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COLLEGE

for C r e a t i v e S T U D I E S

& C CS

icon for the next 90 years

KitchenAid


icon for the next 90 years


2010/2100 A collaborative project between KitchenAid Brand Design and the College for Creative Studies’ (CCS) Senior Product Design Studio.

KitchenAid +

C CS

2010

instructor / creative lead: Vincenzo Iavicoli / product design chair / ccs program coordinator / creative lead: Kevin Gilboe / senior manager, design small appliance design expert: Terry Duncan / principal, small appliances brand & public relations lead: Deb O’connor / senior manager, marketing graphic designer: Matthew Lisk

design brief The KitchenAid brand was built on the strength of enduring, iconic design. From the stand mixer, still fresh after 72 years, to the enduring architect series major appliances, we see a consistent theme of provocative designs that magically find the “sweet spot.” Students were asked to design small appliance concepts with fresh thinking, innovative aesthetic and perfectly crafted details to establish iconic visual themes for the next generations of KitchenAid products. Each student was challenged to design a family of products and relative packaging in the following categories: + Food preparation: food processor and blender + Cooking products: griddle and slow cooker + Beverage products: single-serve coffee and espresso machine


C

participants Matthew Lisk Brandon Mock Chuan Hao [rick] Wen Marc Arceo Roberto Bertran Christopher Chase Jin Young Eom Michael Harmon Hyo Ji [ heidi ] Lim David Nickless Thomas O’Connor Joseph Regimbald


concepts / Matthew Lisk

ENCOURAGE DINING TOGE THER|

As my final project at CCS, I wanted to showcase a simplistic approach to product design. My proposal for the KitchenAid brand is a new direction, incorporating the latest trends with timeless, modern design. I placed an emphasis upon organic themes and inspired functionality.

take cooking to the table.

SL AT E

KITCHENAID tabletop griddle


STONE BOWL communal cooking

MASON

KITCHENAID tabletop slowcooker


concepts / Brandon Mock In approaching the challenge of designing an icon, I wanted to create a family of products that were deeply immersed in food culture. My designs embrace the timeless beauty and craftsmanship of the KitchenAid brand with an emphasis on modern materials and enduring dining traditions.

concepts / Brandon Mock


concepts / Chuan Hao Wen Inspired by the current eco trends, I tired to represent respect for mother nature. The concept utilizes classic bent plywood manufacturing and I’ve applied it to create a unique shape, meant to be reminiscent of the growing of a tree. A new direction for the espresso machine and the KitchenAid brand.

Reusable coffee capsules Make your own special recipe Flexible coffee time


concepts / Marc Arceo When KitchenAid proposed for us to design a new icon for the future, I knew the blender was the product to change. By using a bold and simple design, the breakfast dual blender concept was the direction I chose.


concepts / Roberto Bertran My KitchenAid concept is about embracing a new look for appliances. I use high end technology to my advantage and look for new ways to innovate in the kitchen. Using new ideas, I expand on what it is to cook in modern kitchens.

,

concepts / Roberto Bertran


concepts / Jinyoung Eom

Keeping with the KitchenAid brand design identity, I proposed a new design forKitchenAid a combination coffee machine; coffee/ Keeping with the brand design identity, I proposed aa new design for a combination coffee machine; a coffee/espresso machine espresso machine and a coffee grinder. I visually approached a coffee grinder. I visually approached a new iconic theme by a newand iconic theme by using coffee beans ripening on a tree as using coffee beans ripening on a tree as inspiration. I also applied inspiration. I also applied innovative practical features for innovative and practical features for users,and packaged in a consistent design language for both. users, packaged in a consistent design language for both.

Jinyoung Eom

Jinyoung Eom

Inspiration

from Ripe Coffee

Keeping with KitchenAid brand and design identity, I propose new design for coffee combo machines : Coffee/Espresso machine and coffee grinder. I visually approach new iconic theme by using an inspiration from coffee beans , ripening on coffee tree, as well as apply innovative and pratical features for users, in same design language of two products.

Ideation with static, curlvilinear, and organic shapes, using inspiration of nature.

