Pfaff serger

A new top-of-the-line serger machine for Pfaff, featuring jet air threading and a digital interface. Project completed at Optimal Design.

strategic differentiation + VBL evolution

Our goal was to design something that stood out from the crowd, while still feeling like a Pfaff. Early sketches explored various CMF (color-material-finish) applications as a way to create a bold look.

This machine was intended to set a new Visual Brand Language (VBL) direction for Pfaff’s serger line.

A more clean aesthetic, enabled by tech

On most sergers, the user adjusts settings through mechanical knobs on the front of the machine. On this product, however, everything would be controlled through the touchscreen interface. That allowed us to cover the intimidating, chaotic-looking front of the device with a door. The user can still easily open the door to access those parts for threading.

Product Description

The PFAFF® admire™ air 7000 one-touch air-threading coverlock machine has great ease-of-use features and provides beautiful results. With all of the premium capabilities you want in a top-of-the-line coverlock, it's the perfect complement to your sewing machine.