HOTO proves that even power tools can be design objects

If you were to walk down the power tool aisle in any hardware store, you'd probably notice that most of the products on display look a lot like each other. Sure, they all have different shapes, colors, handles, and special features to set them apart. But all the major brands seem to have hired the same designers. Or rather, they have left all the design work to the engineers. 
The Chinese brand HotoTools is trying to break the mold, literally, with a new family of tools that offer the same functionality as the competition but look good too. 
For example, the brand's 12v brushless drill and 3.6v screwdriver gun could easily be mistaken for a stylish hairdryer, while the company's manual tool sets wouldn't have to be stashed away when you have guests, as they'd even look good on a coffee table.

Admittedly, there's a reason why top power tool manufacturers design their tools the way they do, and it's ergonomics. Brands like Bosch, Black & Decker, Ryobi, or Milwaukee all tend to put usability, ease of use, and injury prevention ahead of any aesthetic choices. But while we understand this approach, what stops them from marrying function and form by creating tools that work well without looking so brutal, sharp, full of edges, and clearly biased towards what the brands think their audience of predominantly male tradespeople would like? 

HotoTools, on the other hand, is trying to set a new trend by demystifying "good looks" in the power tool world. We haven't tested them yet and can't vouch for the experiment's success. But one thing is already clear: Hoto is targeting do-it-yourself enthusiasts and the Sunday-home-improvement crowd with these tools. Considering that the big brands have reserved some of their most ill-conceived products to this same tier, we think Hoto has a good chance to succeed in a market and in a price range dominated mostly by plasticky, bulky, and design-averse entry-level devices.