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pq by Ron Arad


Ron Arad’s international reputation as an industrial designer is second to none. We realised quickly that our pace of collaboration would be fast; our designs and approaches had to be adaptable to the brand’s changing international market goals.

We worked closely with the pq core team, a consultant strategist and the Ron Arad Studio to restructure the brand as pq by Ron Arad.

Creating the brand style guide and new pq brand manifesto, the voice and vision of the new pq by Ron Arad brand was expressed. ‘Antiordinary’ became the brand currency; it succinctly captures everything about the approach and end product. Always seeking to pioneer the new and different, the pq D-Frame range is being created using cutting edge 3D printing technology.

We are currently implementing the brand onto the new website, corporate literature, frames, product packaging, marketing materials, retail point of sale, as well as trade booth brand design. Working alongside both pq and Ron Arad studio as the design partner.

Project Scope

Identity, styleguide, packaging, website, touchscreen, marketing materials, trade booth branding, brand implementation

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Ron Arad studio

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“Ron Arad, the designer/architect is one of the most picky guys on earth. We saw maybe 20 different companies before Ron selected Planning Unit as the company to work alongside. He was absolutely right, kind people, professionals.”
Assaf Raviv, CEO, pq by Ron Arad