Cooler Master Gaming Chairs
Delivering a cost-optimized Design Identity for market entry.
Cooler Master, a global leader in PC hardware, sought to expand into gaming setups with a lean, strategic approach. Having successfully launched a factory-produced gaming chair, the brand needed a distinctive entry point for its new Caliber Series.
THE COOLER MASTER GAMING CHAIRS CALIBER IDENTITY
Shakes crafted the Caliber R2 and X1 chairs, focusing on creating a consistent Cooler Master design identity through unique interactive elements and a bold color strategy.
DESIGNING ON BRAND
Key to the design were the custom “Intake” and recline mechanism side covers, setting the Caliber Series apart from generic competitors. Inspired by Cooler Master’s iconic logo and “halo” ring, the Intake shape also serves a functional purpose by preventing lumbar pillow straps from slipping. The ergonomic recline handle was simplified for intuitive use, while a branded textile tag added a touch of authenticity.
PRODUCT DESIGN STRATEGY
A clear 3-tier product structure differentiated the entry-level R1, mid-level R2, and premium X1 models, using distinctive color schemes and materials like Carbon Fiber Mesh Fabric for the flagship chair. The fabric pattern paid homage to Cooler Master’s iconic COSMOS PC Case.
MAKE IT YOUR SETUP
Since 2019, Shakes has been a key partner in transforming Cooler Master’s setup products, from chairs to tables and accessories.
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