Daan Hekking

Strategic design: Creating a new signature for BOSCH's indoors product portfolio

Daan Hekking
Strategic design: Creating a new signature for BOSCH's indoors product portfolio

Why this project?

"Consistent communication is something every company should strive for in order to systematically communicate brand values and believes." 


In close collaboration with two representatives of the User Experience team at BOSCH, the project aimed to improve their brand language. This project is  a result of 2,5 weeks of work together with classmate, Jenny Holmsten. 


Our task was to create design DNA's, so called Common Cores, that could help BOSCH to reshape their fragmented product portfolio. Their extensive product portfolio, that ranges from power tools to smart home products, to kitchen appliances to surveillance, challenged us to come up with signatures that could be applied throughout multiple product categories.


Our newly developed Common Core is an abstract visualisation, ranging from a 3D shape to digital and analogue UI elements, mainly targeting their new small home appliances and smart home products. 




History to current to future vision

Exploring the portfolio and competitors

Prior to redefining the common signatures, we critically looked at how well BOSCH’s product portfolio reflects their slogan: Invented for life. As we both had the same understanding of this slogan,  we set ourselves to goal to find out how BOSCH should change in order to make this slogan a success. We took a look at all BOSCH’s products in the indoor segment and compared them with each other. 




What can a commonality look like?

Defining potential common signatures

After evaluating them and deciding how well they fit the slogan, we used the strongest ones as a foundation for further common signature development. We found BOSCH’s thermostat a good foundation for further development as it had a good market positioning, caught our eyes and was the least technically looking. Though BOSCH is proud of its history, several discussions with them showed us they wanted to become more emotional driven.  




a visual representation of coherent elements

Common signature across physical and digital


Physical changes

Several changes were made to make the physical appearance fit better with the new BOSCH vision. The first and most obvious change is going from a square with rounded edges to a so called squircle, which gives the shape a more friendly feel. The radii on the back causes the shape to float, which makes the product stand out more from it’s position and visually makes it less bulky.


Common signature elements

The visual representation uses the offsets to ‘fade out’ the interactive area. This interactive area can be a screen, but also be a knob or handle. The logo is placed at the bottom, where it’s the closest to the user. If the product (design based upon this visual representation) is standing on the countertop, the interactive area can’t interfere with the visibility of the logo.

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ready for the digital era

Guidelines for UI

Besides changing physically several elements, digital elements have been changed as well. As every product designer knows, across several product categories the impact of digitalisation can already be seen. BOSCH should play upon that and we have defined a set of guidelines they can use regarding analogue and digital UI. To express BOSCH’ quality and precision, the circular element is a crisp and thin line that could show where you are in the process of heating a room or cooking. The thin line expresses a high quality screen and a gradient within this line enhances this quality expression. Furthermore a basic Sans Serif font was chosen that does not capture a lot of attention, but displays the neccessary information well enough. According to BOSCH’ feedback, BOSCH does not want to capture too much attention in the home environment.

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