Form & design language development for McCulloch.
The McCulloch brand was re-acquired by Husqvarna in 2008 and by 2011, a decision was made to build up its positioning as a premium brand. The first challenge was to design a line of electric chain saws that would appeal to consumers in Europe and the Americas. The design language was then used across the portfolio. This chainsaw currently retails in the European market for 120 GBP.
Role
Led design & development of lawn and garden solutions launched & produced in the Americas, Europe, US & China under Husqvarna Group’s multi brand strategy. Collaborated with global R&D team of designers, engineers & marketers to implement global vision across brand portfolio.
Project background
Shaping the perception of the all new premium electric platform.
This was in 2011 and electric chainsaws were relatively new. The general perception until then was that gas powered lawn equipment is more powerful and sturdy. The design challenge was to change the perception around the capability of the electric platform
Catering to the tastes of audiences in the Europe and Americas.
Primarily positioned towards the male audience, we did a scan of form preferences. While the customers in the Americas tended to love blocky muscle-car feel, the Europeans preferred sleek and glossy designs. The opportunity was to strike the right balance.
Transferability of the design language to the rest of the portfolio.
While the electric chainsaws were the first on the re-design agenda, the goal was to apply this design language across the McCulloch portfolio. The business goal was re-position the brand to be more premium with pricing upgrades.
Exploration & development
Product video.
Launched in 2013, this line of products are available in the EU & USA.
