Rheo Sense, Inc. of San Ramon, California, a leader in biotechnology, pharmaceutical, and the emerging protein therapeutics industries has introduced the Machineart designed VROC Initium, the first truly automated, high throughput viscometer. Machineart developed the Initium’s physical design, its distinctive brand appearance, and optimized component organization for easy operator work-flow and servicing tasks.

Rheo Sense’s technology measures fluid viscosity, essential in the production of complex liquids and helping achieve cost-effective flow and material characterization. Applications include development of Biopharmaceuticals, Petroleum, Inks, and Rechargeable Batteries.

RheoSense Newsroom Image (560x258px 150dpi)

A visual goal, as defined by Dr. Seonggi Baek, CEO & President of Rheo Sense, was to achieve an “advanced” look. Machineart added a second visual characteristic of “precision” to communicate smaller, smarter, and faster fluid sample characterization and accuracy. The VROC Initium is the only product of its kind and the resulting design communicates advanced precision through its simple volumes, crisp edges, inlaid matte aluminum details, and light, clean colors. The design distinguishes the RheoSense brand in the lab environment and succeeds in establishing a new product design language for Rheo Sense.

In addition to developing a new visual identity, Machineart designed all the individual plastic and metal exterior components as well as many of the internal chassis components and mechanisms in support of RS mechanical engineering. The Initium is designed for low volume production, utilizing urethane plastic castings and fabricated aluminum assembl­­ies.