Consumer

Power Tools

Craftsman - Cordless Power Tools

Reinventing a Brand

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Drill

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Impact Driver

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Circular Saw

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Jig Saw

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Battery placement was optimized to deliver balanced weight distribution for precise one-handed operation while allowing tools to stand upright when not in use.

Battery placement was optimized to deliver balanced weight distribution for precise one-handed operation while allowing tools to stand upright when not in use.

Reciprocating Saw

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Battery Charger

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Final 3D Renders

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Initial 2D Development

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Physical Models

Physical Models

Render Line Up

Craftsman - Cordless Handheld Power Tools

The Design Challenge -

Reinvent Craftsman’s line of cordless power tools by leaning into American tool heritage to deliver comfortable, durable, and customizable products with real value and a cohesive brand identity.

The Design Solution -

We established a unified family aesthetic by integrating die-cast components and a signature "power band" around the battery and motor for clear visual directionality. Strategic battery placement optimizes weight balance for precise one-handed operation and upright standing, while generous soft-touch overmolding provides superior grip and damage protection. Tool personalization was introduced via a dedicated name badge, while specialized enhancements—such as a reciprocating saw featuring a uniquely angled motor for ergonomic comfort during prolonged use and built-in top blade storage—further maximize practicality.

Industrial Design developed for IDEO. Final 3D Surfacing by Greg Cerny/Tact Product Development.

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