After nearly one hundred years of inspirational design across a range of sectors, Braun Audio returns with a reinvention of the timeless LE speakers from 1959. A perfect reintroduction to the heritage of Braun Audio, the LE Series focuses on the purity of design, purity of performance, and above all else, the purity of sound.
These beautifully minimalist speakers are re-imagined by Precipice Design. The London-based design company developed all consumer and trade touchpoints including brand and product narratives, packaging, photography, iconography, digital assets, video content, and point of sale concepts, helping to re-establish Braun in the premium audio sector.
The imagery leans on the rich heritage of Braun while simultaneously placing the revived speaker in a modern setting. Where the original 1950s speaker would prove to be large and cumbersome in today’s home environment, Precipice’s vision shows how the reimagined speakers fit discreetly into one’s home.
The packaging concentrates on the purity of sound and the richness of the brand’s heritage with only the key information about the product shown on the packaging. The uncomplicated packaging is typical of Braun and reflects the aesthetics of the classic speaker through dark tones and a graphic of the speaker itself. Miles Hawley, CEO at Precipice Design explains:
Braun was previously celebrated as an audio pioneer but exited the sector in 1991, so the challenge lay in building a reputation for a brand which had long been absent from the segment. Our strategic approach saw us revisit Braun’s glory years in the audio space and draw on that credibility to bring the story forward and make the brand relevant and desirable to a modern audience.
Historically, Braun is a company of many firsts—and the audio category is not an exception. With iconic designer Dieter Rams as Head of Braun Design, 1956 saw the launch of the first Hi-Fi turntable system with a transparent plexiglass cover: the SK 4. This revolutionary design set the standard for audio equipment that followed.
In 1959, Braun introduced the world to the first mobile record player/radio combination with the TP 1. The model’s innovative radio-phonograph combination played 45 RPM records via a spring-operated stylus concealed within the casing.
The Atelier, in production from 1980 to 1990, was the first-ever stackable Hi-Fi system on the market. Notably, all its components manufactured over the ten-year production period could be combined optically and technically with any of the others.
Now, after 28 years away from the field of audio design, the reintroduction of Braun Audio marks an exciting moment in the landscape of the audio industry and a pivotal point in the innovative brand’s future direction.