vision. Meanwhile, complex scientific concepts are distilled into simple, user-friendly expressions to maintain clarity and trust.
First Launch
This project went beyond the concept phase — the PINOKI system officially launched with a product in May 2025.
