Dio by Corinthian
Reimagining the modern juicer.
The Ask
The objective was to create a hero product that could establish itself and scale into a broader system.
Research across the our given target and the appliance category revealed a market defined by excess, where “premium” meant more features, more noise, and more visual clutter.
Corinthian was conceived as a premium appliance brand for a design-conscious consumer, focused on creating objects that belong in the home, not compete within it.
Dio was created as a deliberate counterpoint.
The Challenge
Launching both a brand and product in a crowded juicer category where “premium” had become defined by excess.
The Insight
In a category defined by more, restraint becomes the differentiator.
The Idea
Create a juicer designed with the discipline of architecture.
“Dio” by Corinthian combined advanced cold-press technology with a refined design language inspired by timeless interiors, transforming the appliance from a simple kitchen gadget into an object designed to belong in the home.
Rather than competing through complexity, Corinthian would stand apart through clarity, proportion, and restraint.
My Role
• Developed early concept sketches exploring logo directions and initial form factors for the Dio juicer.
• Helped define the product’s design philosophy, grounding the brand in clarity, restraint, and architectural influence.
• Led AI-driven visual exploration to rapidly prototype the machine’s physical form using multiple image-generation tools.
• Generated iterative renders that translated early concepts into a tangible product vision aligned with the premium appliance market.
• Collaborated with the design team to refine the direction, informing the final product design, brand identity and product placement.
Why the Juicing Industry…?
Research across our target and appliance market revealed a category defined by excess, where premium had become synonymous with more.
The Defined Target
Archer is a 57-year-old CEO of a Fortune 500 luxury lifestyle brand.
A Life of Movement
Splits time between NYC and London
Constantly traveling across global hubs.
Key Implications
Refined Design Standard
Interested in classical architecture
Values timeless fashion and bespoke craftsmanship
Intentional Living
Health-focused (Ironman participant)
Prioritizes sustainability and conscious consumption
Products must be portable, seamless, and adaptable across environments
Design must feel intentional, structured, and enduring, not trend-driven
Products must feel purposeful, high-quality, and aligned with long-term value
From Insight to Direction
The opportunity was not to outcompete on features, but to redefine what premium meant in the category.
For our consumer, value is not found in excess, but in objects that feel considered, intentional, and built to last.
This led to a clear strategic direction: a brand defined by restraint, where design becomes the primary signal of quality.
Strategic Principles
Clarity
Strip away unnecessary features and visual noise to prioritize intuitive use and legibility.
Restraint
Let form, material, and proportion do the work instead of over-communicating through claims or complexity.
Timelessness
Design for longevity, avoiding trend-driven aesthetics in favor of enduring, architectural forms.
Building the Corinthian Identity
Why “Corinthian”?
Corinthian references the classical Corinthian column, long associated with elegance, structure, and timeless proportion. These architectural principles informed the brand’s identity and the design language behind Dio.
Exploring the Corinthian Mark
Initial sketchbook exploration focused on developing a mark that could represent the brand while maintaining a sense of restraint. “Do more by doing less”.
Through moving from hand sketches into AI-assisted visualization, variations in proportion, geometry, and balance were explored before the final identity.
The final mark reflects the brand’s guiding principles of clarity, restraint, and architectural influence. This helped in establishing the visual foundation for Corinthian’s future products.
Engineering the Dio Experience
Dio Product Design
With the Corinthian identity established, the next step was translating the brand’s principles of clarity and restraint into the product itself.
Initial concept sketches explored the juicer’s silhouette, interface placement, and functional architecture. These early ideas were later refined digitally to guide the product’s final design and feature integration.
This process ensured that Dio’s engineering and interaction design reflected the same architectural discipline that defines the Corinthian brand.
The final Dio design blends cold-press technology with a clean architectural form, making it belong in the modern home.
Where Strategy Becomes Product
Built for a Life in Motion
A seamless, intuitive interface reduces friction from preparation to pour, supporting routines that need to fit within a fast-moving, global lifestyle.
Aligned with a Refined Design Standard
A restrained, architectural form language ensures the product integrates effortlessly into thoughtfully designed spaces, rather than competing within them.
Designed for Intentional Living
Cold-press extraction preserves nutritional integrity, while the connected ecosystem supports consistent, health-focused habits over time.
Engineered for Long-Term Value
Every detail, from material choice to interaction design, reinforces a sense of durability, quality, and permanence.
Key Takeaways
Brand and product should evolve together
Designing Dio alongside the Corinthian identity ensured that strategy, form, and experience were built from the same principles of clarity and restraint.
AI can accelerate early product exploration.
Using generative tools allowed rapid iteration of form factors and design directions, helping translate abstract ideas into tangible product concepts.
Great products translate philosophy into form.
By grounding the design in architectural discipline, Dio became more than a juicer, it became an object designed to belong in the home.
