HUSQVARNA

Aspire

ASPIRE

2023       

In house / Sweden

Brand Strategy
Industrial Design
User Experience    

Context

Husqvarna has provided battery-powered garden products for large gardens and towards more professionals usage. But the brand was missing on a specific vertical : the suburban consumer. With Aspire we wanted to meet the needs of those people who live in houses in suburbs with smaller gardens, lesser storage space and less access to our traditional dealers. They want garden machines with high performance and quality, but which are easy to use and store. Those users see their gardens as an extension of their living room, and also wanted their garden machinery to look good and different than traditional offering. That was the mission for the program.

INDUSTRIAL DESIGN
BRAND STRATEGY
USER EXPERIENCE

Year  2023

Role  Industrial Design Lead

Studio  Husqvarna Group (in house / SWEDEN)

aspireRailRange
New product line for Husqvarna growing target group.

Husqvarna has provided battery-powered garden products for large gardens and towards more professionals usage. But the brand was missing on a specific vertical : the suburban consumer. With Aspire we wanted to meet the needs of those people who live in houses in suburbs with smaller gardens, lesser storage space and less access to our traditional dealers. They want garden machines with high performance and quality, but which are easy to use and store. Those users see their gardens as an extension of their living room, and also wanted their garden machinery to look good and different than traditional offering. That was the mission for the program.

My role as the industrial design lead was to partner with the brand design manager to define what the range will be about. From early and extensive user researchs, to brand design strategy, encompassing user experience, industrial design, and engineering we have defined strong "design pillars" to design upon.
I, now, fully take charge of upcoming products from the industrial design part by making sure all future products follows the strategy and design attributes we have set.

Credits   Rajinder Mehra,  Brand Design Manager
Credits     Jin Sun, Qingzhuang Song ,  Project Managers

Credits    Johan Hjelm, Rose-Marie Olsson, Product Managers
Credits     Patrik Almqvist, Tor Sigurdson, Markus Hedberg, Alfred Fayos, Robert Karlsson, Surface Modelers
Credits     Huazhong Zhao & team , R&D

- For a long time, Husqvarna has provided battery-powered garden products for large gardens and green areas. With Aspire we want to meet the needs of consumers who live in houses with smaller gardens that they want to keep in good condition. They want garden machines with high performance and quality, but which are easy to use and store. Since they see their gardens as an extension of their living room, they also want their garden machinery to look good. Husqvarna Aspire has all this, says Karolina Zenk, marketing manager, Husqvarna Sweden.

 

 

 Bring your garden dreams
to life.

 
The Husqvarna Aspire™ range is a modern collection of smart garden tools and innovative solutions designed for limited storage space. Compact, lightweight, extendable and foldable, each tool has been streamlined for storage in limited spaces. And with its multi-brand battery system, they provide great power and flexibility. The smart features and smart designs integrated into every Aspire™ product make garden work easier and more enjoyable.

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Smaller gardens &
Limited storage space.

Although the Aspire products are completely new design, they are based on the proven quality and technology from our professional range. They are suitable for those who have a smaller garden and limited storage space but want products of the highest quality and also stylish design. We endeavor to provide clients with carefully crafted and conceptually appropriate design solutions. With a wide range of services, the goal is to help you build a stronger and more durable brand that radiates clarity, elegance and pride.

AspirePowerAlliance
AspireBattery

One battery for all – Powerful benefits.

The tools are powered by a battery with compatibility across 10+ leading worldwide brands for home & garden. The whole – POWER FOR ALL ALLIANCE – offers seamless flexibility within one of the largest 18V battery systems. This means, users can use the same battery and charger regardless of manufacturer and brand within the alliance. They no longer have to commit to one single brand and deal with different, incompatible batteries and chargers that take up unnecessary space and were manufactured with resources that could have been used for other things.

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Compact size. Optimised storage.

The focus has been to optimize and scale down product in size so they can be fold while taking minimal space. Wall mounted, to maximize floor space, we developped our own storage solution with custom hooks, accessories as well as a storage rail, to arrange and organize whatever users needs to store. Tidy, clean, your garage has never looked so good.

Small, compact – Tidy, always.

Ease of use has been in focus when developing the new series. For example, color markings show where you can interact with the product, such as buttons and various settings.

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When working with power cutters, safety & comfort is the main concern for the user. This solution is part of the SmartGuard™ family of products.
Together with the blade protection and the protective jacket, the face guard will ensure maximum protection and confidence to users.