Power tools in general are designed and targeted at a homogenous group of stereotypic males. They do this by using a design language that expresses attributes that are generally considered to be masculine, like power, strength and performance. This makes them less attractive and potentially unwanted by women and/or people that doesn’t identify themselves with that stereotype.
The target group for this product should not be the typical power tool user-group, not only because of the goals of reaching gender equality, but since more or less everyone occasionally has the need of a screwdriver in their homes - not only the heterosexual males.
shape concept and parts
how gasket colors can influence the expression
Adding some nice graphics
If I'm on the target here, my concept should fit better with the people putting together furniture than the guy working on his motorcycle..
I think it does! ;)