Baxter Storage Collection
Traditions refreshed.
THE CHALLENGE: CREATE A NEW LINE OF STORAGE PRODUCTS, USING FAMILIAR MATERIALS AND MANUFACTURING METHODS THAT BLEND TRADITIONAL LOOKS WITH UPDATED DETAILING. ENSURE THE DESIGN IS CAPABLE OF EXPANDING INTO A BROADER FAMILY OF PRODUCTS.
THE APPROACH: I BEGAN WITH A SELF-NESTING TAPERED FORM AND SIZE THAT COULD SHIP AND DISPLAY EFFICIENTLY. I ADDED A DISTINCTIVE WELDED WIRE PATTERN, COMBINED FLAT METAL WITH ROUND WIRE, WARM WOOD ACCENTS AND COLORS TO CREATE A FAMILIAR YET FRESH APPEARANCE.
DESIGN THINKING: EVEN THE MOST BASIC PRODUCT CAN BE REFRESHED AND MADE ATTRACTIVE BY ENHANCING KEY DETAILS, COMBINING UNEXPECTED MATERIALS AND BUIDING IN SOME FLEXIBILITY TO EXPAND AND EVOLVE INTO A LARGER PROGRAM.
DESIGN DEVELOPMENT: INITIAL FREE-HAND SKETCHES EXPLORED WIRE PATTERNS, GESTURE AND DESIGN CUES THAT WOULD ESTABLISH A DESIGN LANGUAGE. DIGITAL RENDERINGS BASED ON PARAMETRIC FILES REFINED THE DESIGN AND ALLOWED ME TO PRESENT VARIATIONS . BY CHANGING THE BOTTOM MATERIAL FROM SHEET METAL TO A WIRE MESH OR TO A SOLID WOOD SURFACE, I COULD OFFER DIFFERENT LOOKS TO DIFFERENT RETAILERS AT VARIED PRICE POINTS. THE COMBINATION OF ROUND WIRE, FLAT METAL, WOOD HANDLES AND A WOOD BOTTOM BECAME THE FAVORITE OF THE THREE POSSIBILITIES. FURTHER REFINEMENT REPLACED THE NATURAL WOOD SURFACE WITH A MORE RESILIENT MDF SUBSTITUTE. THAT CHANGE RESULTED IN A MORE RELIABLE FINISH FOR MASS-PRODUCTION, A BETTER COST AND IMPROVED VERSATILITY FOR THE END USER.
IN ADDITION TO 3 SIZES AND 3 BOTTOM OPTIONS FOR THE BASKET, I ALSO DESIGNED A FULL-SIZE HAMPER. AS SHOWN IN THE CONCEPT RENDERING AND THE TECH DRAWING ABOVE, KEY DETAILS WERE REPEATED TO MAINTAIN A FAMILIAL LOOK. ADDITIONAL HAMPER SIZES, A THREE SHELF STAND AND COUNTERTOP STORAGE SKU’S WERE ALSO DESIGNED AS PART OF THE LARGER PROGRAM.
RETAIL STRATEGY: KEY DESIGN DETAILS AND MATERIAL CHOICES USEDTO ELEVATE AND DISTINGUISH OTHERWISE FAMILIAR MATERIALS AND PRODUCTS.
STATUS: BASKETS WERE SOLD THROUGH COSTCO US RETAIL STORES. COUNTERTOP STORAGE AND STAND ARE IN PROTOTYPE FORM.
KEY TAKEAWAY: SUCCESSFUL PRODUCTS ARE QUITE OFTEN THE RESULT OF SUBTLE DETAILS AND MATERIAL CHOICES THAT ADD JUST ENOUGH STYLE AND VALUE TO ATTRACT BUYERS AND CONSUMERS.