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“BONE makes you di erent”
Fruitshop was established in 2005 with the aim of creating high quality
products through innovation and creativity in order to provide everyday
solutions to everyday needs. The company started out in the production
of bone shaped protective cases for the iPod which developed into the
company brand name. BONE has since expanded into the areas of USB ash
drives, accessories for Apple products, computer peripherals and carrier
bags. In recognition of BONE’s design achievements and continual success,
the company has gained numerous praises and awards; most notably with
the winning of the iF, reddot, DESIGN PLUS and d&i awards which are all
internationally recognized.
Antarctic environmental issues resulted in the creation of BONE’s classic
Penguin ash drive which acts as the symbol of BONE’s spirit, intelligence and
motivation to face new challenges. The heart of all BONE’s creations comes
from Taiwan. In 2010, a new branch was established in Shanghai which seeks
to further develop talent and market resources in order to build up BONE as a
truly international brand.
The use of light green represents the company’s intent on promoting
environmental awareness and protection in all their products and that
environmental concept is at the center of all designs.
As Apple continues to excite the world with it creativity and different
thinking, BONE continues to encompass those winning properties into their
corporate culture by the enhancement of innovation and creativity whilst
“being di erent.”
Brand Concept – touching your heart
BONE seeks to create products that touch the heart of every individual
through its design. In 2008, US Custom o cials could not help but smile at
the Penguin ash drives as they passed through. Who would have thought
that a digital peripheral could be so warm and interesting. It is this design
concept that is placed in each and every design at BONE.
Design Concept – Low Tech, High Design
As the technological industry gets more and more high-tech with
advancement in technology, BONE chooses not to follow this trend. Rather,
BONE does the opposite: use of basic material properties coupled with cost-
effectiveness in the creation of problem solving products. For instance;
taking the traditional perception of silicone material and physical principles
of PA resulted in the creation of our Horn Stand product. Another example
is the use of composite silicone and microfiber resulting in the creation of
our fashionable Phone Cell design bags. The quality of BONE‘s products are
made subtlety aware to the unconscious mind. The key principles of success
for BONE is not built around how high-tech a product is, but rather the
combination of innovative and simple design coupled with the perfect mix
of material properties in order to achieve excellent construction and to turn
creative ideas into reality.
Market areas – Penguin footprints, walking the world
BONE currently has markets in USA, Japan, France, Germany, Italy, Sweden,
UK, Russia and is marketed in a further 50 countries and sold in over 5,000
locations worldwide which is aiding in reaching the company goals of
touching the hearts of consumers globally. At the end of June 2011, BONE
opened its first official store in Taipei, Taiwan and has gradually spread
throughout Taiwan. The black penguin and use of light green provides
BONE’s most distinctive brand image.
Social responsibility – soft heart, courage to meet design
dreams
In addition to creating brand value, BONE has not forgotten their social
responsibility. At each stage of the design process, environmental protection
is placed at the heart of all decision making without compromising quality.
The use of non-toxic biodegradable raw materials keeps this harmonic
balance between man and nature.
Every journey starts at the design stage. BONE is committed to expanding
the creative platform in which it stands and to nurture future talent as to
fulfill young dreams and aspirations. To do this, BONE has sponsored for
two consecutive years, the world’s largest student design exhibition “Young
Designers Exhibition.” From 2011, BONE has held a BONE Award design
competition which gives young design students an opportunity to promote
their creativity in creating designs for life solutions.
BONE is also actively involved with higher educational institutions to
actively promote and share design experiences and knowledge in order to
promote further academic learning in this eld. With this passion for design,
BONE hopes to nurture young talent and ful ll designer’s dreams by touching
their hearts.