Working with the promotional product company LEEDS, the aim of this project was to create a promotional soft product based on the form language of a chosen brand within a given demographic. This was a study in understanding a Tag Heuer as a brand: its target demographic, its language, its image, etc, and then applying those findings to a product typically outside their range. It was particularly challenging to translate Tag's high-end brand into a low-end promotional product. The final prototype was manufactured by LEEDS' factory overseas.
My group of three chose the watch brand TagHeuer for our 'high-end, Active Sport/Urban Metro' demographic. We designed a computer case in which the laptop can be easily used in a public space without removing it from the bag.
Designed in collaboration with
Drew Hendrickson and
Eamae Mirkin.
