Dremel
Intuitively designing a hardware collection
Dremel has established itself as the go-to tool for DIY’s and creatives, and in the process has gained a loyal brand following. They stand unique among the power tool space as the majority of their user base is women. They came to us first with the challenge of designing their most powerful corded tool for the time, but in the process we uncovered insights and design updates that created value with their core audience. Thus began a fruitful 5 year relationship where we helped them build a cohesive and thoughtful line of power tools.
Design
Created a cohesive visual brand language among 9 products over the course of 5 years of product development on multiple teams, and advocated for the the primary market of women using the tool by leading ergonomic development and in-person research
Major aesthetic design elements introduced to the brand include a dynamic chamfer flowing along the body of the tool, sculptural ergonomic details refined through research and small but thoughtful updates to delight to the user. Overall these elements serve to reinforce the power and precision of the tool while keeping the users safety, control and comfort at the forefront of the experience.
Contributions
Led the organic development of cohesive brand elements
Created a Visual Brand Language and official documentation for future products
Designed 7 rotary tools, 2 saws and further products to be released
Led and facilitated in-person ergonomic research
Processed, synthesized and presented user insights
Rendered concepts, built CAD, and prototyped models
Outcomes
Days between launch and Sold Out for Dremel 8260: The world’s first smart, brushless rotary tool
1
Universal Visual Brand Language developed for all future products
62%
Percentage of women Dremel users, whose user insights fueled updates, causing record positive feedback
11
