A mountain pose in the aisle of Target
Manduka has a partnership with Target to sell yoga mats and related accessories in their stores and online. Airline designed the packaging specifically for the context of displaying on the retailers aisles, including the physical design/construction, information hierarchy on the labels and the graphic design of the packages and labels.
Research • Packaging system design • Graphic design • Vendor coordination • Retail partner presentation materials
The package design did not resonate premium like the product.The products are selling well but few initial optimizations were made in regards to product packaging, branding and display. The products did not resonate as complementary to one another to encourage customers to buy them together, and there were issues around the scalability and durability of the current packaging.
It’s a crowded marketVisiting the point of sale it was clear that products of different brands are shuffled and can be hard to distinguish from one another. Manduka needed packaging that made it easier for stores to keep the product together, and for shoppers to recognize their products at a glance.
Quick prototypes for quick validationWe made paper sketches to test the real form and durability of our ideas. We also validated which designs would reduce waste when patterned at scale.
Package makeover
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