This project challenged us to become familiar with a brand and apply their design language to a family of power tools that could plausibly fit in with their other product lines.

        Shimano identifies their main business as the production and distribution of bicycle components, but they also produce fishing tackle, cold forging products, and rowing equipment.
        When applying their brand language to a family of power tools, much had to be taken into consideration. One of the most distinct characteristics of Shimano’s products are the geometric shapes that smoothly transition from one plane to another. Shimano is able to capture an organic and natural feeling while still communicating structure and powerful engineering. Each product proudly displays its form without losing a fine aesthetic.