CRAMER

 
IMPACT DRIVER

Next generation

professional tools 

BRIEF

 

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

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BRAND

 

Project done in collaboration with Cramer, a German power tool brand owned by Globe Group. It focuses on gardening tools with battery technology. 

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KEY DESIGN

ELEMENTS

 

Speed lines

Professional Feel

Simple

Good quality

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Motor

Gear box

Cooling fan

Circuit board

Circuit board

Switch for trigger

and direction selector

Collet for hex

shank bits

Anvil hammer

mechanism

Battery pack

PRODUCT BREAKDOWN AND FUNCTIONAL ANALYSIS

To drill 
Normal / Small drill  / Hole saw / Leaf bit

To fasten
Screw / Bolt / Nut

Provision to hold
To stand on floor
Branding 
Scratch proof
Service / maintenance
Drop impact proof

WORD CLOUD 

Creating word cloud gives the possibility to explore the things related to the product and eco system.

MOOD BOARD

INSPIRATION BOARD

Aggressive
Robust
Strong
Futuristic
Progressive
Sophisticated

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IDEATION AND CONCEPT GENERATION

Ideating three concepts based on the mood board. Semantic expressions considered are robust, futuristic, professional, ergonomic and progressive.

CONCEPTS

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CONCEPT 1

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. 

CONCEPT 2

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
red controls.

CONCEPT 3

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.

CLAY MOCKUPS

Fit most size of hands
To test ergonomics to reduce fatigue
To optimize the position of controls
To get better idea of split lines

ERGONOMIC VALIDATION

Validation conducted on users
To fit wide range of hand sizes

To reduce fatigue
To check the position of controls
To test proper grip

TECHNICAL COMPATIBILITY

3D scan of clay model taken
To check the fit of components
To check possibilities of implementing
components on the selected concept

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PROTOTYPING

CAD model made using Alias
Rapid prototyping
Spray painted and assembled

Let’s experience the 
future!!

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.

FEATURES

Ergonomic grip
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

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HMI

Mode controller
Three speed modes
One self-tapping mode
Battery level indicator
Bluetooth connector

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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.  

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IMPACT DRIVER

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