Patagonia Brand Analysis

OUTDOOR FOOD STORAGE REPRESENTING THE PATAGONIA BRAND LOGBOOK Tristan Brown / Student ID: 160224397 / PD32APE / 14-01-2020

20

- PERSONAS ”

PTU RE THE MOIM E N

“GET WO K E OOD ” YW

ALEX HE

NG

CA

“

OR THE F S I E LIV LIF “ I N

HEIKKI JUR GE

NELLA LUC O T N A E

T” BIO

BIO

BIO

GOALS

GOALS

GOALS

LIFE

LIFE

LIFE

PRODUCT REASONING

PRODUCT REASONING

- Highly functional

- Live a healthy lifestyle

Age 30 Florence, Italy Travelling Photographer Salary: 30,000

- Raise awareness of anaimal edangerment - Circulate photography as widely as possible - Inspire others to connect with nature

For her job and to fufil her goals, Antonella travels a lot with her partner. She enjoys skiing but also visit warmer climates, so needs versatile equipment.

PRODUCT REASONING

- Versatility - One of a kind items - Sentimental

Age 34 Vaasa, Finland Engineering consultant Salary: 70,000

- Climb mount Kilimanjaro, in the next 5yrs - Try as many outdoors activites as possible - Start his own company

Heikki works a typical 9 to 5 with good holiday, his pay allows him to take his entire family on expensive adventure holidays every year.

Last year they went on a safari in Africa.

- Neutral Tones - Wear on anything

Age 27 Oxfordshire, UK Software Programmer Salary: 40,000

- Be sustainable - Keep up with fashion trends - Individuality

Alex spends a lot of time behind a computer, so likes to do outdoor stuff with his fiance. He’s been on many hiking holidays. He likes to buy populkar branded advnture gear.

- Well branded - Put less strain on the environment

- FRAME OF REFERENCE Heikki likes practical items, which this Patagonia Down Jacket is. It’s designed as a midlayer for multiple conditions. Especially suiting the dry cold climate of his home country Finland.

The jacket features are sensible and uses sustainable goose down and a recycled outer fabric. The jacket only shows flare in terms of colour, which doesnt effect praticality.

Antonella is a professional travelling photographer. This means she needs the best camera equipment and needs to be able to move it to far out locations. Her ideal product would be a camera bag, that maximises on durability and function. She tends to get attached to kit, so the longer it lasts the better.

Alex likes the outdoor look more than its practicality. He typically goes on easy to moderate hiking trips in england.

Apart from a good waterproof very little gear is needed for him. His perfect item is a patagonia beanie or checked shirt, which is a hipster look.

- CONCEPTS

From the personna research the product should major on practicality, sustainability and durability.

Patagonia branding should be included, it should vary in colours (specifically using ones present in nature i.e. wood, greens and blues).

Unless relevant to the function features should be excluded.

- DEVELOPMENT

A to-scale card model of the bowl design was created. The findings were: - The product needed a flat bottom, to allow it to freely stand - The item being a chopping board as well wasnt necessary - The inner dividers should be connected on one side - It should be made of a heat resistant material

Development of the bottle and snack holder shape. For both designs a soft fabirc or silicon form was chosen.

This forfilled the personna specifications of being packable.

A model to test how the bottle would attach to the pack and straw length required.

The findings were: - The straw’s ideal lenght was 12 cm - The pack would need a stopper, to prevent liquid coming up the straw if squeezed - The most comoftable spot was having the bottle inline with your pecks -The attachment for the bottle should be able to along the strap

- Patagonian Bottle A rollable, collapsible bottle made of recycled coat fabric. That fits into a mesh pouch connected to a backpack. The detachable heads allow you to switch between a straw that can be used on the move. Or a standard sports bottle top.

- Trek Snacks A computer controlled snack dispenser, with a soft recycled fabric pouch, allowing it collapse.

It rations snack on long adventures, so your trail mix doesnt go out in the first 30 mins.

Ready to dispense

Wait 30mins

Empty, Refill

- Filo Plate

Finally a bowl that folds completely flat, developed to fit your hand perfectly. Allowing you to eat out an about whether that is round a fire or hiking up a mountain.