project detail
14 weeks project，
Spring 2020
Special thanks to:
Heidrun Mumper-drumm
Jonathan Abarbanel
the squad
Xinyi Ren ( Product Design )
Ken Chen ( Product Design )
Krishna Rammohan ( Product Design )
Leia Zhao ( Interaction Design )
the squad
Xinyi Ren ( Product Design ) Ken Chen ( Product Design )
Krishna Rammohan ( Product Design ) Leia Zhao ( Interaction Design )
Sponsor
Coleman
Coleman Company, Inc., is a brand of outdoor recreation products, especially camping gear, owned by Newell Brands.Celebrating 121 years of history, the brand name synonymous with outdoor fun.
Life Without Plastic
Sustainable product redesign Branding for next-gen
Coleman's original products are passed on for generations. The memory beneath the product itself calls back the happy time ourddor shared with friends and family. People are longing for vintage Coleman products as they are more attached to it.
We believe Coleman’s main
mission is to flourish a
beautiful relationship between
humans and the great outdoors.
in 5 years
Outdoor
Millenials
Born
1981~1996
Outdoor
Gen Z
Born
1995~2015
The future customer
They are more accustomed to the
experience economy,
willing to
meet other fans of the brand
and share the experience in
Belonged community
Outdoor new-gen not only pursuit technology and functionality, but more importantly
express their beliefs and values through the brands.
they are especially
emotionally attracted to products that aged beautifully.
A media to carry beautiful memories.
Eco-consciousness is deeply rooted
in outdoor brand trend
bridging the
urban-outdoor
lifestyle
The Outdoor Industry Association estimates that around 34% of outdoor consumers live in urban- ized areas, and that ratio will continue to grow with ongoing urbanization trends.
Many urban-dwelling outdoor consumers weren’t raised on traditional outdoor activities and don’t define themselves
as “outdoorsy.
sharing economy, athleisure and product versatility
Sharing economy, rental business, thrift stores... Athleisure, “durable goods” and versatility trends are changing how and why consumers buy out-door goods. It is considered to be a new way of a sustainable lifestyle and responsible consumption.
cause-marketing and brand activation is new advertisement
Heritage, values, authenticity, and cause are increasingly important parts of the brand experience.
Successful outdoor brands are amassing thousands of dedicated followers with honest authentic and transparent content. Consumers are willing to get on board with and support cause-related programs.
“recreafted” & “repurpose” is adding value to aging product
It is no longer a shame to repair or repurpose a product. It is considered an act of creativity and adding emotional attachment to the product.
People are enjoying recraft vintage and longevity product that age gracefully.
Product Analysis
Key Findings
Product
Direct Competitors
Branding
Drinkware
Market
Design Goals
Design Solution
-
+
LCA analysis
Starting with the LCA (Life Cycle Assessment), we understood the pollution and hazards that occur at every step of the production process.
non-recyclable
- solely crude oil based product
- impossible to recycle due to structure
- short lifecycle of 2 years
Similar product exist within brand
Storage / portability
- bulky & take space
- large size difficult to carry around
Versatility
- size variation fits dynamic lifestyles
- dual function as drinkware or beverage cooler
made for durability & personality
Premium drinkware are taking over the market, with more expressive design look and made for longevity.
A brand of nostalgia
As a camping brand , generations shared loving memories with family and friends using Coleman.
Innovative leader
As a brand of 121 years history, Coleman has launched innovative products that lead the markets.
Raising awareness of healthy hydration
Stay hydrated is the new health code. Gen Z chooses more bottled water over beverages.
Sensorial Experience
They care about drinking temperature and taste. They prefer certain brands because of the water taste.
Feeling insecure about water safety
They are concerned about water quality and toxic medals in their drinking water.
01/ eliminate plastic use
02/ catapult a powerful brand
03/ visionary drinking experience
Can we enhance sensational experience with simplified/new functions?
Can we create a sharing economy service to build a stronger brand image?
Can we introduce responsible behavior to the customers through this product?
simplicity
versatility
longevity
circularity
social impact
Goals
Eliminate plastic use
Reincarnate a powerful brand
Create visionary drinking experience
through
sustainable & ethical production
cause activation & brand storytelling
innovation on sensorial water drinking experience
Touch Points
Sub-brand
Product
Website + App
If we want to enjoy the
great outdoors in the future
we must create a circular
economy starting today
Branding
Introduce the strategy that we vision to make Coleman greener.
01/ Brand strategy overview
02/ Visual Design Language
03/ Coleman Cocoon
A New Family of Water
Vessels for Coleman
Collapsible material and structure
Dual Function
Add-on handles and rollers for easier portability. The party size is 5 gallons with the same collapsible material for easy storage.
This size could function as both a cooler and a water carrier. the harmonious look makes it possible to use at home.
Coleman Cocoon
64oz / 2 gallon
Customizable Carrying Options
Hand straps are removable and adjustable by carrying preferences.
Coleman Cocoon
24oz
Personal sized bottle
By folding and fix the collapsed bottle with the hand strap, the bottle is handy to put in a backpack.
Sustainable Material
Promote Urban-Outdoor lifestyle
Website & App
Connect product's lifecycle
with service & campaign
re-enhance brand mission
Share your Coleman moments
Allow user to share their coleman moments and stories to the community.
sustainable campaign
Join Coleman Circular to take actions and making impacts on the environment.
re-enhance brand mission
Share your Coleman moments
Allow user to share their coleman moments and stories to the community.
Customize Your Bottle
to Your Lifestyle
pop-up
events
Users can make RSVP on events such as refurbishment shop at the Coleman store and music festivals.
DIY your product
the designed product could be customized easily
Made to order
Coleman recycle
worn out part
at drop off location
Coleman Circular Store revealing the manufacturing process for the consumer, and consumers can drop off their cap and filters at the store for recycling.
Coleman concept store interior inspiration
Made to order web flow
drop off web flow
when it is no longer able to use?
Don't worry!
Coleman recycle
worn out part
at drop off location
just find your nearest location online
The selected material we chose are made to be recyclable or refurbish-able.