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Struik had developed the technique for an improved version of a rotary tiller . This finely grinds rough lumps of soil so that they are suitable for use in tight, smooth planting beds. The Varix had to be marketed together with Miedema. Scope Design was asked to provide the technology with a high-tech design that would do justice to both brands.
Scope Design has made a new design based on the technical functional basis developed by Struik. With this design, a lot of attention has been paid to optimising the ergonomics, the branding of the two brands and the quality appearance of the improved tiller. The new design had to match the two different brand identities that belong to Struik and Miedema.
In collaboration with Miedema and Struik, Scope Design has explicitly highlighted the advantages of the improved design, to show how an improved design creates extra value for the customer.
With an adjustable height and round mould through which the blades cut through the soil, the crushing of the rough lumps of soil in the planting beds is improved, creating tight planting beds. When implementing functional improvements in the design, the aim was at the same time to create the highest possible appearance of the product. By applying unique branding elements for both brands, they can profile themselves in the market independently of each other.
