Leitz wanted to come up with a fresh unique look that also complimented the original brand design language. The new design needed to pay tribute to the previous model, while leveraging a sleek, modern design with contemporary bright colors. Leitz’s corporate headquarters is located in Stuttgart, Germany, which is also the headquarters of some of the world’s most prestigious automotive brands: Mercedes and Porsche. Esselte wanted their design to pay homage to high-end European automotive design. The design firm helped accomplished this tribute to high-end European automotive engineering with elegant, flowing surfaces and smooth curves.

The prominent, swooping, three dimensional surfaces provide the iLAM Home Office Laminator with a unique sensual shape. The upward arc on the underside and the downward arc on the top surfaces enhance the lightweight look. The slightly lowered center section visually leads the user to the main paper slot interface, enhancing the intuitive nature of the product use. The design profile uses a unique concave design with smooth flowing surfaces to make the product pleasant to the eye and touch. The high quality gloss and metallic finish highlight the form perfectly.

The shape of the iLAM Home Office Laminator is designed to communicate the simple, friendly and approachable nature of the machine to the novice users. The only button is the on/off switch on the product’s rear; this total lack of user controls on the front face enhances the product simplicity to the user. All the user needs to do is insert the item that needs to be laminated and the machine takes care of the rest. The floating lines on the top of the machine mirror the lamination process, enhancing cognitive perspective.

The iLAM Home Office Laminator combines design form, function and color at an attractive price, unlike many laminators that perform well but look industrial or that look good but lack quality features or performance. The arching concave design intuitively points the end user to interact with the main paper slot. The design form follows function as Leitz iLAM Home Office Laminator can simply be turned on and used. The unique utilization of high-impact colors makes this laminator stand out in a home office or workplace. Customers have reacted positively to the new design, increasing sales by 27% in the first year.