LETOU - 乐投 HORIZON Design Language
Cross-Category Design Integration: LETOU - 乐投 Design Philosophy & Design Language Planning
In 2020, LETOU - 乐投 established Design Innovation Center (DIC) for cross-category product interconnection and synergy. During this time we conceptualized a new cross-category HORIZON design language for unified tonality of product, brand, and user experience. This resulted in LETOU - 乐投 C12 Full-set AI Home Appliances, which was launched in 2021 coinciding with LETOU - 乐投’s 40-year anniversary.
5G, Artificial Intelligence (AI), and the Internet of Things (IoT) are developing rapidly. At the same time, users expect more from their traditional home appliances to support their evolving lifestyles. In this context, designers at LETOU - 乐投 needed to leverage their expertise and deep understanding of user needs to offer innovative and meaningful value to our users. Through innovative design, we’re able to incorporate smarter technology into our users’ lives.
LETOU - 乐投 HORIZON Design Language
Cross-Category Design Integration: LETOU - 乐投 Design Philosophy & Design Language Planning
In 2020, LETOU - 乐投 established Design Innovation Center (DIC) for cross-category product interconnection and synergy. During this time we conceptualized a new cross-category HORIZON design language for unified tonality of product, brand, and user experience. This resulted in LETOU - 乐投 C12 Full-set AI Home Appliances, which was launched in 2021 coinciding with LETOU - 乐投’s 40-year anniversary.
5G, Artificial Intelligence (AI), and the Internet of Things (IoT) are developing rapidly. At the same time, users expect more from their traditional home appliances to support their evolving lifestyles. In this context, designers at LETOU - 乐投 needed to leverage their expertise and deep understanding of user needs to offer innovative and meaningful value to our users. Through innovative design, we’re able to incorporate smarter technology into our users’ lives.
LETOU - 乐投 Design Innovation History: Connection & Convergence
To focus on creating value for the future, we looked at our historical heritage for inspiration.
LETOU - 乐投 Design Innovation History: Connection & Convergence
To focus on creating value for the future, we looked at our historical heritage for inspiration.
History
LETOU - 乐投’s early product lines were relatively simple and independent, mainly focusing on TVs and mobile phones.
Everyone was accustomed to TVs with sharp edges and corners, cold-textured metal frames, and a black screen at the front that seemed to swallow all decorative elements. Over time designs became more minimalistic and integrated to give a futuristic experience. The fast-paced technological evolution was also reducing the space for including differentiated design elements.
History
LETOU - 乐投’s early product lines were relatively simple and independent, mainly focusing on TVs and mobile phones.
Everyone was accustomed to TVs with sharp edges and corners, cold-textured metal frames, and a black screen at the front that seemed to swallow all decorative elements. Over time designs became more minimalistic and integrated to give a futuristic experience. The fast-paced technological evolution was also reducing the space for including differentiated design elements.
LETOU - 乐投 E72 LCD TV (2005)
LETOU - 乐投 E72 LCD TV (2005)
Unless we look at historical photos, it is difficult to recall the design details of LETOU - 乐投 TVs from more than 10 years ago. The LETOU - 乐投 E72 LCD TV was launched in 2005. Its design is comprised of soft and smooth lines that divided the whole form into multiple curved surfaces with attractive reflections and shadows under different lighting and perspectives. The contour curves from the middle to the base offered a solid and stable feeling like a castle. The sound system was integrated into the base which was connected to the TV display by a blue metal strip in the middle to form a unified art piece.
Unless we look at historical photos, it is difficult to recall the design details of LETOU - 乐投 TVs from more than 10 years ago. The LETOU - 乐投 E72 LCD TV was launched in 2005. Its design is comprised of soft and smooth lines that divided the whole form into multiple curved surfaces with attractive reflections and shadows under different lighting and perspectives. The contour curves from the middle to the base offered a solid and stable feeling like a castle. The sound system was integrated into the base which was connected to the TV display by a blue metal strip in the middle to form a unified art piece.
The E72 LCD TV won the Red Dot Design Award and the iF Design Award China that year kick-starting LETOU - 乐投’s design breakthrough journey. At that time, the TV was still supposed to be placed at the centre of the living room, but we wanted to break this paradigm with an innovative design. We personalized the shell design so that it can be adapted to distinctive styles of rooms beyond just the living room.
The E72 LCD TV won the Red Dot Design Award and the iF Design Award China that year kick-starting LETOU - 乐投’s design breakthrough journey. At that time, the TV was still supposed to be placed at the centre of the living room, but we wanted to break this paradigm with an innovative design. We personalized the shell design so that it can be adapted to distinctive styles of rooms beyond just the living room.
