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Trim Hero Image 1 - In Desert
Trim Hero Image 1 - In Desert

Blender Cycles render. Post processed in Photomator and Adobe Photoshop.

I crafted a slim ceiling fan series for compact Indian homes, tailored through Budget to Premium variants with distinct features, forms and user experiences.
I crafted a slim ceiling fan series for compact Indian homes, tailored through Budget to Premium variants with distinct features, forms and user experiences.
I crafted a slim ceiling fan series for compact Indian homes, tailored through Budget to Premium variants with distinct features, forms and user experiences.

#Product Segmentation

#First-to-Market Features

#Interactive Panel User Experience

PROJECT INFO

Project launch date

Q2, 2025

Design Registration number

407883-001/ 447643-001

TG Details

Tier 1, Tier 2, Tier 3 Cities and Rural customers in the Indian Sub-Continent

Product Category

Mass Premium lifestyle

Price Range

₹3,000/- to ₹7,000/-

(approx. $34-$80)

Sales insight

Briza Base edition sold 5000 units in 2 months - a great sale in fan segment.

01

DESIGN
PROCESS

DESIGN PROCESS

SKIP RESEARCH

SKIP RESEARCH

Skip "Research" and jump straight onto final design and comparison.

Skip "Research" and jump straight onto final design and comparison.

"Design a slim ceiling fan for all price segments."
"Design a slim ceiling fan for all price segments."

-STANDARD FAN MARKETING TEAM

-STANDARD FAN MARKETING TEAM

BUSINESS INTENT

BUSINESS INTENT

STANDARD Electricals launched Briza CF, a slim-motor fan series in three editions (Budget, Premium, Ultra), targeting diverse price segments with a unified design language. The strategic launch in Q2 2025 drove strong sales, expanded market reach, and reinforced STANDARD's competitive position. By offering premium features at varied price points, Briza CF successfully broadened STANDARD's market presence and diversified profit margins.

CONSTRAINTS

STANDARD electricals was 5 years late into the "Slim Fan" game. Several constrains were put forwards to keep a check on the price and maximize profit.

Fixed Motor Dimentions

Engineering fixed the motor diameter, predetermining housing dimensions and limiting form changes, as modifications risked added costs and reduced profitability.

Powder Coated Finishes only

Mandatory use of preset powder-coated colors reduced BOM cost and lead time, while restricting form choices to align with CMF constraints.

Maximum 5 LEDs for UI Panel

As a cost-sensitive project, minimal resources were used to maximize profit, adversely impacting planned animations and interactive features.

Three Blades 1200mm Sweep

The design was restricted by a fixed 1200mm wingspan and mandatory three blades, limiting flexibility and further form exploration.

Common Parts

Briza, a three-fan series, commonized parts across models to ensure uniformity, cut costs, reduce lead time, and streamline assembly.

A Blender cycles rendition of Briza Premium fan design in a imaginary context - based on N10 production sample, which was developed at HAVELLS India LTD.
A Blender cycles rendition of Briza Premium fan design in a imaginary context - based on N10 production sample, which was developed at HAVELLS India LTD.
A Blender cycles rendition of Briza Premium fan design in a imaginary context - based on N10 production sample, which was developed at HAVELLS India LTD.

RESEARCH
HIGHLIGHTS

(Brief Summary)

RESEARCH HIGHLIGHTS

(Brief Summary)

RESEARCH HIGHLIGHTS

(Brief Summary)

I started with desktop research and market visit to understand the slim fan market landscape in India.

MARKET SPECTRUM OF INDIAN BLDC MOTOR CEILING FANS
(Q2,2023)

MARKET SPECTRUM OF INDIAN BLDC MOTOR CEILING FANS (Q2,2023)

Comparison of different slim motor fans along an axis - from Petite to Thick.

A staggering number of BLDC fans are not essentially slim in profile. In fact, in Indian markets, surface area of Bottom cover tends to increase from model and pricing.​

OBSERVATION 1

The Purchasing Behavior of Indian CF customers is such that they makes a decision based on price, features, shape and color in 2–5 minutes

70% of shops have no Ceiling fans on display.

(Electrical shops, Departmental shops and Whole sale shops)

30% of shops have partial fan on display.

(Brand Showrooms and exclusive showrooms)

70% of shops have no Ceiling fans on display.

(Electrical shops, Departmental shops and Whole sale shops)

30% of shops have partial fan on display.

(Brand Showrooms and exclusive showrooms)

OBSERVATION 2

I noticed that people notice certain parts more prominently as compared to the whole ceiling fan.

60%

Motor Housing

60%

Motor Housing

30%

Blades

30%

Blades

30%

Blades

10%

Canopies

10%

Canopies

OBSERVATION 3

Visual Distinction through familiar products (pendant lamps) helps grab instant attention.

1

1

1

Budget

segment


Ultra Slim

Cost-effective

Trendy

2

2

2

Midrange

segment


Visually heavier

Lighting

Additional decor

3

3

3

Design

Direction


Slim Chassis

Bold Base

Lighting/decor

OPPORTUNITIES

List of Novelties based on research.

Relatable
Product Semantics

Lower
Visual Load

Scalable
Design

Expressive
UI Panel

DESIGN IDEATION

I started my ideation with the intention of shifting slim fan morphology from a utilitarian 3 blade device to that of a pendant lamp.

