PREEKEM | product design for the laboratory

Case Study about design development at the chinese laboratory technology specialists PreeKem - including user interface design and brand development.

Microwave Digestion System
Microwave Digestion System

Design for Laboratory



Workstation for rapid microwave analysis

At the same time that PreeKem approached WILDDESIGN, the company was planning to move from Asia to western markets. The existing brand and product design from PreeKem was not suited to achieving the desired goals at an international level. We were therefore asked to develop a new product design and graphical user interface (GUI), as well as to create a new brand image and visual identity.


After analysis of competitors and evaluation of interviews with users, WILDDESIGN developed two new products with a focus on the aspects of security and usability. The former physical interface with buttons has been replaced by a user-friendly touch screen.


PreeKem introduced the two products "Excel 2010" and "Q2" successfully into the western markets and drew many interested parties to the PreeKem stand at their first trade show in Germany. During this reorientation, PreeKem recorded a sharp rise in new orders. Meanwhile there has been increased feedback from users that they appreciate the new design and feel very secure with the graphical user interface on the touch screen.

Product design Q2 Microwave Moisture_Solids Analyzer
Q2 Microwave Moisture/Solids Analyzer
Graphical User Interface Q2
Q2 Microwave Moisture/Solids Analyzer


  • 2 new product design families
  • Easy to use touch-screen GUI
  • New consistent brand identity
Product design SUPEX Intelligent Microwave Digestion System
SUPEX Intelligent Microwave Digestion System



Intensive research into usage habits in the laboratory marked the beginning of this project. The combination of product design and branding led to both a comprehensive brand experience as well as a significant improvement in use. New capabilities of pen input and simplified operation of the unit itself found natural counterparts in the user interface.

Project outcomes


  • Requirements analysis, functional and workflow analysis
  • User Interface / Interaction
  • Style Guide ("Look and Feel")
  • Design prototypes
  • Menu Structure and Navigation


  • Specification
  • Style Guide
  • Prototypes (screen design)
  • GUI platform

Bilingual Brand- und CI-Manual


PreeKem, a very successful specialist in technical laboratory equipment in Asia, found itself faced with the challenge of opening up the western market for its products. A new look, holistically developed by WILDDESIGN together with naming and product design, has now enabled a fresh start in new markets.

Project outcomes


  • Bilingual naming development
  • Focus on the young and modern corporate culture
  • Strong connection to the product design and user interface


  • Definition of visual identity
  • Design grid for website and print media
PreeKem Branding
PreeKem Corporate Identity
Corporate Identity
Markus Wild

Your contact partner

Markus Wild, CEO


Social Media



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