Durathon steam irons

Ironing Out the Details


GOOD Design Award

Our Approach

brand strategy


product design 



Hamilton Beach had plenty of irons in the fire, but the crowded marketplace wasn’t taking enough notice. Working closely with the Hamilton Beach team, CHOi’s designers created the Durathon family of irons that received a GOOD Design Award and establish Hamilton Beach as the market leader. With attention to design details, ergonomics and the development of a uniquely shaped nonstick soleplate that is ten times more durable than traditional nonstick, you can’t go wrong with a Durathon iron at your side. It simply outperforms and outlasts most irons on the market.

Detailed rendering of the Durathon Steam Iron lineup
small images of Hamilton Beach’s iron lineup and three line illustrations of iron designs that use the best features from the collective group

CHOi Design performed visual branding exercises, in-depth field research, competitive analysis, and trend studies in order to consolidate Hamilton Beach's crowded iron line up. We then identified the best features and areas for innovation, and funneled our ideas down to create a unified family of products.

two designers studying a collection of steam iron design concepts posted on a wall

As a result from the front end research and competitive studies, our team was able to create a series of concepts using the newly developed brand language for Hamilton Beach's Durathon family of irons.

exploded view of a Hamilton Beach Durathon Steam Iron


Working closely with the Hamilton Beach marketing and engineeris, we developed the most effective piece part strategy for manufacturing development. Our designer's 3D CAD files were carefully built around internal working components to ensure a seamless file transfer that the engineering team would be able to use for final production.

lineup of the Hamilton Beach Durathon Steam Iron family with a GOOD Design 2012 Award Winner badge

The final result is a suite of sophisticated, user-friendly and professional irons. The Durathon irons quickly became consumer favorites, sending the marketplace an important message about Hamilton Beach’s desire to create quality fabric care products.