Designing for the User, as a Brand - Rapha
A Group Project based so that we design to a brands style and values for a more refined user group. The product would be deemed a “Hero” product not a “Me Too” and would push the brand forwards with a product they do not currently market.
Rapha Glow is a range of cycling garments which glow to help illuminate the rider alongside their lights so the rider can be seen and noticed from a distance while still looking stylish.
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Rapha Glow uses ProTEQ technology to illuminate the rider without the hassle of supplying power to the garments or wearing unnatractive flourescen and reflcective jackets. The range will be a whole new design of garment with a premium cut to go alongside and above the current Rapha range as an ultra-premium garment.
The team started the process off by understanding the customer, their wants their needs and their fears. We found from surveys and experience safety is a big factor for a cyclist who commutes, the phrase “I feel like drivers cannot see me” or “Drivers look straight through me”. The team decided a product to enhance the consumer’s safety while still having a Rapha look and feel to it.
The Team researched design ideas and presented to the group. Designs included a designer saddle with a light built in, cycle glasses with a camera to record journeys and Rapha Glow among others. We then designed what we think the garments should look like using previous Rapha products but also explored how we could identify the product as Rapha Glow.
The team then presented our findings as a new product development proposal. Supported by a Scrapbook