Braun “What if Phone” checks all the boxes for a likeable rugged design

Rugged phones are on the top of the list of people who are in professions that carry the risk of device damage, and thankfully, there are some good options on the market. How about a niche market newbie with a well-thought out design and the potential to win over hearts?

Smartphones today are slim gadgets that have bezel-less displays and a sleek form factor. They’re designed to match our fashionable lifestyle. It has taken a long time for a monochrome display with thick bezels, a large body and a single color to evolve into today’s sleek gadgets. The next major avenue is the foldable and rollable phone. In this landscape, a designer imagines a smartphone by Braun, a company only known for its industrial product designs from the mid-20^th century with chart-topping products including electric shavers and record players.

Designer: Xie Hong Ting

If ever Braun was to jump into the consumer electronics market with its own smartphone, then the device for sure is going to be rugged and built to last a lifetime. Although it seems unlikely that Braun would make a departure from the current product lines, in concept design, everything is possible. I see the Braun What if Phone taking on the likes of Doogee, CAT, Blackview or Ulefone. This phone’s unique selling point is its compact size and slim chassis. While all the other market-leading options for rugged phones look more like an armored vehicle, this one maintains its thin style quo.

The thick bezels on the top and bottom of the screen are old school, and by common knowledge will only appeal to a certain niche section of the market. It doesn’t diminish the device’s minimalistic nature, however. One unique feature that instantly caught my eye is the hybrid shape, wherein, the top has slightly edgy corners, and the bottom has the typical iPhone 13 contour. The designer imagines the Braun phone to be draped in white, black and silver-colored hues.

The speakers are positioned at the front bottom section alongside the fingerprint scanner which lies outside the screen area. The same goes with the selfie camera which is positioned at the top middle. The rear features include the unique dual-camera lens arrangement and riveted back. This brings in a robust character both visually and functionally. The phone’s balanced design is enhanced by the addition of the yellow power and volume buttons.