brand strategy | Product design

Lowlife

Lowlife is a zero-waste furniture brand, with the aim of  promoting sustainable purchasing habits in young consumers. 

 
 
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TeamMATES

Karen Vellensky and Alexa Forney

 

Project Role

Branding Lead, Research and Ideation, Copy, Graphic Design

 
 
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The Problem

Americans toss out 9.8 million tons of furniture a year. Low quality, cheap furniture is usually the first to go, where it's easier to buy new than keep the old.

 
 
 
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51% of millennials check labels for sustainability claims, and 66% of consumers are willing to pay more for sustainable goods.
— Nielsen Consumer Report
 
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Target Market

College students move frequently, meaning more furniture waste on average. However with the new freedom to make their own purchasing decisions, there is an opportunity to build sustainable consumer habits. 

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The Inspiration

Inspired by Japanese Minimalism, Lowlife fully embraces the mattress-on-the-floor lifestyle.

 
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The Solution

Lowlife makes multi-functional and moving-friendly furniture that can interlock to create new configurations. Each unit also doubles as a moving box.

 
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Lowlife is lightweight and durable, made from 100% recycled plastics. Each lid has a cushion on the underside that can be used as seating.

 
 

Material Selection

Plastic may get a bad rep when it comes to sustainability, but with a consultation with Material Connexion for structural requirements and manufacturing options, plastic proved to be the most eco-conscious choice in the longterm. As part of the zero-waste movement, units are made from 100% recycled plastic in unique patterns from Smile Plastics for a lightweight and durable product.

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Packaging

The product has minimal packaging - simply a fabric tag made from offcuts of upholstered seating material. Using offcuts reduces fabric waste, and upholds the brand's focus on sustainable products and manufacturing processes.

 
 
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The Brand

 

While the objectives are to promote sustainability, the brand appeals to consumers through playfulness and practicality.

 
 

The retail display features hand-drawn elements for context and use cases.

 
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