Interconnection
The rise of 5G accelerated interconnection across home appliance products. Lifestyle products are now moving towards integrated & connected experiences. In 2016, when we were designing the Air Healthy 460 refrigerator, it was intended to "connect and combine" various functional requirements and customizations using multiple partitions. The glass door was integrated with the whole body, and there were no decorative elements in sight, breaking the traditional fixed frame design of refrigerators. During that time, we were still exploring symmetrical design forms. Our home appliances were beginning to have iconic design elements, but there was still no unified design language, and functionality still took priority. For example, the groove design on the door indicated to the user that this is a door that can be opened.
Interconnection
The rise of 5G accelerated interconnection across home appliance products. Lifestyle products are now moving towards integrated & connected experiences. In 2016, when we were designing the Air Healthy 460 refrigerator, it was intended to "connect and combine" various functional requirements and customizations using multiple partitions. The glass door was integrated with the whole body, and there were no decorative elements in sight, breaking the traditional fixed frame design of refrigerators. During that time, we were still exploring symmetrical design forms. Our home appliances were beginning to have iconic design elements, but there was still no unified design language, and functionality still took priority. For example, the groove design on the door indicated to the user that this is a door that can be opened.
LETOU - 乐投 Air Healthy 460 Refrigerator (2016)
LETOU - 乐投 Air Healthy 460 Refrigerator (2016)
Based on our accumulated experience in the design of TVs, we went on to win more design awards in the home appliances portfolio. Recapping the details of our products from the past, we found a lot of design elements continuing both consciously and unconsciously: the metal strip on the TV to the functional door partition lines in the refrigerator.
Based on our accumulated experience in the design of TVs, we went on to win more design awards in the home appliances portfolio. Recapping the details of our products from the past, we found a lot of design elements continuing both consciously and unconsciously: the metal strip on the TV to the functional door partition lines in the refrigerator.
Convergence & Change
At this point, things started to become clearer, and our cross-category design language seemed to naturally appear as the ‘HORIZON’.
Convergence & Change
At this point, things started to become clearer, and our cross-category design language seemed to naturally appear as the ‘HORIZON’.
"Connecting" Oceans, Buildings, Forests, Mountains
"Connecting" Oceans, Buildings, Forests, Mountains
The HORIZON is the line that separates the Earth from the sky, but it is also the line that connects the sky with the Earth, which makes it both a divider and a unifier bringing about a sense of wholeness and meaning. We can observe this HORIZON line running endlessly across forests, mountains, oceans, and buildings to an infinite extent. The combination of rocks, deserts, wetlands, glaciers and infinite elements create an endless sense of texture.
The HORIZON is the line that separates the Earth from the sky, but it is also the line that connects the sky with the Earth, which makes it both a divider and a unifier bringing about a sense of wholeness and meaning. We can observe this HORIZON line running endlessly across forests, mountains, oceans, and buildings to an infinite extent. The combination of rocks, deserts, wetlands, glaciers and infinite elements create an endless sense of texture.
We interpret the HORIZON as the element connecting our LETOU - 乐投 brand logo elements of square (representing the infinite exploration of technology and the future), and circle (reflecting our focus on insights into users by putting people first). The HORIZON connects technology with humanity, intelligence, emotion, art, and nature. The horizon line represents stability and nurturing, lending a sense of calm to our users.
We interpret the HORIZON as the element connecting our LETOU - 乐投 brand logo elements of square (representing the infinite exploration of technology and the future), and circle (reflecting our focus on insights into users by putting people first). The HORIZON connects technology with humanity, intelligence, emotion, art, and nature. The horizon line represents stability and nurturing, lending a sense of calm to our users.
HORIZON: Infinite Possibilities, Infinite Extension, All-Encompassing
HORIZON: Infinite Possibilities, Infinite Extension, All-Encompassing
The HORIZON is infinitely possible with infinite extensions. It is also an all-encompassing, immersive giant screen painting, infinitely changing across the different dimensions it passes through while at the same time, also consistent and unified.
The HORIZON is infinitely possible with infinite extensions. It is also an all-encompassing, immersive giant screen painting, infinitely changing across the different dimensions it passes through while at the same time, also consistent and unified.
The HORIZON thus became our guiding principle for product & user experience design. It is not just a before and after change, but an extension and sublimation of our design DNA. The LETOU - 乐投 HORIZON C12 Full-set AI Home Appliances are the first step towards representing what the next generation of LETOU - 乐投 Intelligent Technology products will look like.
