Designing Brand Extension and
Product guidelines
A strategic brand extension had to be proposed for STIGA to venture into baby products with a brand platform in a circular service system. This was done in a hypothetical scenario for the Master coursework for Advanced Product Design and the company was not involved in any manner.
Duration : February 2020- March 2020
The mother brand STIGA is a cluttered brand and can be divided into two parts, one which caters to professional users this majorly includes table tennis and the other a range of play and leisure products.
Looking at the market, the extension was placed in between the two, drawing trust and heritage from the professional aspect and encouraging nature from the play and leisure aspect of the mother brand.
active baby
active togetherness
The baby products are designed for parents and not for kids, with Spira we want the focus to be on active babies thus also supporting STIGA with their mission of Active togetherness.
Brand Identity
ENCOURAGING
NO-NONSENSE
PLAYFUL
nothing fancy, you get what you need, functions are priority
encouraging kids to be active.
encouraging parents to not be
overwhelmed
focus is towards kids so products should be playful and brand too
Service platform
Occasional Renting
Seasonal leasing
With Spira we want kids to grow, play and explore in every season and for that, the products should change with both the changing season and needs of the baby.
Stiga Sports has a separate collection of products for summer and winter. With Spira, we offer our baby products designed according to the different seasons so you, with the help of our service, can find a summer and winter collection from both the brands.
As an encouraging brand, we also offer occasional renting so you don’t need to worry about the finding everything in one product, you can get one for each need.
Know more about the service journey and strategic explanation behind the service in
the brand book below.
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Spira offers a range of products for kids from age 0-4 and a curated range from Stiga Sports for kids between 3-10 years old. We offer a wide range of products that are not just based on age but on how your baby grows.
For the toddler and one who is ten
What we want to say with products
dear kid, we are there for your Playtime, and when Playtime is over
hey parent, we are Easy peasy lemon squeezy pick us and be active together
The product should facilitate the active baby during playtime, but also be a safe cozy place for resting. The product should also be easy to use and understand, so caregiver's attention is only on the baby.
Based on these foundations, the design guidelines were listed. The same can be found in the brand book below.
Team: Ali Hamada, Anubhuti Gupta, Ellen Severinsson, Shangesh Padmanabhan Sangiliappan, Trine Johansson,
Product design - Stroller for Spira
A stroller had to be designed for Spira based on the brandbook and design guidelines. The design was based on the User Research conducted earlier in the course and to suit the brand platform.
Duration: April 2020- May 2020
Individual project
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During the user research, the need for different strollers for different age groups was realised. The stroller was designed for kids who have started walking. Being a part of seasonal service, the same was designed specifically for the winter season.
The idea was to capture the brand while designing a product for an active baby and active family.