The challenge

The consumer electronics sector is highly competitive, with fierce competition between brands. New products are increasingly innovative, of higher quality, and being released evermore often. BQ therefore asked Mormedi to improve the perceived quality of their products and enhance their brand image.

Mormedi sought to create a product strategy and design a brand language with the right balance between the functional and the emotional, and that reflected the brand values of purity, experience, and quality.

Our approach

Mormedi helped BQ define a new strategy so that the company could compete effectively. We collaborated to define brand values, goals, and market positioning, within the context of consumer perception, capabilities, user needs, and market trends (colours, materials, and finishes). 

The product design phase included volumetric studies to improve the ergonomics and achieve a unique design. Mormedi oversaw production in-situ at the factories to ensure a high-level of production quality.

Mormedi designed a product range that stood out due to its simplicity, robustness, and uniquely recognisable features. With the noticeable step-change in the quality of the materials and finishes of their devices, BQ’s brand perception improved markedly, leading sales to leap from 500,000 units/year to 1.5 million, becoming the best selling smartphone in Spain by August 2014.