Linksys, Reloaded
Client
Linksys Inc.
Services
Product Architecture
Industrial Design
Engineering Liaison
Packaging Design
Recognition
What it is
The modern day successor to the best selling router in networking history
Challenge
Linksys, a legendary name in the home networking space, was losing market share. After a change in corporate ownership Linksys wanted to send a strong signal to the market that they were back by reviving their most iconic and most successful product ever – the WRT router.
We revived a brand by means of designing a router.
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We analysed the visual elements employed by the classic WRT router. The iconic black and blue color scheme, the horizontal, squat posture and the ability for stacking were all ported into the new design.
By doing so we created brand value through design and leveraged the loyal following that the classic WRT has acquired in over a decade of being in the market. The new router is clearly be identifiable as WRT yet looks more modern and powerful.
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A key challenge was adapting the classic WRT design language to the performance requirements of a modern day router.
Modern routers were much bigger and needed much more ventilation than back when the original WRT architecture was developed.
Wer carefully grew the enclosure and increased both venting while maintaining the unmistakable character of the original.
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The new WRT has been the most successful product introduction in the history of the company to date. Linksys was able to gain record impressions and rave reviews in the technology press and overwhelming market success.
“The new Linksys WRT1900AC bears more than a passing resemblance to the design of the good, old WRT54G that came out more than a decade ago.”
— Dong Ngo / CNET
Designed in collaboration with Primer and the Belkin Design Team: Thorben Neu | Greg Thüne | Ernesto Quinteros | Oliver Seil | Jon Plummer | Oliver Seil | Senka Agic
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