I was tasked to design a bag collection in connection to a PUMA shoe for the Chinese market. While following the Brand language of the company it was necessary to clearly understand the Asian market to have a refined product fitting the expectation & High School trend in China.
- Puma
- Sportwear
- Herzogenaurach, Germany
- Personal work
- Product Design
How to translate a design language into another product, while maintaining consistency into a collection?
CHALLENGE.
Designing for an unknown market is always challenging, it requires a personal immersion into the context and habits of the target group. Moreover, because the design collection was almost finished, and an extra accessory was necessary, the constraints were already quite specific.
CONCEPT.
After a few iterations and concept sketches, I found some key lines from the sole of the shoe. Moreover, a trend for flap covers into bags was emerging in China, which was necessary to take into consideration for the final iteration of the product.
The APAC bag.
The first phase consisted of roughly sketching the design ideas on paper to have a first visual direction. When the design was clearly defined in terms of shapes and colors, I went to look for specific materials and texture while considering the price range and margin point that this product should reach. The second step was to define the specifications of the product and send it to the Chinese factory to make the first prototype. Two iterations were necessary to adjust the design until the final production.
