American Lawn Mower Company, established in 1985, is one of the oldest lawn care products company. IN 2006 they introduced their line of Electric Lawn Mowers under the brand Earthwise.
Soon after they engaged us to design they new models as battery technology kept progressing. Throughout several years we designed hoods and a complete OEM lawn mower branded under the Homelite brand and sold a Home Depot stores.
The main challenge was the perceived value and power compared to traditional gas powered mowers and to diferientiate them from the other “plastic-toy-looking” electric mowers out there at the time.
We created two different aesthetic directions. One for Earthwise and one for Homelite. Both visual languages had to accomodate multiple lawn mower sizes and both corded & battery powered models. This was specially challenging due to the size and proportions of the battery. However, we were able to design it and seamlessly incorporate the removable battery.