HAY Go Out
Hay "Go Out" is a family of accessories designed to motivate and inspire consumers to go out and spend more
time enjoying the outdoors.
*This product is not an actual product of HAY and is used, along with any trademarks, brands of copyright materials of HAY for demonstration purposes only, as a student project.
Designing a collection of outdoor accessories for the Danish brand HAY
Industrial Design
12 Weeks
Date:
Summer 2022
Role:
Brand Strategy, Ideation,
Manufacture
Software:
Figma, Solidworks, Keyshot,
Adobe Suite
The Design for Hay course prompts us to scrutinize an existing brand (Hay, Denmark) and produce suitable accessories that reflect their brand identity while satisfying consumer demands.
The Hay Go Out Collection of accessories manifests in a collection of outdoor, engaging accessories that inspire users to venture outside for their mental and physical wellbeing. The collection is designed to last a lifetime, justifying cost and environmental impact with replaceable, biodegradable parts. The accessories also offer unique functionality that sets them apart from competitors beyond aesthetics, creating a collection that places HAY in a position of relevance and demand.
Brand Analysis
In order to design for HAY, its position within the market in relation to its competitors must be contextualized. The competitor analysis above shows that HAY is positioned within a crowded market of competitors with many similar product offerings that are only differentiated by aesthetics. Their closest market competitors are Area Ware, Hem, Menu, and Normann.
Positioning Strategy
The "Go Out" Collection positions Hay in the opportunity area of affordable, low-environmental impact, outdoor, multipurpose, engaging accessories to differentiate them from their competitors and remain relevant in a competitive market by playing to their customers' emerging behaviors and needs.
Hay must expand into new product offerings that align with consumer behavior trends and needs to compete and maintain relevance in a crowded market. Emerging trends point to a renewed emphasis on the enjoyment of "experience" in life and greater attention to personal health and well-being. Additionally, consumers are more conscious about their impact on the earth, making them cautious shoppers. These trends combine to create a unique product positioning that differentiates HAY from its greatest competitors.
Visual Strategy
Visual Strategy
Visual Strategy
Visual Strategy
Visual Strategy
The Visual Strategy incorporates three attributes - 'Jovial,' 'Gateway to Nature,' and 'Bring Together' - to guide the styling and overall aesthetic of the product collection. This ensures that the collection is consistent with the brand's existing identity and aligns with the strategy's defined positioning.
01 Jump Rope
A Jump Rope for Life. The degradable parts of this Jump Rope are replaceable, lowering environmental impact and giving you a lifetime product. Use it solo or use the adjusting tabs to lengthen it for multiple people to use it at once. Now Go Out and Play!
The design process for this accessory started with existing product benchmarking before moving to ideation using prototypes and sketching. Next, CAD models were made, iterated upon, and 3D printed to test the final fit and functionality. The final steps included working with local manufacturers to CNC milled and powder coat parts before starting the final assembly.
02 Hammock
A hammock, a blanket, a shade, an umbrella, or whatever you can think of! This durable, Navy-style hammock is an on-the-go companion for any outdoor adventure. This durable product is built to last from high-tolerance paracord and waterproof canvas. Easily roll it up and carry it with you anywhere you go.
The design process for this accessory included prototyping different types of hammock styles to understand the functionality and determine which style best suited the on-the-go functionality needed. The Navy style worked best, which led to a full-scale mockup to determine dimensions and, ultimately, the final design seen above.
03 Bento Set
Carry snacks and beverages in insulated, nesting containers on any outdoor adventure. Natural cork sleeves insulate and protect these aluminum containers from wear and tear, extending the product's lifetime. Additionally, new cork sleeves can be bought separately and slipped on to replace worn-out ones.
The design process for the Bento Set began with existing product benchmarking, exploratory sketches and prototypes, and testing scale through real-use scenarios. CAD models were 3D printed to finalize the dimensions after determining the scale. The next steps included working with manufacturers to make aluminum and cork parts before sanding and assembling the finished components.
The HAY Go Out Collection
Hay "Go Out" is a family of accessories designed to motivate and inspire consumers to spend more time enjoying the outdoors.
The three different accessories in the family may be enjoyed on solo trips or social outings with others. The collection is designed for low environmental impact thanks to some parts that will last a lifetime and others that naturally biodegrade and can be easily replaced. HAY Go Out delivers a collection of accessories that meet consumer needs and offer functionalities that make the products unique beyond aesthetics, differentiating HAY from their competitors to ensure their relevancy in the accessories market of the future.
HAY Go Out
Hay "Go Out" is a family of accessories designed to motivate and inspire consumers to go out and spend more time enjoying the outdoors.
Industrial Design
12 Weeks
Date:
Summer 2022
Role:
Brand Strategy, Ideation, Manufacture
Software:
Figma, Solidworks, Keyshot, Adobe Suite
Designing a collection of outdoor accessories for the Danish brand HAY
The Design for Hay course prompts us to scrutinize an existing brand (Hay, Denmark) and produce suitable accessories that reflect their brand identity while satisfying consumer demands.
