Student Notable
DESIGNER / TEAM NAME
Shanti Juchun Shiue
PROJECT
Sportline Sports Goods
CLIENT
Sportline
Sportline Sports Goods
Sportline is focused on enhancing motivating workout experience by connecting with others that share the same lifestyle, moreover, appealing to new consumers by the efficient usage of packagings and a simple naming and categorizing system.
Sportline Sports Goods
1. The Nutshell: In plain language, tell us what your project is, what it does, and what it’s comprised of. Sportline is focused on enhancing motivating workout experience by connecting with others that share the same lifestyle, moreover, appealing to new consumers by the efficient usage of packagings and a simple naming and categorizing system. 2. The Brief: Summarize the problem you set out to solve. What was the context for the project, and what was the challenge posed to you? The project is to rebrand and repackage Sportline. Sportline sells sporting goods that monitor a healthy life style; some products include: heart rate monitor, pedometer, and stop watch. The current Sportline brands attracted a lightly more mature crowd with an average age of 50 years old. The challenge is to refresh the brand image and attract a younger audience. Furthermore, the current way of categorizing the products is confusing to the users. 3. The Intent: What point of view did you bring to the project, and were there additional criteria that you added to the brief? Besides bringing a fresher look to the brand identity and the packaging, a new product categorization was introduced to the audience. Depending on the intensity level of exercising, the audience can choose from the following categories: Walk (for beginners), Jog (for intermediate users), and Run (for advanced users). 4. The Process: Describe the rigor that informed your project. (Research, ethnography, subject matter experts, materials exploration, technology, iteration, testing, etc., as applicable.) What stakeholder interests did you consider? (Audience, business, organization, labor, manufacturing, distribution, etc., as applicable) The inspiration of the packaging form comes from the traces the exercisers leave behind. Depending on the intensity of the activity, the shape of the foot print varies. Also, the color coding system signifies the nature of the activity: green for beginners (meaning peaceful, harmonious, and well-paced energy), blue for intermediate users (meaning enhanced energy) and orange for advanced runners (meaning ambitious, healing, and energetic). Eco-friendly material like PET and paper pulp were used in the package. 5. The Value: How does your project earn its keep in the world? What is its value? What is its impact? (Social, educational, economic, paradigm-shifting, sustainable, environmental, cultural, gladdening, etc.) Besides bringing a clearer purpose to the existing products by introducing a better naming and color coding system, the new Sportline brand encourages social interactions between the follow joggers and runners. The smartphone apps were developed to help users to easily identify another Sportline user near them, which makes exercising more fun and encouraging. The unique and refreshing shapes of the new packaging also make Sportline stand out from its competitors on the shelf.