Success Story

B/S/H Styline – Concept and design from a single source

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In cooperation with HYVE, B/S/H developed the new Bosch Styline in 2008, which stands for an integrative and puristic design appearance. In addition to the design of the hand mixer and the hand blender from the Bosch Styline series, HYVE was commissioned to design the MUM 5 kitchen machine, which is the flagship of the Styline.

The products are characterised by a high degree of formal independence and modernity. In their design effect, they correspond to the Bosch brand core. Their special characteristics are based on comprehensible basic geometries which, despite their high functionality, dispense with formal complexity. This strengthens the customer’s trust in the product.

Helmut Kaiser, Chief Designer of Bosch Consumer Products

The challenge

How can stylish geometry be combined with high functionality? How can an integrative and minimalist design meet the highest demands for technological excellence?

HYVE met these challenges in a concept workshop designed in cooperation with B/S/H. In the co-creation workshop, detailed feedback was exchanged on concepts and real prototypes in terms of acceptance, attractiveness, aesthetics and features, concepts and prototypes were refined on the basis of a well-founded and detailed assessment and consumer needs and painpoints were discussed.

The approach: Design Thinking

  • Generation of human-centered product concepts using an iterative workflow
  • Strategic use of design methodology transforms problems with undefined outcome into tangible solutions
  • Anticipation of hidden customer needs and motivations
  • Concept refinement and quick prototyping leads to holistic innovation concepts that are ready for implementation

The success

The result is a purist design – soft, flowing shapes on the inside of the body and sharp edges that clearly define the shape of the device. The good design was awarded the reddot design award best of the best 2011 and the iF product design award 2011.

reddot Award ceremony

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