Razors are often designed with very bold, masculine features that appeal to a male population obsessed with strength, speed, and efficiency. These design characteristics are also very much in line with that of BMW and their associated line of vehicles. The aesthetics of a BMW high performance automobile are designed to instill within the user a sense of aggression and power, as well as to disseminated the brand through every facet of the driving experience. For this project I set out to create a power razor based on the design characteristics of a BMW.
But how do you capture a brand through a product that they themselves have never made? That's the challenge I faced in designing this electric razor. To begin I started by researching the chosen car company. After hours of research and observation, I compiled a style guide to visually explain the BMW. By breaking down the “DNA” of the brand I was able to isolate a certain aesthetic, one which I would then use to design the razor. Cars are such complex visual systems that the details can easily be overlooked, and this guide helped me understand the details important to the design stage.
The final design is one which speaks to BMW and the forms and lines that are so distinctly theirs.The signature flame surface design is mimicked within the general form of the razor, accented by short overhangs, aggressive edges and a streamline profile.