A staggering number of BLDC fans are not essentially slim in profile. In fact, in Indian markets, surface area of Bottom cover tends to increase from model and pricing.​

DESIGN
DIRECTIONS

DESIGN DIRECTIONS

DESIGN DIRECTIONS

Concepts in 3D.

I created 3 distinct directions for the slim fan series with the necessities checklist and "Pendent Lamp" resemblance.

Briza - Concept 1
Briza - Concept 1
Briza - Concept 1

Concept 1

With this concept, I builded upon the pendant lamp idea with a futuristic twist. I added vertical flutes along the motor housing length to inspire dynamism, which I balanced with split style blades. Finally, the bottom panel as well as top canopy has metallic accents for an elegant premium feel.

Concept 2

This design direction was inspired from jars with a soft curvature to the motor housing and blades. The intention was to create a soothing lantern feel which was balanced with petal indication lights.

Briza - Concept 2
Briza - Concept 2
Briza - Concept 2
Briza - Concept 3
Briza - Concept 3
Briza - Concept 3
Selected Concept*

Concept 3

This design was inspired from Pearls. The top canopy embodies this idea while the motor housing acts as a podium. The rounded blades completes this narrative with rounded tips, adding a "feather light" feeling to a dense product.

02

FINAL
DESIGN

FINAL DESIGN

VIEW RESEARCH

VIEW RESEARCH

Skipped too far? Go back to Research and Ideation sections.

Skipped too far? Go back to Research and Ideation sections.

DESIGN DETAILING

Concept 3 got the most votes from my peers and "STANDARD" team. I detailed out the different versions of it.

Concept 3 got the most votes from my peers and "STANDARD" team. I detailed out different versions of it.

BASE

PLUS

PRO

The Base model suits all scenarios with its sleek form and core performance. The rounded canopy adds a sense of sophistication. A simple design for every day and everyone.

BASE

PLUS

PRO

The Base model suits all scenarios with its sleek form and core performance. The rounded canopy adds a sense of sophistication. A simple design for every day and everyone.

BASE

PLUS

PRO

The Base model suits all scenarios with its sleek form and core performance. The rounded canopy adds a sense of sophistication. A simple design for every day and everyone.

INTERACTION

Introducing a dynamic interaction panel to make Briza Plus enjoyable and stand out from the crowd.

Initial Concept for UI Panel with 3LEDs on each Indication. Currently, only 1 LED each, with rolling animation.

Stripes Patterns

Leaf Patterns

Dot Patterns

SWITCHING ON AND OFF

SWITCHING ON AND OFF

Opening animation cycling through all 5 speeds

Opening animation cycling through all 5 speeds

REVERSE
MODE

REVERSE MODE

Logical Animation signaling reversed running state.

Logical Animation signaling reversed running state.

SPEED
CHANGE

SPEED CHANGE

Unobtrusively switching speeds in Harmony.

Unobtrusively switching speeds in Harmony.

ERROR
CODE

ERROR CODE

When the fault arrises, it warns promptly.

When the fault arrises, it warns promptly.

AESTHETIC
PROTOTYPING

I developed an aesthetic prototype of Concept 3 - coordinated with design engineers and vendors to achieve best results. This helped in understanding the design as a tangible entity.

Initial Concept for UI Panel with 3LEDs on each Indication. Currently, only 1 LED each, with rolling animation.

USER TESTING

USER TESTING

I made a mockup of concept 3 to verify the proportions as well as the general opinion regarding the form from peers.

Discussion with different stake holders and team members yield wisdom on how to make the project happen avoiding any roadblocks as well as understand any nuances such as Air Delivery, BLDC Motor mechanism, etc.

PROTOTYPE

I helped develop the concept 3 for which I got help from engineering team to make working prototype. Following were the challenges:

1. "Slim motor" was not feasible yet.

2. Low "Air Delivery" on rounded blade.

3. "UI Panel" was warpining.

Concept 3 got the most votes from my peers and "STANDARD" team. I detailed out different versions of it.

T0 Prototype

Achieving the UI panel brightness as well as centering the graphic for the base model through pad printing was a struggle due to vendor limitations.

N0 Prototype

The UI panel was warping due to the sleek concave curvature, which was a struggle for our vendor. This part had to be redesigned.

Reduced light output due to thinning limitations

Bottom panel with warpage due to rapid material cooling at certain zones

Switched bottom panel to a black tinted PP material to overcome the challanges.

N10 Prototype

Several parts had to be redone to reduce to meet target pricing. The engineering team helped with this feat.

PRODUCT IMPACT

I was curious to know the effect of this design in the market, so I assimilated the sales data from the marketing team.

Briza have seen a successful launch and followup from the customers in the first 5 months of its launch in Q2, 2025. They have sold about 40% more than their expected sales with the base model, which STANDARD marketing team credit to the design and color options of Briza.

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Justin B Sabu

INDUSTRIAL DESIGNER
Thanks for visiting www.jaysfolio.com
©2025

Information

About me
Making JAYSFOLIO
Email me

Explore More

Commercial Projects
Launched products as well as projects that are in developments.
Personal Projects
Speculative product ideas which are open to discussions.

Justin B Sabu

INDUSTRIAL DESIGNER
Thanks for visiting www.jaysfolio.com
©2025

Information

About me
Making JAYSFOLIO
Email me

Explore More

Commercial Projects
Launched products as well as projects that are in developments.
Personal Projects
Speculative product ideas which are open to discussions.

Justin B Sabu

INDUSTRIAL DESIGNER
Thanks for visiting www.jaysfolio.com
©2025