Spotlight: Beats by Dre
by Andrew Gibbs on 08/25/2014 | 9 Minute Read
Today’s Spotlight focuses on the long time collaboration between Beats by Dre, and Ammunition, a design studio dedicated to bring products and services that matter to market. Robert Brunner, founder of Ammunition, started working with Beats in 2006 after a small meeting with Jimmy Iovine and Dr. Dre.
"Beats by Dr. Dre is a line of high-performance headphones and speaker systems designed by Ammunition in partnership with hip-hop artist and producer Dr. Dre and Interscope/Geffen/A&M chairman Jimmy Iovine. Inspired by Dr. Dre’s frustration that 'people aren’t hearing my music,' the Beats team set about creating products designed specifically to support high-quality playback of popular rock and hip-hop music, and to be worn as iconic body art."
From then on, Mr. Brunner became the Chief Designer of Beats, and Ammunition created the product design for all Beats products, and created the visual design and out-of-box experience of the packaging across all categories.
With Apple’s recent acquisition of Beats, the design will soon transition to Apple’s in-house team. After the jump, see the full Beats lineup that Ammunition developed, hear what their founder has to say about working with Beats over the past 8 years, and his reflections on Beats' new future with Apple.
"The world’s most famous headphone has been completely redesigned and reimagined. The new Beats Studio® is lighter, sexier, stronger, and more comfortable, with precision sound, Adaptive Noise Canceling, a 20-hour rechargeable battery, and RemoteTalk™. It has all the energy and excitement you expect from Beats, plus a powerful, reengineered sound."
"Along with product design, Ammunition created the out-of-box experience inspired by the name and iconic shape of the Pill. Taking cues from pharmaceutical packaging, the speaker is encased in a pill-like blister pack, which gives the feeling that the product is special, rarified and protected."
Beats Pill XL
"Beats Pill XL is bigger, louder, and has a built-in handle so you can still pick up and go. This speaker is loud enough for a big room or your backyard BBQ. It connects to any Bluetooth-enabled device so you can take your music anywhere."
"The Solo2 has arrived. Beats’ most popular headphone has been redesigned from the inside out. With updated and improved acoustics, the Solo2 lets you feel your music with a wider range of sound and enhanced clarity. Streamlined, lightweight, and durable, this compact headphone is more comfortable than ever. Take your music with you wherever you go, with the Solo2."
"The next level of performance has arrived. Completely redesigned, Powerbeats2 Wireless revolutionizes the workout experience. Inspired by LeBron James, the wireless earphone brings to life enhanced performance with its sweat and water resistant design, 30ft Bluetooth connection, rechargeable battery, 6-hour nonstop playback, and Beats signature sound."
Ammunition worked with Beats to develop the packaging for the full range of Beats accessories.
Ammunition is a design studio dedicated to bringing products and services that matter to market. Founded in 2007, Ammunition is led by partners Robert Brunner, Matt Rolandson, and Brett Wickens. Their diverse team combines expertise in physical and digital product design, service design, brand identity, user experience, graphic design and packaging. They work across disciplines to transform great ideas into experiences that create an emotional connection with customers and achieve business success for their clients.