The brief was to replace an existing products brand identity (Bosch cordless screwdriver) with another existing brand (Sunbeam), maintaining the new brands core values and aesthetic.
Dreambeam reflects the retro yet modern style that Sunbeam tries to tie in with the overall look of their products. The determined manufacturing process and the function of the screwdriver also represents the ease of use that accompanies Sunbeam products and their intent to produce durable and affordable appliances.
The chosen shape mirrors a retro style and also functions as a comfortable, balanced, and ergonomic form. The skeletal frame was created to allow for a quick and easy manufacturing process and long lasting product life.
Extruded aluminium alloy ring, acting as surrounding aesthetic for the touch force sensitive trigger.
Thermo elastic polymer overmolded as a raised grip and doubling as a profound logo.
An exploded view of the electric screwdriver, detailing the battery position, motor and circuitry.
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