The HORIZON thus became our guiding principle for product & user experience design. It is not just a before and after change, but an extension and sublimation of our design DNA. The LETOU - 乐投 HORIZON C12 Full-set AI Home Appliances are the first step towards representing what the next generation of LETOU - 乐投 Intelligent Technology products will look like.
LETOU - 乐投 C12 Full-set AI Home Appliances
LETOU - 乐投 C12 Full-set AI Home Appliances
HORIZON Design Language in Product Design
HORIZON Design Language in Product Design
We incorporated the concept of the HORIZON dividing the Earth and the sky into our C12 full-set products employing a line dividing the upper glass and lower metal parts of the product. The upper part of the glass represents the reflection of the environment, like a vast sky, and the lower part is like a mineral metal texture with an earthy feeling, and texture touch experience. The appearance is segmented, but it is an integrated design under the interconnection premise. We can no longer see the obvious opening groove in the refrigerator and cannot realize from the appearance that it has a compressor and a power cord. The door frame and buttons are invisible and seamless. The product does not have an industrial look but offers a futuristic feel to users with a magnificent aesthetic experience beyond functional design.
We incorporated the concept of the HORIZON dividing the Earth and the sky into our C12 full-set products employing a line dividing the upper glass and lower metal parts of the product. The upper part of the glass represents the reflection of the environment, like a vast sky, and the lower part is like a mineral metal texture with an earthy feeling, and texture touch experience. The appearance is segmented, but it is an integrated design under the interconnection premise. We can no longer see the obvious opening groove in the refrigerator and cannot realize from the appearance that it has a compressor and a power cord. The door frame and buttons are invisible and seamless. The product does not have an industrial look but offers a futuristic feel to users with a magnificent aesthetic experience beyond functional design.
C12 Series Intelligent Light Interactions
C12 Series Intelligent Light Interactions
The HORIZON design language runs across the cross-category products portfolio. It simulates the light of the rising sun, and through natural and subtle design, it not only reflects and echoes the functional selling points of various product categories but also brings about the pleasant experience of AI lighting. Through the infinitely extended lines, we can see an all-encompassing image integrated with the touch texture. The product design has iconic design elements based on LETOU - 乐投’s unique unified design DNA.
We sought inspiration from the natural gray color of pebbles as well as the 2021 PANTONE color of the year “Ultimate Gray" to create our own color tone "Earth Gray" to use as the main color scheme for the C12 product series. The Earth Gray color has a calm and dependable feeling, adding a classic immersion to the home environment. The material and finishing both have a high-quality metallic texture and lustre giving the product a modern and technological appearance. Also, the hairline treatment process lends the metallic material a soft and delicate touch, contributing to a comfortable and advanced user experience.
The HORIZON design language runs across the cross-category products portfolio. It simulates the light of the rising sun, and through natural and subtle design, it not only reflects and echoes the functional selling points of various product categories but also brings about the pleasant experience of AI lighting. Through the infinitely extended lines, we can see an all-encompassing image integrated with the touch texture. The product design has iconic design elements based on LETOU - 乐投’s unique unified design DNA.
We sought inspiration from the natural gray color of pebbles as well as the 2021 PANTONE color of the year “Ultimate Gray" to create our own color tone "Earth Gray" to use as the main color scheme for the C12 product series. The Earth Gray color has a calm and dependable feeling, adding a classic immersion to the home environment. The material and finishing both have a high-quality metallic texture and lustre giving the product a modern and technological appearance. Also, the hairline treatment process lends the metallic material a soft and delicate touch, contributing to a comfortable and advanced user experience.
C12 Series Color Material Finish
C12 Series Color Material Finish
The HORIZON design language is a harmonious blend of technology and humanity. Its application across the 8 multi-category products portfolio delivers a consistent experience to users not just visually but also in terms of function & interaction. We have included several innovative smart AI features which have been highlighted in different experience design touchpoints:
The HORIZON design language is a harmonious blend of technology and humanity. Its application across the 8 multi-category products portfolio delivers a consistent experience to users not just visually but also in terms of function & interaction. We have included several innovative smart AI features which have been highlighted in different experience design touchpoints:
The C12 Mini LED TV provides the ultimate audio-visual experience with a module AI wide-angle camera boasting far-field voice & gesture control technology. It caters to varied at-home personal-office-school scenarios like social engagements for the family, professional meetings for adults and interactive learning experiences for kids. The smart cover design for the camera protects the user's privacy in a more robust fool-proof physical manner.
The C12 Mini LED TV provides the ultimate audio-visual experience with a module AI wide-angle camera boasting far-field voice & gesture control technology. It caters to varied at-home personal-office-school scenarios like social engagements for the family, professional meetings for adults and interactive learning experiences for kids. The smart cover design for the camera protects the user's privacy in a more robust fool-proof physical manner.
