Industrial design is meaning wtih materialization of people's and ambient's different problem's solutions, made with a comprehensive and practical form of expression and realization. The concept in design is related to an idea linked with carateristics of the problem previously studied. The conceptualization is the proccess of exploration and defintion of the product's form and shape, wich has to be strongly bonded to the user's needs or desires. The form expresses specific charasteristics through its meaning, its ideas, its context, its emotions, in a sort of aesthetic speech, where the shapem volume, colour, texture, materials, finishes and manufacture proccesses has to be all fully related to the brand's corporative values too.