consultancy  |  product design



Princess Household Appliances is one of the leading home appliance brands in Northern Europe. They have a strong focus on fun cooking concepts which are nice products which enable spending more time with friends and family. In this spirit the first baking plate, to be used on the dining table, was developed and introduced by Princess in 1994. Now 25 years later nearly every Northern European home has such a baking plate, used to cook small dishes with friends and family around the table. They are especially great during family holidays, at Christmas and in the Summer.


As they say: “everybody wants a piece of the pie”.

The popularity of these types of baking plates did not go unnoticed by the competitors of Princess. Over the years, many followed to introduce similar products into the market. As a consequence, these baking plates became a commodity where competitors mainly focused on price point.
During this race to the bottom, product features were stripped, low-quality materials and finishes were used and the products themselves became smaller. They would still function properly, but the aesthetics looked like something you would want to hide in the closet immediately after use! The goal of the Princess Elypse Pure collection is to set a new standard.

adding value trhough design

The focus points for the new Pure collection is to implement natural materials, quality finishing, well-sized products (for whole families) and ease of use. All of these choices lead to a superior product, at the cost of increased manufacturing prices. Of course, that is no problem for us; we at Studio Mango very much prefer to work on timeless products that will be used for decades to come, rather than short-lived, unsustainable items. It is important, however, that such long-lasting products look the part and stand out from the competition.

The idea was to create timeless, Scandinavian inspired designs to raise this collection above the competition.
As Scandinavian design follows soft natural lines, it enabled us to start fresh in this particular category, as most other baking plates are square-shaped. During our brainstorm sessions, swooping oval sketches drew attention from all around. Building on these initial form factors in further design sessions, the product requirements were integrated in nice design features.

Elevating the baking plate from the table to avoid surface damage, due to the heat, gave birth to the wooden feet. The need for a fat drip pan under the baking plate was the initial reason for the concave-shaped “belly”. In this way, many more exclusively functional features were “hidden” in a well-balanced design.


Together with one of the best Chinese manufacturers of home appliance products, the development of this new baking plate collection was initiated. On the one hand safeguarded in manufacturability and price points by the factory and on the other hand challenged to reach new heights in design by Studio Mango.

It turned out to be a winning combination, as the Elypse Pure has become a successful star in the collection of Princess. Certainly because of its elegant design, but also because of its qualities and features such as a dishwasher-proof baking plate and an extra-long extension cord. You won’t need to hide your baking plate any longer; the Elypse Pure can proudly remain on any table as a great decoration piece!


Do you have any questions about this project? Or do you want to learn more about what Studio Mango can do for you?  Drop us a line to start the conversation.

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