Background
Launching a premium product in a mature market requires more than highlighting product features. It requires a clear brand story that helps customers understand what makes the product different.
UMS partnered with Roca to develop the product branding and communication assets for the China launch of the Touch-T Shower System. Touch-T, a Red Dot Award-winning shower system, combines minimalist design with intuitive physical controls, offering a simpler and more intuitive shower experience.
For the China market, the objective was to communicate the product’s design philosophy in a way that resonated with consumers looking for quality, comfort and contemporary living.
Challenge
China’s premium bathroom market is highly competitive, with many brands focusing on smart technology and feature-rich products. As a result, product communications often become similar and heavily driven by technical specifications.
Touch-T took a different approach. Instead of emphasising digital interfaces, it offered a simpler user experience centred on intuitive physical controls. The challenge was to position this simplicity as a premium design choice while building a clear and distinctive product story for the China market.
Solution
UMS developed the product messaging and communication framework for the China launch, translating Touch-T’s design philosophy into a clear and engaging brand story.
Rather than competing on the number of features, the communications focused on simplicity, ease of use and thoughtful design. Messaging highlighted how intuitive controls could create a more comfortable and enjoyable shower experience.
BTo support this positioning, UMS created a bilingual copy system for the product brochure. Headlines such as “Simplicity Outside, Master the Ease / 所见至简，外驭从容” and “One Touch, Full Control / 一按，自由掌控” communicated the product’s key benefits in a way that was clear, memorable and relevant to local audiences.
UMS also developed the key product expression “Mega Touch / 澎湃按键”, reinforcing Touch-T’s distinctive physical interaction while giving the product a stronger and more memorable identity across both English and Chinese communications.
Technical features—including temperature control, water flow and spray modes—were communicated through the user experience they create, including comfort, reassurance, relaxation and freedom of choice.
Alongside the messaging, UMS designed a premium brochure that combined clean layouts, refined visuals and lifestyle imagery to reinforce Touch-T’s contemporary design and product quality.
Outcome
Through product branding and communications, UMS helped translate Touch-T’s design philosophy into a clear and compelling launch story for the China market, allowing the product’s simplicity and intuitive design to stand out in a highly competitive category.
The project demonstrates how effective product communications can help translate product strengths into a clear and distinctive market story.
