Role:

Design and Business Strategist

Project Description:

Iconic Luxury Homeware Brand, Chilewich, presented my team and I with a design brief asking us to offer business strategy and creative product direction towards how the brand might appeal and connect with younger generations of discerning consumers. Chilewich acquired our services to determine how the brand could most effectively showcase its distinctive and durable products in ways that resonates with digital-first audiences.

Challenges:

Maximizing the market power Chilewich already possesses within the Baby Boomer and Gen X demographics in order to successfully create products and strategy that leverages this buying power and transfers it to Millennial and Gen Z Demographics was the primary. challenge. Balancing company’s financial and material resources throughout our research process in determining sound financial projections, budgets and strategy with measurable, generational return on investment was the auxiliary challenge.

Outcome:

Creation of Chilewich Baby, a baby product line maximising Chilewich’s iconic, sustainable, durable, Terrastrand materiality. This product iteration tied together the key research insight bridging Chilewich consumers and younger users; Chilewich products are largely gifted, as are baby products. Diffusing the products into this generation of parents with their children allows to maximize Chilewich’s mission of providing quality homewares designed for decades of use. Our highlighted product, The Chilewich Bib, lays at the intersection of luxury and accessibility with limited production and prototyping costs complimentary to both the intended user market and Chilewich’s budgeting and strategy goals.