WINTER 2020

PRODUCT DESIGN AND CREATIVE INNOVATION

MAHNOOR NADIR
W9142807
CREATIVE RESEARCH AND IDENTIFICATION
Osprey is a home built brand started in California in 1974. It takes pride in crating innovative fabrics and backpack
structures. They take a pioneer approach to their creations. The same attitude is emulated in their communication
to their target audience whom they perceive as adventurers, discoverers and of course pioneers. At the heart of
their brand is also functionality, utility and a sense of consciousness when it comes to nature.
 BRAND UNIVERSE

A consciousness
Outdoors Adventurous
of living

Nature
Travel Freedom Functional
conservation

Citizens of the A Sense of Liberation from

Utility More out of little
World Discovery material needs
FAIRVIEW 40
 THE TARGET MARKET

• 18-35 year old's

• Adventure Seekers (Not thrill seekers)
• Digital Nomads
• Remote Workers
• Full time travelers
• Minimalists
• Practical but want aesthetics
• Simple but rich life
• Frugal but not cheap
THE CONVERSATION AROUND WHEELED BACKPACKS
 THEIR STRUGGLES

Don’t like to check-in baggage Current options require compromise on either comfort, Overhead Carry vs. Under the Seat
weight or convenience (Needs to be squishable)

Need the freedom to switch between Frugal - (Don’t want to go over the baggage limit)
transport modes
COMPETITION

Brand Landscape
COMPETITION

Converter Concept
Why Osprey?
 Why Osprey?

Carabiners on 4 corners

Back Zips Shut Handles on Side

PRODUCT IDEATION

Initial sketches
 VAGUE BEGINNINGS

Here’s what we knew:

- Collapsible & mobile

- Take inspiration from the
design aesthetics of the
parent brand
- Have additional utility
 TAKING SHAPE

The bigger picture The important details

PRODUCT IDEATION

Model Making
PRODUCT IDEATION

Refinement
THE HANDLE
 FINAL STEPS

Loops around the wrist Grooves for fingers

 LEVEL 2.0

Complete Look Collapsed into Case

FINAL FORM
 3D RENDER

Carabiner for added utility

Strap for added

comfort and control

Interlocking
mechanism on the
inside to collapse and
un-collapse Size adjustable beams
Nylon Fabric and foam body
Similar to Osprey
POSTER
WINTER 2020

T.HANKS

MAHNOOR NADIR
W9142807