Impact snapshot
- 50+ products developed together across industrial, professional and consumer ranges
- 16+ years of continuous partnership still running today
- Multiple markets Europe, United States, South America and Australia with close collaboration across the European and US teams
In a market where technology gets matched quickly and price remains a constant consideration, product quality has to be visible before anyone picks the tool up.
For Wagner, we have developed and continuously refined a Product Design DNA across more than 50 products and 16+ years of partnership. It creates a recognizable family character across the portfolio, from consumer and DIY products to professional and industrial tools.
The consistency goes beyond aesthetics. The same design principles connect ergonomics, functionality, materials, technology and overall product experience, helping Wagner turn technical expertise and customer needs into products that feel precise, durable, intuitive and professional.
The Challenge
Quality that has to be seen before it’s felt
Wagner develops tools and equipment for surface preparation, removal and finishing, from walls and furniture to outdoor facades, fences and steel parts.
Its portfolio spans entry-level DIY equipment, semi-professional spraying devices and professional and industrial machinery. With new products and technologies continuously entering the market, technical performance alone is not always enough to differentiate.
“We consider aesthetics from the earliest stages of product development because they play an important role in communicating value and building the brand. Customers choose products that address their pain points and make their work easier, and they need to recognize that value at a glance. Good design therefore goes beyond appearance – it strengthens the product’s positioning, differentiates it in the market, reinforces brand identity, and makes the product’s benefits immediately tangible.”
Paul Fally, Senior Industrial Designer
Customers make decisions quickly, whether standing in front of a shelf or browsing online. They need to recognize quality through the product itself: its proportions, handling, materials, functionality and the details that make the job easier, safer and more reliable.
At the same time, every new product needs to bring something new to the portfolio without losing the familiarity customers already associate with Wagner.
The challenge was therefore not to create a single successful product, but to build a consistent design language that could evolve across products, technologies, price points and markets.
Our Approach
A repeatable process for every new product
The Product Design DNA gives Wagner a consistent foundation. Our development process turns it into individual products.
The process is deliberately pragmatic: understand the use case, test the critical decisions, refine the function, then shape the final product.
1. Define
We work with Wagner to identify customer needs, market opportunities, technical possibilities and relevant technologies.
2. Visualize
Sketches, storyboards and quick visualizations explore how the product will be used and what could be improved before significant development work begins.
3. Get Feedback
Concepts are reviewed with Wagner stakeholders and tested with painters, contractors and other relevant users.
4. Mock Up
Fast physical models in cardboard or 3D print help us test dimensions, handling and ergonomics early.
5. Prototype
Functional prototypes are built to test the product in use, including balance, weight and core performance.
6. Refine
We resolve the functional details that affect the user experience – from spraying patterns and paint management to battery access, air and pressure management and cable routing.
7. Style
Once the fundamentals are working, the product’s visual language is developed. The form communicates purpose and quality while maintaining its connection to the wider Wagner portfolio.
8. Detailing for Production
The final surfaces and details are developed for manufacture and handed over to Wagner for implementation.
The result is a process that can be repeated across very different products while maintaining a recognizable design character.
Results & Impact
A recognizable product family
The Product Design DNA gives Wagner's portfolio a consistent character across different product types, technologies and customer segments.
From DIY tools to professional equipment, individual products can evolve without becoming disconnected from the wider range. Customers encounter a familiar design language across physical retail, professional channels and e-commerce.
Designing products that last
For nearly two decades, our work has helped create products designed to stay relevant far beyond a typical product cycle. Across the range, thoughtful design, robust engineering and timeless appeal have enabled products to remain in the market for years.
A design DNA that scales
The design principles developed with Wagner have moved beyond paint.
The portfolio already includes steam products, while Wagner is now expanding into additional home categories in the United States. The same design DNA provides a foundation for entering these new categories while maintaining a recognizable connection to the Wagner brand.
More success stories
Global Wellbeing Products Brand
VION
