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Message Craftsman Power Tools Since the beginning of the automobile age, Craftsman tools have resided in the tool chests of mechanics, farmers, and builders across the US. The brand, favored for its rugged construction and powerful performance, added the element of mobility to its offering in 1984 with the introduction of the first cordless power tools. Twenty years later, the lithium ion battery presented Sears, Roebuck and Co. with a new opportunity to refresh the look and feel of the Craftsman line. IDEO, working with Chervon, a contract tool manufacturer, completed a redesign of a family of lithium ion battery power tools for Craftsman, including a drill, a circular saw, an impact driver, and a flashlight. Informed by comparative research and human factors observations of Craftsman users, IDEO designed the new family of tools to reflect the brand’s values. To denote quality and durability, Craftsman power tools from the 1950s were referenced in the use of die-cast aluminum and stamped nameplates, while break-resistant polypropylene and protective over-molding enable the tools to withstand Craftsman’s severe drop tests. Simplicity dominates the design language, with geometric forms and organic curves making for a clean aesthetic and comfortable handling. Performance was increased by reducing the tools’ overall size for easier use in tight spaces and corners; slim, ergonomic handles enable multiple hand positions to reduce fatigue and allow use by a wider range of hand sizes. The new line of Craftsman tools launched in the US in late October 2006, in Sears stores and catalogs. http://www.ideo.com/work/craftsman-power-tools/