Consumer Transport
ES20
- Team Group of 4
- Institution University of Twente
- Role CAD & Product Design
A modernist electric scooter designed to solve the first-and-last-mile problem. Developed as part of the Graphic Language of Products course, the ES20 explores how to translate a legacy brand's visual identity into a completely new product category.
Phase 1: Brand Analysis
Products require a clear, visible language of form for instant brand recognition. This project challenged us to design a product entirely outside a selected company's normal category.
We selected Braun, focusing specifically on the era of Dieter Rams. A Design Format Analysis was conducted to identify distinctive 2D, 2.5D, and 3D design cues in his portfolio, utilizing the RT20 Radio as our primary visual anchor.
Classic Dieter Rams collection analysis.
Typography & Logo spacing cues.
Geometric teardowns of the RT20 Radio.
Phase 2: Form Finding
The 3D exploration involved investigating different structural forms for the scooter. We experimented heavily with strong geometric shapes to directly speak to the functionalist values of Braun, ensuring the form was a direct result of the product's function.
Exploration of functionalist geometry.
Initial ideation and gesture sketching.
Development board summarizing visual studies.
Phase 3: The Concept
The final concept delivers a roadworthy, modernist electric scooter. It features straight lines, a slot-shaped headlight, and a wide board for user comfort. The overall body shape is heavily rectangular from the plan view, adhering to the most common overarching feature identified in our brand analysis.
Swipe/Click to view high-fidelity renders and functional design details.
Phase 4: Engineering & Evaluation
The scooter hinges on a semi-slot shaped mechanism for the convenience of our targeted business-class commuter. A slot-shaped grip indicates the ideal holding position for balance while folded.
To evaluate the design, we manufactured a scale physical prototype. Participants surveyed described the physical form as "clean," "modern," and "minimalistic," validating our translation of the Braun aesthetic.
The semi-slot hinge mechanism.
Physical scale prototype evaluation.
Functional design overview.