Studio Kevin Shek designed a new blender concept for the sublabel brand Dolce Stil Novo by SMEG. This label targets on “home professionals,” who are using professional kitchen appliances for their homemade dishes. The target group takes home cooking very seriously when it comes to preparing traditional meals. The new product range respects the process of cooking meals and offers professional tools to make this faster and easier.
The new Dolce Stil Novo product line entirely deviates from the traditional 80’s appearance. This appearance does not fit into the new design range of Dolce Stil Novo. Our take on the blender design was to combine the new aesthetic with some elements from the authentic SMEG design.
The target group is so-called “home professionals” from around the age of 35 till 50. Breakfast, lunch, and dinner are the most important moments of a day to be together with the family, like in the French and Italian culture. They are career orientated and having a good work-life balance developed throughout the years. Cooking and preparing food is a lifestyle, than just a need. They appreciate high-quality products for everyday life and know what technics they use to prepare a good meal to enjoy.
The final blender concept is suitable for both home -and professional kitchen usage. At restaurants, the blender is part of the essential tools of the chef. He or she can trust on the quality of the product.
The primary color of the blender is black, and other colors like blackish olive, dark purple and slate green is to expand the product identity. The body will be made from Polyamide plastic with a matte finish and stainless steel. These materials are impact-resistant and suitable to use for the long term.The speed of the blades can be adjusted with the touchscreen control. For example, speed 1 is suitable to grind ice (10 000 RPM), speed 2 to puree vegetables or fruit (15 000 RPM) and speed 3 is for fine textures, like smoothies and cocktails (23 000 RPM).
The blender contains a powerful 2 horsepower, 1,500 watts engine. The blades can become blunt after over time, however it’s possible to replace the blades or sharpen them.
The capacity of the jug is 1.8 liter for large portions and the 800 ml cup for small portions. Both come out of the dishwasher dry, because of the higher heat capacity of the glass. The glass is strong enough to withstand the power of flying ice cubes and hard vegetables.
Product state: Concept Design
Client: SMEG (conceptual)
Industrial Design: Kevin Shek
Brand Direction: Kevin Shek