Jeep x Raizes
JEEP x Raizes
A visionary 2050 concept that redefines Jeep, expanding its identity beyond transportation.
Built on Jeep’s core strengths, Raizes focuses on the future of agriculture, seamlessly blending heritage and forward-thinking innovation.
The name "Raizes," meaning "roots," reflects a respect for heritage and a commitment to connecting people with nature and their communities. This concept aims to revolutionize farming, enhancing efficiency and sustainability while staying true to Jeep's adventurous spirit.
My role:
Concept Ideation, Design Research, UI/UX,
Design system, Storyboard, Persona, Wireframes, 2D and 3D prototyping
Team:
Shiuli Chakravorty (UI/UX designer), Adeline Greenleaf (Architectural designer), Milos Delic
and Rafael Ceron (Industrial Designers)
Corporate Sponsored Project with Jeep
Year: 2024
🏆 CHALLENGE
By 2050, we will face significant resource challenges, from water, gasoline to energy, and people will increasingly value sustainability and high technologies that help them thrive in a changing world.
In 2024, as we design the Jeep 2050 concept, we’re focusing on creating a vehicle that not only fits into this future but actively supports it. We’re prioritizing sustainability, self-sufficiency, and eco-friendly innovations to help users thrive in a resource-conscious world.
📍 TARGET REGION - Minas Gerais, Brazil
Key role in coffee exports
Largest coffee producer in the world.
Coffee Entrepreneurial hub
Challenging landscapes
👁️ 2050 VISION
HERITAGE
Represents Jeep’s connection to its roots, with a focus on Brazil's coffee farming heritage.
CONCENTRIC
Symbolized by circular design elements in the vehicle and architecture, representing unity, focus, and harmony.
SENSORY
Focuses on immersive touch controls, connecting to the sensory experiences of coffee, like smell and taste.
🔍 THE SHIFT TOWARDS 2050
🎨 MOODBOARD
👤 PERSONA
💡 JEEP RAIZES KEY FEATURES
Neuro Sensory Ring + AR Embedded Lens
Neuro-Sensory Ring provides real-time alerts and updates on farming tasks through colored LED lights, and also functions as a car key for vehicle access.
AR-Embedded Lens offers an augmented reality interface, displaying essential information directly in the user’s field of view, enhancing productivity and connectivity on the go.
Water Harvesting + Beanalyzer
The Water Harvesting Feature collects and filters rainwater, storing it in both the Command Center and the vehicle for sustainable use, such as brewing coffee. The built-in coffee analyzer brews and provides detailed insights into the beans' origin, flavor, and quality.
Autonomous Mode
Allows the Jeep to drive itself, enabling users to focus on other tasks while the vehicle navigates to its destination. This mode enhances convenience and efficiency, particularly during long trips or when managing farming tasks on the go.
Cabin Rotation
Cabin rotation system helps users navigate tight spaces, making it ideal for farms and cities with limited space. This innovation allows for more efficient maneuvering in challenging terrains and narrow areas.
Command Center
The Command Center features a Farm Monitoring Station for real-time data, a Collaboration Space for team coordination, and a Lounge Area for relaxation, providing a multifunctional hub for work and rest.
🛠️ NEURO SENSORY RING + AR LENS
Productivity at Your Fingertips
The AR ring seamlessly blends productivity and mobility. With simple hand gestures, users can track tasks, view calendar events, and access navigation cues—all enhanced by AR lenses for an immersive yet minimal interface.
Doubling as a car key, the ring unlocks and starts the vehicle with a gesture, with built-in LED lights providing real-time feedback.
Stay connected, productive, and in control—effortlessly.
💧 WATER HARVESTING + BEANALYZER
Water Harvesting
Overnight, the command center collects and filters rainwater. The system channels rainwater into dedicated storage tanks, where it’s then purified to ensure it's clean and safe for use.
This promotes sustainability and maximizes resource efficiency by turning rainwater into a valuable source of eco-friendly and portable water for daily needs.
Beanalyzer
Moreover, users can handpick their own beans from the farm and brew them using the integrated machine.
The machine brews the coffee and analyzes the beans, providing detailed information about their origin, flavor profile, and quality.
This feature is ideal for Jeep enthusiasts who want a personalized coffee experience on the go, while also gaining insights into the beans they’re enjoying.
⚙️ VIRTUAL CONTROLLER: TRI-MODE MOBILITY SYSTEM
🧑💻 COMMAND CENTER
📚 STORYBOARD
🟢 STYLE GUIDE
🗨️ PRESENTATION WITH JEEP AND STAKEHOLDERS
🧠 WHAT I LEARNED
The Jeep Raizes project taught me the value of interdisciplinary collaboration, working closely with the architect and industrial designers to create a cohesive, future-ready vehicle. I gained insights into integrating sustainability, such as rainwater harvesting, eco-friendly materials, and a wireless electric charging system.
I also learned how to incorporate high technology like autonomous mode, smart ring, and AR lenses to enhance user experience, providing intuitive, real-time updates. The user-centered design focused on a coffee entrepreneur persona, shaping features like the rotating cabin and exhibition mode to meet their needs.
Additionally, I gained hands-on experience in client communication, reporting project progress, and incorporating feedback from real-world stakeholders. This taught me how to refine concepts based on client input and align design decisions with both business goals and user expectations.