Western Digital brought on designer Yves Béhar and his industrial design and branding firm fuseproject to inject an entirely new design language into the storage technologies brand’s catalog of consumer external hard drives.
The core of fuseproject’s design refresh resonates with the element of tension: a dichotomy between users’ increasingly public online lives versus a securely private one. This dichotomy is manifested in a bisected rectangular block drive divided into thematic halves: a angled and textured foundation below, with a clean surface top. The Lifeline, as fuseprojects and Western Digital call this metaphorical dividing center, operates to symbolize where the social and private meet. Heady stuff that will probably go over the head of most consumers, but fortunately the clean and modern design can be appreciated solely on its aesthetic merits alone too.
An updated bright palette of six vivid color adorn the new design for My Passport drives – Black, Yellow, Red, White, Orange and Blue; the My Book in 3TB-8TB capacity has to settle for one option: black.
The design – especially in white – also unintentionally reminds us of the new Xbox One S, a gaming console with a similar minimalist case with divided halves design.
All of the newly redesign drives are available now starting at $64.99. More details at Western Digital.