To revive a brand as historic as Braun is a privilege. But the richness and strength of history also creates a dangerous amount of options. The choices and options enabled by it are immense.
The key to getting it right was, as ever, to start with the discipline of consumer understanding.
By diving deep into the lives of young people around the world we uncovered a desire for design, driven not only by the aesthetics, but by the need to declutter and find a way through overchoice, to what really mattered.
By digging into the full history of Braun, we found that Dieter Rams had already thought about this need, years before it hit the mainstream. A philosophy before its time, had finally come of age.
Our task was to connect those two things - the consumer need and the right part of the heritage we had identified.