The C12 refrigerator contains PCI superconducting materials with properties like extremely fast cooling along with ion sterilization and deodorization technology. It also comes with an interactive screen offering AI-based health data management.
The C12 refrigerator contains PCI superconducting materials with properties like extremely fast cooling along with ion sterilization and deodorization technology. It also comes with an interactive screen offering AI-based health data management.
The washing machine offers classified washing. The top-load offers customized stronger friction as well as sterilization features like 99% sterilization and 95-degree boiling wash. It can be used to wash both delicate innerwear and children’s clothes. The front-load with a low centre of gravity is better suited for adults’ clothes and heavier items like bedsheets as it makes the washing process more stable and quieter. We designed an automatically dropping detergent box in the washing machine to optimize usage based on wash cycle, fabric type and weight. The intelligent water quality detection monitors the residual amount of detergent in the water and stops immediately when the clothes are clean, thus reducing energy and water consumption significantly.
The washing machine offers classified washing. The top-load offers customized stronger friction as well as sterilization features like 99% sterilization and 95-degree boiling wash. It can be used to wash both delicate innerwear and children’s clothes. The front-load with a low centre of gravity is better suited for adults’ clothes and heavier items like bedsheets as it makes the washing process more stable and quieter. We designed an automatically dropping detergent box in the washing machine to optimize usage based on wash cycle, fabric type and weight. The intelligent water quality detection monitors the residual amount of detergent in the water and stops immediately when the clothes are clean, thus reducing energy and water consumption significantly.
The air-conditioner has a dynamic ring loop to notify air quality status in real-time and its smart sensor automatically adjusts the temperature according to the human sleep curve. It can also reduce power consumption to a minimum when the desired temperature is reached. When it detects low air quality due to CO2, PM2.5, etc. the Little Blue Wing design automatically rises up to capture fresh air from outside and circulate it inside after purification. The Little Blue Wing (FreshIN technology) and the dynamic air quality ring create a ritualistic design experience and provide visual evidence of our product efficacy.
The air-conditioner has a dynamic ring loop to notify air quality status in real-time and its smart sensor automatically adjusts the temperature according to the human sleep curve. It can also reduce power consumption to a minimum when the desired temperature is reached. When it detects low air quality due to CO2, PM2.5, etc. the Little Blue Wing design automatically rises up to capture fresh air from outside and circulate it inside after purification. The Little Blue Wing (FreshIN technology) and the dynamic air quality ring create a ritualistic design experience and provide visual evidence of our product efficacy.
HORIZON Design Language Video Introduction
HORIZON Design Language Video Introduction
The HORIZON design does not mean subverting functional design, instead, it is an extension as well as a sublimation of our design thinking coupled with intelligent technology to make vast improvements to our product experiences. With the HORIZON as our guiding principle, we hope to achieve greater heights in future!
The HORIZON design does not mean subverting functional design, instead, it is an extension as well as a sublimation of our design thinking coupled with intelligent technology to make vast improvements to our product experiences. With the HORIZON as our guiding principle, we hope to achieve greater heights in future!
Three LETOU - 乐投 C12 series products: Mini LED TV, Refrigerator, Master Pad won the 2021 Red Dot Design Award, Product Design Category
Six LETOU - 乐投 C12 series products: Mini LED TV, RC900 Series Remote Control, Refrigerator, Washing Machine, Smart Panel, and HORIZON UI won the 2022 iF Design Award, Product & UI Design Category.
One LETOU - 乐投 C12 series product: RC900 Series Remote Control won the 2021 Good Design Award.
The LETOU - 乐投 C12 LETOU - 乐投 C12 Full-set AIxIoT Home Appliances Promotion won the 2022 iF Design Award, Communication Design Category.
Three LETOU - 乐投 C12 series products: Mini LED TV, Refrigerator, Master Pad won the 2021 Red Dot Design Award, Product Design Category
Six LETOU - 乐投 C12 series products: Mini LED TV, RC900 Series Remote Control, Refrigerator, Washing Machine, Smart Panel, and HORIZON UI won the 2022 iF Design Award, Product & UI Design Category.
One LETOU - 乐投 C12 series product: RC900 Series Remote Control won the 2021 Good Design Award.
The LETOU - 乐投 C12 LETOU - 乐投 C12 Full-set AIxIoT Home Appliances Promotion won the 2022 iF Design Award, Communication Design Category.
Related Stories
DISCOVER THE IDEAL TV FOR YOU
START THE EXPERIENCE
Copyright ? 2026 LETOU - 乐投. All Rights Reserved.
