LUPINE TRANSFORMERS PROJECT
| Title | LUPINE TRANSFORMERS PROJECT |
| Brand | LUPINE LIGHTING SYSTEMS |
| Product/Service | LUPINE PIKO |
| Category |
F01. PROMOTIONAL ITEM DESIGN & PHYSICAL BRAND COMMUNICATION |
|
Entrant Company
|
PIXELPARK Munich, GERMANY
|
|
Advertising Agency
|
PIXELPARK Munich, GERMANY
|
Credits
| Stephan Ganser |
Publicis Pixelpark |
Executive Creative Director |
| Manfred Feiger |
Publicis Pixelpark |
Creative Director |
| Maja Lindemann |
Publicis Pixelpark |
Art Director |
| Niklas Paul |
Publicis Pixelpark |
Junior Art Director Digital |
| Maximilian Schmid |
Akademie Der Bildenden Künste München |
Product Designer |
| Heidrun Patzak |
Publicis Pixelpark |
Editorial Journalist |
| Maximilian Rösler |
Publicis Pixelpark |
Production Manager |
| Urs Greutmann |
Akademie Der Bildenden Künste München |
Supervision |
| Carmen Greutmann/Bolzern |
Akademie Der Bildenden Künste München |
Supervision |
| Stefan Pulster |
Publicis Pixelpark |
Producer |
Brief Explanation
Quality lovers and technical geeks who are able to spend 300-700 Euros for a Lupine lamp simply do not know Lupine, because the outdoor sports scene might not be relevant to them. But more importantly they could shrink back from buying a Lupine light because the noble piece ends up in a drawer. So our objective was to free the Lupine from the junk drawer and make it more relevant in everyday life.
The Brief
Lupine manufactures the brightest and most expensive torches and bike lights for outdoor experiences. Up to 700 Euro is ok for professional and semi-professional heavy users. With extremely long lasting products and a key market which is almost saturated with Lupine products, the client asked us: how can Lupine become more relavant for a wider range of customers?
How the final design was conceived
Knowing that communication alone cannot meet this challenge we decided to transform the product. In a collaborative project we developed a very simple supplement which transforms the Lupine torch into a design piece of daily use - making it relevant for new, design-oriented users. Getting a wide range of ideas, we exposed them to our facebook users to support the final decision. The final design was then prototyped and optimized. The result was a simple promotional item of just a frew Euros which could be used with all kinds of Lupine lights and transformed them into a beautiful indoor lamp.
Indication of how successful the outcome was in the market
The Lupine Transformer Project stimulated a new discussion outcome was in the market about the brand and its products. It engaged people far beyond the outdoor spots scene and has been featured in famous design blogs and magazines all over the world.
The facebook community also shared their ideas, to help us make our products more relevant in every aspect of the product's life.