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VENETO
SMEG brand extension - city biking helmet
Veneto is a helmet design concept. This project was about understanding a brand’s values and determining how to communicate those values through design. SMEG, born in Italy, is a company that creates high-end kitchenware, with an eye-catching, retro, clean aesthetic.
This project began with a brand analysis, focusing on the history, values, and identity of SMEG. The research laid out the groundwork for our preliminary ideation, which progressed into a scale clay model. Lastly, a digital rendering was developed.
Group Project
2023
12 weeks
Carleton University
Leo
Causley-Bennett
Megan Johnson
Masa
Al Osh
Ethan Angus
Skills:
Ideation
Clay Modelling
Team Organization
Branding Design
Procreate Rendering
Helmet Process
01 PROCESS
PHASE 1: SMEG BRAND RESEARCH
MISSION
"To identify and reflect the defining characteristics of Italian design. Inventive elegance, originality, and product quality."
VISION
"Owing to a business culture that places the utmost attention on quality, technology, and energy savings."
PERSONALITY
"Know-how, creativity, and style: these are the qualities that spring from SMEG's Italian identity, and characterize the company's commitment to bringing everyday objects to life."
1948
1963
1982
1997
2020
SMEG was founded by Vittorio Bertazzoni in Italy
Leda, the first SMEG washing machine was created
SMEG manufactured professional ovens for restaurants and cafés
The FAB range of fridges was created
SMEG introduces the first cookware collection
1955
Elisabeth, the first SMEG cooker was presented
1970
World’s first 14-place setting dishwasher, Niagara was released
1985
SMEG instruments opened, dedicated to hospitals
2012
SMEG launches the small domestic appliances line
FINDINGS
The history of SMEG is the best showcase of their design direction throughout time. As a helmet is a direct consumer good, most attention was paid to the design of their consumer product lines. The aesthetic consistency of a soft, bubbly shell with flatter, silver details is a staple of SMEG's consumer products.
PRODUCT PORTFOLIO - CMF AND DESIGN LANGUAGE ANALYSIS
SMEG generally features a pastel colour pallet, however it strays from that rule for its distinct deep reds, or black/white designs. The material is consistently a powder coated steel with stainless steel features. The finish varies between shiny and matte.
Overall, these products stand out. Key form features exist within their minimalism, round curves on simple shapes. The silver features are often flatter. The feet are the most consistent design feature throughout their product portfolio.
TARGET MARKET
Ages 25-34
Premium, affluent audience
55% Male
45% Female
BRAND EQUITY MAP
COMPETITIVE ADVANTAGES
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Loyalty
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Unique, vintage aesthetic
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SMEG products are kitchen "statement pieces"
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Timelessness
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Prestige: SMEG is a status symbol for both wealth and taste
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Italian craftsmanship: Products are manufactured exclusively in Guastalla, Italy
CUSTOMER PERCEPTIONS
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High Quality
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Pristine surface finish
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Good customer service
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Durability, longevity
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A retro, distinctive aesthetic
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Environmental consciencousness
BRAND OBJECTIVES
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Originality
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Bringing everyday objects to life
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Absolute safety
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Inventive elegance
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Sustainability focused
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Expressing its origins: Italian spirit and passion
SKETCH PROCESS
Knowing SMEG's history, design language, target market, competitive advantage, consumer expectations, and the company goals, we began sketching to quickly translate the research into visual design features.
CLAY MODELLING
BASE BUILDING
The clay was sectioned and steamed in a tray until soft, then applied in thin layers to avoid air bubbles.
INITIAL SHAPING
Larger areas were blocked out using larger carving tools.
STRIPE DEFINITION
A guideline for the stripe was laid out, and cleaned into a channel.
HOLE MAPPING & SURFACE FINISHING
Hole dimensions were based on our 1:1 drawing. A variety of tools were required to achieve the final result, including slicks, loops, and dentistry tools.
The buckle features the new SMEG logo, and a high contrast colourway to help it pop. The buckle was modelled and attached to a strap, then glued to the final model.
BUCKLE DESIGN
Helmet Final Design
02 FINAL DESIGN
HELMET SHELL CMF
The helmet shell features matte, enameled plastic and chrome plated plastic. The design would come in a variety of colours matching SMEG's iconic products.
MINIMALIST
A detachable magnetic visor for uv protection
ROUND
Airflow venting
STAND OUT
A nose guard for comfort and crash safety
RETRO
A vinage strip, and sematics towards the feet design and classic text.
FINAL CLAY MODEL
The helmet shell features matte, enameled plastic and chrome plated plastic. The design would come in a variety of colours matching SMEG's iconic products.
TECHNICAL DRAWINGS
The technical drawings provide general assembly directions and material call outs, displaying some interior technology, abiding by MIPS regulations.
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