The process of generating concepts of product form is studied by systematically utilizing basic creativity rules. Digital camera is chosen as a case study. The first step is the analysis of product form, in which basic elements and lines characterizing some typical products are reviewed. The analysis process finds the relationship with basic elements and lines of an existing product. The second step is a customer interview to identify the proper design language during the redesigning phase. The third step is the generation phase. By choosing the proper basic elements and using the six creativity rules, the designer can systematically obtain many possible product forms. After the expert's review, the final form is implemented as a 3D model to further improve the details of the design.