Proud as Bertha
Vision car concept with pride and empowerment as its emotional foundation
Februar 2024
in Cooperation with Mercedes Benz
with Celina Tönnies, Jacqueline Mohr, Josta Mojeed, Lena Hacker, Lissy
Sue Krohmer
Concept, Identity, Editorial, Communication
Study project
Thinking
Bertha Benz’s proudest moment was probably in August 1888, when she made history with the first long-distance car journey ever, ushering in the era of the automobile. Despite her pioneering role, today’s statistics show a gender gap in (luxury) car purchases: the Mercedes CLS is bought by men 87.7% of the time and by women only 12.3%. Our vision car concept aims to break away from outdated stereotypes and targets a group often neglected in the automotive industry: women. We want to revive Bertha’s pride to create a car for everyone that celebrates the small, everyday achievements.
Seat
The redesigned car seat promotes two emotions: The slim, upright backrest encourages a proud sitting posture, while the embracing "wings" at the hip area provide a sense of security and comfort.
Tangible, individually designed embroideries convey affirmations and words, gently reminding you of their message. Even though they are small, their significant impact as a "Hint of Luxury" contributes to the overall experience.
Pattern
In a time of constant change, the pattern — inspired by Art Nouveau — returns to crafts(wo)manship and aims to integrate art into everyday life. The iconic Mercedes-Benz star is reinterpreted and placed at the center of the organic, dynamic composition.
Lever
The proudest moment of all: starting the car. With a lever on the center console, we put this moment at the center of attention. Inspired by the patent for the first Mercedes car, it reinterprets this heritage. The lever is shaped to fit comfortably in the hand, making it clear: this is where my hand belongs.
Lighting
Flipping the lever triggers an energetic play of light inside the car as it starts, visibly bringing the vehicle "to life."
5 Golden Rules
To provide Mercedes with a "take-home message" for further use of our concept ideas, we have summarized everything that "Proud as Bertha" stands for in 5 Golden Rules for Design: Proud as Bertha stands for empowerment, evokes a feeling of security, envelops with powerful energy, is characterized by exquisite details, and enriches the lifestyle.
Menu Card
The exquisite menu card serves as an invitation to customers. It sparks curiosity about the upcoming collection and introduces the special collaborations with renowned female designers that are part of our concept.
Coffee Table Book
The coffee table book enriches everyday life as a "hint of luxury" and statement piece, going beyond the boundaries of the vehicle. It offers insights and background information on carefully selected details, which can be individually curated.
Campaign
To transfer Bertha's pride into everyday life, we designed a campaign that creates interest and awareness for the topic.
Who did what?
Celina Tönnies, Jacqueline Mohr, Josta Mojeed, Lena Hacker and
Lissy
Sue Krohmer
Cencept, Seat Design (and Rendering) by Lena Hacker, Lever design
(and lever sketch) by Celina Tönnies
By me
Concept, Campaign, Pattern Design, Coffee Table Book and Menu
Card