BMW Visual Brand Language – The iBottle
taking the ordinary to a stylish and adventurous new level
Role
Individual Project
Industrial Design, Visual Brand Language,
3D Modeling & Rendering, Design Research
Timeline
2 Weeks
Spring 2019
Tools
Fusion 360, Adobe InDesign
The Design Challenge
How can I design a water bottle using the visual brand language of an automobile brand?
The Product
I chose the BMW i3 and m series cars as inspiration to design merchandise, a water bottle.
I wanted to better understand the BMW cars and image, specifically the i3 and m series. I researched BMW’s website, various car blogs, and reached out to a couple current i3 car owners to talk about their experiences driving and owning the car as well as the impressions they had of the i3 prior to buying it.
Some main points I learned from my research about the BMW i3 series:
• All electric, eco-friendly
• Sporty, emphasis on performance
• Uses natural materials
• Frozen Blue color accents
• Special logo in addition to the traditional BMW logo
Mood Boards
Concept Goals
I created mood boards and collected samples of the BMW cars with different colors, with pictures of both interior and exteriors, after researching and learning more about the visual brand language of the BMW i3 and m series cars. I wanted to design an everyday water bottle that conveys these concepts.
What I learned:
• Conveys sportiness, mobility, and an image of being durable and strong, with power and attitude.
• Minimal but eye-catching
• Modern; shaping and changing the world
• Catchphrase “Electrify Inspiration”
What I wanted to achieve:
• Great mobility for everyday use regardless of occupation or activity
• Used in any setting from the gym and hiking to a table in a tech office
• Easily openable while driving, good for commutes
• Fits BMW standard cup holder dimensions
Final Rendering
I created two water bottle renderings using Fusion360.
The blue one is modeled after the brand language of the BMW i3, and the red is modeled after the BMW M series.
