Less, but better.


Primer helped Belkin craft an Apple Store Exclusive, All-Aluminum CLA.

The goal was to design a high-end Car Charger which was better suited for the well-heeled and the luxury automobiles they drive.


"The details are not the details. They make the design."

-Charles Eames



IDEA: Industrial design 2016

iF: Industrial design 2016


The Rules:


1.   Good design is innovative

2.   Good design makes a product useful

3.   Good design is aesthetic

4.   Good design makes a product understandable

5.   Good design is unobtrusive

6.   Good design is honest

7.   Good design is long-lasting

8.   Good design is thorough, down to the last detail

9.   Good design is environmentally friendly

10. Good design is as little design as possible


-Dieter Rams