To create a new brand language for Cramer, a power tools brand. The new language should be such that it supports their future strategies.
in collaboration with
Project done in collaboration with Cramer, a German power tool brand owned by Globe Group. It focuses on gardening tools with battery technology.
Switch for trigger
and direction selector
Collet for hex
PRODUCT BREAKDOWN AND FUNCTIONAL ANALYSIS
Normal / Small drill / Hole saw / Leaf bit
Screw / Bolt / Nut
Provision to hold
To stand on floor
Service / maintenance
Drop impact proof
Creating word cloud gives the possibility to explore the things related to the product and eco system.
IDEATION AND CONCEPT GENERATION
Ideating three concepts based on the mood board. Semantic expressions considered are robust, futuristic, professional, ergonomic and progressive.
More stress on robust, professional and progressive. The speed lines are from Cramer’s DNA. Matte dark grey and rubbery material on the main body and the grip respectively. Red color of the logo and control grab attention.
Robust body with ergonomic soft shell protecting from top and bottom. The inner metallic finish with dominating air vents reflects heavy duty machine inside. Highly noticeable
Futuristic, sophisticated, ergonomic are the three main semantic values. The split lines are not just lines, they follow function. Surface bumps for grip
reduce the overall weight and material cost of the product.
Fit most size of hands
To test ergonomics to reduce fatigue
To optimize the position of controls
To get better idea of split lines
Validation conducted on users
To fit wide range of hand sizes
To reduce fatigue
To check the position of controls
To test proper grip
3D scan of clay model taken
To check the fit of components
To check possibilities of implementing
components on the selected concept
CAD model made using Alias
Spray painted and assembled
Let’s experience the
Most power tools available in the market are mainly designed for professional users, which is reflected in the form language of the power tools available in the market.
This new design language for Cramer is formulated to break this way of thinking.
Groves on the surface that provide friction
Contrasting orange control points
Air vents that go along with the form language
LED lights for better visibility
Rubbery plastic for base/ bottom
Grips for removing battery
Three speed modes
One self-tapping mode
Battery level indicator
Final design avoids double injection for the handle grip which is common in the market. The desirable friction is provided with crafted surface design thereby improving the circularity of the product and avoiding landfills.