In the field of kitchen appliances the Identity Collection would be a prime example of a project with Braun that aroma:id was involved in to a great extent. The collection's slogan "Unmistakably you. Unmistakably Braun." describes the significant Braun design as well as the manifold possible applications the user can choose from. The Identity Collection impresses with a smart and powerful performance which is also reflected by its design. The design task of aroma:id was to translate the performance and the numerous functions into a compact and elegant design which is characterized by ergonomical and intuitive controls that are suitable for users with varying user behaviors. Therefore, the design of the entire collection is marked by a compact integral product architecture that exudes a subtle elegance with its material combination of black glossy plastic, a synthetic transparent BPA-free material and premium controls made from stainless steel.
One of the many products that aroma:id worked on extensively is the Food Processor FP 5150. Picking up on the iconic racetrack shape the integral architecture gives the appliance a very compact look. The slightly widened base secures a solid footing even when the appliance is rotating on the highest level. The concavely shaped base hides the air vents for the motor unit in the fillet that accrues on the main body. The prominent control elements are the subtle ergonomically shaped handle of the removable container that integrates into the motor unit and the sophisticated rotary controls made from brushed stainless steel. Despite of the manifold setting options the controls are very neatly arranged and allow for a quick and intuitive operation.