Archer BE805 Wi-Fi 7 router
A flagship router that stands upright and hides its antennas, designed to move TP-Link from a budget name to an industry leader.
- Client
- TP-Link
- Year
- 2021–22
- Made at
- Jacob Jensen Design, Bangkok studio
- My role
- Creative direction and product design
- Credits
- Images © TP-Link and Jacob Jensen Design
The brief
TP-Link sells more networking devices than almost anyone, yet in several markets people saw it as the cheap option. The company wanted its next flagship Wi-Fi router to change that and to read as smart and reliable.
What we decided
Stand it up. A vertical architecture takes less room on a shelf and looks slimmer and lighter than the flat boxes with antennas sticking out.
Let the materials show the power. A gloss black body sits between light metallic side panels. Their fine texture divides each side into four areas, a quiet hint at the antennas inside.
Keep the signals simple. The front tapers towards the centre, with one line of light for the working status. Ports and ventilation are gathered in a recess at the back.
What came of it
We took it from research and concepts through design development, with 1:1 foam and cardboard models and 3D renderings. TP-Link launched it as the Archer BE805, a flagship Wi-Fi 7 router.
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