Brand identity through a textile perspective: an exploration of the textile expression of Thule
Publicerad
Författare
Typ
Examensarbete för masterexamen
Master's Thesis
Master's Thesis
Modellbyggare
Tidskriftstitel
ISSN
Volymtitel
Utgivare
Sammanfattning
The stroller market is characterized by rapid development and innovation, as well
as intense competition from several leading brands. Thule Group, which has been
the host for this master’s thesis, have during recent years launched their own line
of strollers, with the aim to establish themselves on the market. Thule is a brand
with an image associated with the outdoors and an active lifestyle.
The project examines the brand identity of Thule and its design language,
focusing on the textile expression. Using Thule’s stroller model Sleek as a basis
for further development, suggestions for a future textile concept have been
outlined. These suggestions have been prototyped and applied on the Thule Sleek
stroller for concrete visualization.
The project has resulted in a few main conclusions, both concerning Thule as a
brand and baselines for future development. Suggestions for future developments
of Thule’s brand identity includes a focus on their Swedish heritage through a
concept based partly on a Scandinavian, minimalistic design language. But it also
holds an underlying focus on Thule’s products carrying a range of clever and
thought through functions, adding to the usability of the product. One single
product design can be developed to suit both outdoor-, and urban fashion
standards, considering the main aspects of the different styles in the design
process. Thereby minimizing the number of different products needed for a single
user. In future design processes the child should be considered a user of the
product of equal importance as the adult, considering aspects of comfort, cover,
and the need for a “closed space” for periods of rest, as well as other needs
identified in the child’s development.
Beskrivning
Ämne/nyckelord
Brand Identity, Concept Development, Design Language, Textile Expression, User Experience