PRODUCT DESIGNS

EXPRESSIONS

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

Render - Briza Plus Ceiling Fan in an Imaginary Context

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

PROJECT INFO

Project launch date

Q2, 2025

Project Page

www.standardelectricals.com/briza-fan

Design Registration number

407883-001/ 447643-001

Product Category

Mass Premium lifestyle

TG Details

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

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

RESEARCH

SKIP RESEARCH

Skip to the Final design.

BUSINESS INTENT

BUSINESS INTENT

"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

STANDARD Electricals wanted to launched a slim-motor fan series at...Read More
STANDARD Electricals wanted to launched a slim-motor fan series at variable price ranges with a...Read More
STANDARD Electricals wanted to launched a slim-motor fan series at...Read More
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.

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.

RESEARCH HIGHLIGHTS

RESEARCH HIGHLIGHTS

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.​

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

OBSERVATION 1

Indian customers make a decision within in 2–5 minutes based on price, features, shape and color - Purchasing Behavior.

70% of shops have no Ceiling fans on display.

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.

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

People view 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.

ISSUES

ISSUES

Gaps in ceiling fans, to be addressed.

Similar

Limited

Differentiation

Mismatched

Semantics

Partial physical

Displays

Lacks Visual

Harmony

Abrupt

Series DNA

LEDs

Utilitarian

UI Panels

OPPORTUNITIES

List of Novelties based on research.

Relatable
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 Concepts

Exploration of three design languages for a slim fan series, balancing aesthetic "pendant lamp" cues with functional requirements.

Briza - Concept 1

Concept 1

Futuristic fluting and split blades with metallic canopy accents for a premium, dynamic feel.

Briza - Concept 2

Concept 2

Organic curvature inspired by ceramic jars, designed to evoke the soft glow of a lantern with petal-shaped lighting.

Briza - Concept 3
Selected Concept*

Concept 3

A "Pearl" inspired narrative where the housing acts as a podium; rounded blades provide a weightless aesthetic to the dense assembly.

02

DESIGN

VIEW RESEARCH

Back to Research and Ideation sections.

DESIGN DETAILING

I developed a three-tier fan series sharing a singular design DNA. By tailoring the technical specifications and internal components for each version, I ensured the collection met the client's requirements for a "good-better-best" market strategy while maintaining consistent visual excellence across the entire range.

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

BASE MODEL

PLUS MODEL

PRO MODEL

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 MODEL

PLUS MODEL

PRO MODEL

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.

Stripes Patterns

Stripes Patterns

Leaf Patterns

Leaf Patterns

Dot Patterns

Dot Patterns

SWITCH ON / OFF

Opening animation cycling through all 5 speeds

CHANGE SPEED

Unobtrusively switching speeds in Harmony.

REVERSE MODE

Logical Animation signaling reversed running state.

ERROR CODE

When the fault arrises, it warns promptly.

SWITCH ON / OFF

Opening animation cycling through all 5 speeds

REVERSE MODE

Logical Animation signaling reversed running state.

CHANGE SPEED

Unobtrusively switching speeds in Harmony.

ERROR CODE

When the fault arrises, it warns promptly.

SWITCH ON / OFF

Opening animation cycling through all 5 speeds

CHANGE SPEED

Unobtrusively switching speeds in Harmony.

REVERSE MODE

Logical Animation signaling reversed running state.

ERROR CODE

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

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

Collaborated with the engineering team to bring Concept 3 to life. This process required solving for:


  1. Motor Feasibility: Prototyping around standard motor dimensions.

  2. Air Delivery: Optimizing rounded blades for better performance.

  3. UI Housing: Correcting panel warpage to maintain aesthetic standards.

N0 - N10 Prototypes

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.

PRODUCT IMPACT

Following it’s Q2 2025 launch,

Briza Ceiling fans saw significant market traction, with base model sales exceeding initial projections by 40% within the first five months. Data synthesized from the marketing team indicates that this commercial success was driven primarily by the product’s design language and curated color options.

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Product Designs
Curated display of launched products and speculative product ideas, which are open to discussions.
Expressions
A curated showcasing of animations and Product renders.

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Justin B Sabu

INDUSTRIAL DESIGNER

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©2025 | Thanks for visiting www.jaysfolio.com

Get to know

About me
Message

Links

Product Designs
Curated display of launched products and speculative product ideas, which are open to discussions.
Expressions
A curated showcasing of animations and Product renders.

Justin B Sabu

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

Get to know

About me
Message

Links

Product Designs
Curated display of launched products and speculative product ideas, which are open to discussions.
Expressions
A curated showcasing of animations and Product renders.

Justin B Sabu

INDUSTRIAL DESIGNER

PDF RESUME

PDF PORTFOLIO

©2025 | Thanks for visiting www.jaysfolio.com