Keeping with KitchenAid brand and design identity, I propose new design for coffee combo machines : Coffee/Espresso machine and coffee grinder. does a coffee machine I visually approach new iconic theme by using an inspiration from coffee beans Users’ Senses? ripening on coffee tree, as wellinfluence as apply innovative and pratical features for users, in same design language of two products.

coffee machine

How How

Why does coffee machine influence

Who

What Why What

Who

Users’ Senses?

the value of gourment coffee Various Flavors of Espresso Special graphic in dispenser Special Music / Smooth Alarm after coffee brewing Visually Unique Shape Air freshener inspired from ICONICs.

the value of gourment coffee Special graphic in dispenser Special Music / Smooth Alarm after coffee brewing Visually Unique Shape

Various Flavors of Espresso

Air freshener inspired from ICONICs.

Espresso For espresso , For customized customize espresso the users insert the coffee the users insert the coffee capsules of various flavors capsules of various flavors into capsule accepter, into the capsule reciever, depending on their tasties. depending on their tastes.

coffee For Drip dripground ground coffee, which brewing premium which brews premium ground coffee. ground coffee.


Coffee Combo Sets : Coffee Grinder + Coffee/Espresso Machine

Get gourmet coffeecoffee and Insert coffee capsules into Get both the both of gourmet and customized espresso customized espresso. capsule reciever.

Easy to use control button.


concepts / Michael Harmon While doing the research for this project, I quickly realized that in the coffee world you see a lot of the same, black and silver, metal and plastic, and similar size and proportion. I felt this boring and sterile language was not appropriate and I set out to design a form and experience that would compliment the dynamic and warm feeling of making and drinking coffee.

,


concepts Hyo Ji Lim My goal for the /products I’ve designed for the KitchenAid brand was to bring families together by employing traditional asian My goal for the products I’ve designed for the KitchenAid brand was to bring cooking techniques a more userasian friendly Each families together byinto employing traditional cookingpackage. techniques into a product takes on a completely new form, encouraging everyone more user friendly package. Each product takes on a completely new form, everyone at the get involved in the process of cooking. at the encouraging table to get involved intable the to process of cooking.

concepts / hyo ji (heidi) lim

,


concepts / David Nickless With this final project I wanted to break away from the traditional food processor. The existing products have changed very little and there are apart none that really stand apart from the rest. This set of products is about breaking the mold and being able to use these products as serving dishes rather than just a tool for processing food.

,


As concepts my final project at CCS, I wanted to showcase my simplistic / Roberto Bertran approach to product design. My proposal for the KitchenAid When charged with the task to design a new icon for the KitchenAid brand, brand is a new direction, incorporating the latest trends with I immediately thought of a new cooking technique, currently only used in timeless, modern design. I placed an emphasis upon commercial kitchens. The sous vide cookers I designed would be organic one of the first household applications of the technique and also features a new, more themes and inspired functionality. , delicate design language for the KitchenAid brand.

concepts / thomas o’connor “UNLEASH YOUR INNER CHEF AND LET YOUR CREATIVITY AND CONFIDENCE COME TO THE PLATE WITH SOUS VIDE COOKING.”


“UNLEASH YOUR INNER CHEF AND LET YOUR CREATIVITY AND CONFIDENCE COME TO THE PLATE WITH SOUS VIDE COOKING.”


concepts The goal of the/ Joseph family ofRegimbald products I designed for the KitchenAid brand was to emphasize elegant forms and multifunction. I The goal of the family of products I designed for the KitchenAid brand was identified markets thatforms haveand been largely Iuntouched by design to emphasize elegant multifunction. identified markets that have and technology, namelybythe immersion blender portable been largely untouched design and technology, namelyand the immersion skillet.blender and portable skillet.

concepts / joseph regimbald

Variable speed knob

Internally powered handle is encased within a stainless shell clad with powercoated

Rubberized button releases attachments from the handle

Immersion Blender

Joseph Regimbald


Skillet/Grill

Joseph Regimbald

m Skillet/Grill ultifunctional

Joseph Regimbald

Joseph Regimbald


COLLEGE

for C r e a t i v e S T U D I E S

special thanks to Vincenzo Iavicoli, Kevin Gilboe, Terry Duncan, Deb O’Connor, and the KitchenAid brand. contact Vincenzo at vincenzo@collegeforcreativestudies.edu designed by Matthew Lisk. e: matthew.e.lisk@gmail.com


ICONS FOR THE NEXT 90 YEARS