Mobility Solutions is by far Bosch's largest business segment. The company commissioned us to develop a standardised packaging design for all markets. However, the term design falls short. Design system describes it better, because it is not possible to simply create a design for more than 650,000 SKUs. In the large-scale design programme, we looked at customers and their purchasing and decision-making patterns. How does Mr Müller find the windscreen wiper for his VW Golf III at the DIY store? How do we make sure that mechanic Claudio fits the right brake pads for the BMW M3? What information is important? In which order are they called up? What added value is relevant? The design requirement was to integrate orientation into the design in a targeted manner. Structured orientation is a clear added value of the new Bosch packaging design.

Singularly packaged first-class quality

Bosch products are indeed used globally. Local conditions vary greatly and are reflected in the product range policy: purchasing power is higher in Europe than in emerging markets. In South America and India, vehicles are used longer and more intensively than in the USA. Then there are groups of buyers worldwide who have particularly high quality requirements, for example for competition vehicles. The task was to design 3 product lines with individual performance parameters. However: All lines are based on a coherent, emotional visual language. 3 lines in a coherent visual language? That's like squaring the circle. How can this be solved this successfully?