Work 2023-12-04
Loog is a company that develops, produces, and markets musical instruments and accessories for children and beginners, aiming to make music more straightforward and fun. Loog was created in 2010 and has managed to consolidate its position as a market leader with global reach and recognition thanks to the brand’s unique imprint in terms of quality and design.
We started working with Loog in 2012 to enhance existing models and design new products to meet the brand’s expectations. We provide the company with a full service, supporting them in every stage of the creative and productive process, from the first sketches to the connection with suppliers. In 2023, we celebrate ten years of collaboration with two significant launches that have been critical to the company’s growth.
These projects share a fundamental aspect: a close relationship with the brand and a deep understanding of its operations, challenges, and expectations.
Fender by Loog
Fender is the most recognized brand of electric guitars worldwide for its role in creating and expanding the instrument and its permanence and validity over time. Loog had a seemingly unattainable dream: to collaborate with Fender. However, as in other opportunities, Loog has been successful. This collaboration materialized with two new electric guitars that reinterpreted the iconic Telecaster and Stratocaster models, making them more accessible and easier to play.
We worked on the model’s industrial design and faced the challenge of translating the DNA of two popular products into Loog’s design language and simplifying their functional aspects. The process involved extensive prototyping and factory samples to ensure that every detail was perfect to secure Fender’s final approval. All the suppliers were closely supervised in the manufacturing stages, and details were finalized efficiently and quickly. In preparation for the launch, we created digital visualization materials for web and packaging use and the teaser campaign on social media.
Loog, Fender, and Proyector: a search between tradition and innovation.
Loog Piano
Developing Loog’s first stringless instrument involved many initiatives and developments in the last few years. The decision regarding the type of product and the right time to launch it was carefully analyzed. This 2023 finally marked the launch of Loog Piano, a small digital keyboard with unique aesthetic, functional, and musical features. The product was launched through a highly successful Kickstarter campaign where the company managed to raise over USD 900,000 and thus make the product a reality.
The project began by defining the product’s functional characteristics—the number and width of the keys—and the sound and functional characteristics. From that point on, multiple conceptual lines were addressed until one was finally chosen for development. The alternative developed stands out for its simplicity, charm and familiarity. The product—achieved through a refined balance of materials and colors—fits naturally within the brand’s other products. After validating the design, we proceeded with prototyping development and documentation, maintaining constant communication with the brand’s manufacturing partners in China throughout the process. Finally, digital visualization materials were created to promote the product launch and the crowdfunding campaign. Photorealistic renderings and multiple animations were made to bring the design to life. They were a fundamental part of the visual resources used.
Loog Piano in development: Joaquín Uribe (Proyector) and Rafael Atijas (Loog)
As in all the projects developed for Loog over the years, a close relationship with the brand and a deep understanding of its operations, challenges and expectations have been critical. We are very proud and satisfied to have achieved and maintained such a bond of trust and support over many years and look forward to strengthening our relationship with future challenges and successes.