Champions of Design
Case studies
Dualit
How many toasters do you go through before you buy a Dualit? In a disposable world, it represents something reassuringly durable. The industrial look, the lever-load mechanism and the whirring mechanical timer all give you the feeling that it is built to last.
This is the first lesson that Dualit teaches us: that a hefty and mechanical design can convince us on quality. As appliances go, the toaster is certainly at the more basic end of the spectrum, and Dualit celebrates that. Its uncomplicated but robust design is the basis upon which our trust is built.
Seeing the toasters working tirelessly in cafés only confirms our belief in the brand. The visible screws also make you think that, should it break, you could take it apart, tinker around a bit and get it going again.
Dualit also provides a textbook example of how to achieve the classic retro look. Curved shoulders, stainless steel and simple dials speak the design language of a different time - it would be completely at home in a 1950’s American roadside diner. The broader portfolio has built upon this style and, as a true design leader, Dualit has paved the way to make the retro-robust look commonplace in stylish kitchen gadgets.
Lastly, Dualit demonstrates that original design can support a significant price premium, even in the long term. It offers substance as a style statement, and we will willingly pay more when we know that other toasters will burn out, while a Dualit will keep ticking.
