RULE TO BE BROKEN
Consumer tools are in a constant competition of strength, size and manliness. It usually leads to an overkill of masculinity. Most of this equipment doesn’t even fit in the palm of most people’s hand. So much power that they can’t even see beyond the motor. It’s not about having a bigger one than the next guy. It’s about drilling holes and driving in screws.
WAACS RULES #21 BIGGER ISN'T BETTER
‘Drilling with big power doesn’t mean a better hole in the wall.’
RULE TO BE BROKEN
HOW WE BROKE IT
We’ve redesigned our power tools to make them smaller. They actually fit into normal hands. Which means that anyone in the world can handle them—from bigger hands in Europe to smaller hands in Asia. Everyone happy.
WHY WE DID IT
By redefining and reshaping our power tools Ferm, can now offer even better specs at more competitive prices. Our tools might not be as big as the next guy’s, but they’re a whole lot smarter. The average handyman—and woman—uses his power tool 4 or 5 times a year. Why then should he or she pay 50 times the price of a screwdriver? It just doesn’t make sense.
THE WAACS STORY
It’s in our DNA to ask the right questions. To make tools bigger because everyone else does isn’t in our nature. We first look at meaning and function of a consumer good before we start designing a solution. It enables us to make big steps with the smaller things—like designing a power tool that actually fits into the palm of your hand.
A design process is an iterative process. In the sketch phase we explore different design directions. With this Ferm case, the starting point was creating a brand strategy.
From there we translated the vision into a design language that suited the brand and the target group best. The next step was the challenge to implement this design language into the designs for the complete product line.
Once the direction of the overall design is chosen, we optimize the design and focus on different details. With sketches we visualize possible variations to come to the best solution that works both visually and from technical point of view.
It’s the power of the industrial design agency to quickly get hold of a new topic and its related issues and being able to adjust to what the client is looking for.Carel Daams, COO Ferm
We like to have a good grip on what we are doing. That is why we often make models already during the sketch design phase. For Ferm we made 1:1 foam models to check dimensions and make sure the product is easy to handle. With foam we can adjust the design by hand, almost like a sculptor, to optimize both ergonomics and styling. The end result is a product that is easy to handle for both women and men with different.
3D CAD MODELLING
The last step before manufacturing is bringing the selected concept design to life by translating it into a 3-dimensional CAD model. With high quality computer renderings, an almost photo realistic impression was created of the final design. In close cooperation with Ferm and the manufacturing, the product was made ready for production.