The Hay Go Out Collection of accessories manifests in a collection of outdoor, engaging accessories that inspire users to venture outside for their mental and physical wellbeing. The collection is designed to last a lifetime, justifying cost and environmental impact with replaceable, biodegradable parts. The accessories also offer unique functionality that sets them apart from competitors beyond aesthetics, creating a collection that places HAY in a position of relevance and demand.
*This product is not an actual product of HAY and is used, along with any trademarks, brands of copyright materials of HAY for demonstration purposes only, as a student project.
01 what is HAY?
HAY is a Danish design brand that "sets out to innovate new ways to answer the evolving needs of the modern world — but at a more accessible price point than industry standards." (HAY)
HAY focuses on creating items that exist at the "intersection of architecture, art, and fashion" (HAY) while maintaining a strong commitment to ethical sustainability.
Credit: HAY
Credit: HAY
Credit: HAY
01 what is HAY?
HAY is a Danish design brand that "sets out to innovate new ways to answer the evolving needs of the modern world — but at a more accessible price point than industry standards." (HAY)
HAY focuses on creating items that exist at the "intersection of architecture, art, and fashion" (HAY) while maintaining a strong commitment to ethical sustainability.
Credit: HAY
Credit: HAY
Credit: HAY
01 what is HAY?
HAY is a Danish design brand that "sets out to innovate new ways to answer the evolving needs of the modern world — but at a more accessible price point than industry standards." (HAY)
HAY focuses on creating items that exist at the "intersection of architecture, art, and fashion" (HAY) while maintaining a strong commitment to ethical sustainability.
Credit: HAY
Credit: HAY
Credit: HAY
01 what is HAY?
HAY is a Danish design brand that "sets out to innovate new ways to answer the evolving needs of the modern world — but at a more accessible price point than industry standards." (HAY)
HAY focuses on creating items that exist at the "intersection of architecture, art, and fashion" (HAY) while maintaining a strong commitment to ethical sustainability.
Credit: HAY
Credit: HAY
Credit: HAY
01 what is HAY?
HAY is a Danish design brand that "sets out to innovate new ways to answer the evolving needs of the modern world — but at a more accessible price point than industry standards." (HAY)
HAY focuses on creating items that exist at the "intersection of architecture, art, and fashion" (HAY) while maintaining a strong commitment to ethical sustainability.
Credit: HAY
Credit: HAY
Credit: HAY
01 what is HAY?
HAY is a Danish design brand that "sets out to innovate new ways to answer the evolving needs of the modern world — but at a more accessible price point than industry standards." (HAY)
HAY focuses on creating items that exist at the "intersection of architecture, art, and fashion" (HAY) while maintaining a strong commitment to ethical sustainability.
Credit: HAY
Credit: HAY
Credit: HAY
01 what is HAY?
HAY is a Danish design brand that "sets out to innovate new ways to answer the evolving needs of the modern world — but at a more accessible price point than industry standards." (HAY)
HAY focuses on creating items that exist at the "intersection of architecture, art, and fashion" (HAY) while maintaining a strong commitment to ethical sustainability.
Credit: HAY
Credit: HAY
Credit: HAY
01 what is HAY?
HAY is a Danish design brand that "sets out to innovate new ways to answer the evolving needs of the modern world — but at a more accessible price point than industry standards." (HAY)
HAY focuses on creating items that exist at the "intersection of architecture, art, and fashion" (HAY) while maintaining a strong commitment to ethical sustainability.
Credit: HAY
Credit: HAY
Credit: HAY
02 brand analysis
In order to design for HAY, its position within the market in relation to its competitors must be contextualized. The competitor analysis above shows that HAY is positioned within a crowded market of competitors with many similar product offerings that are only differentiated by aesthetics. Their closest market competitors are Area Ware, Hem, Menu, and Normann.
relevant consumer trends
ETHICAL CONSUMER
56% of US consumers stop buying from companies that they believe are unethical. (Renolan, 2021)
EMBRACE FRUGALITY
The enjoyment of activities surpasses the importance of "premium" products in consumer's lives.
MIND & BODY STRESS
91% of workers say they have an unmanageable amount of stress in their lives. (Deloitte, 2022)
NATURE IMMERSED
A renewed interest in, and exploration of, how to bring nature into daily life for improved wellbeing.
TOGETHERNESS
"Consumers reunite and seek-out connection with renewed vigor as they emerge from the pandemic." (WGSN)
relevant consumer trends
ETHICAL CONSUMER
56% of US consumers stop buying from companies that they believe are unethical. (Renolan, 2021)
EMBRACE FRUGALITY
The enjoyment of activities surpasses the importance of "premium" products in consumer's lives.
MIND & BODY STRESS
91% of workers say they have an unmanageable amount of stress in their lives. (Deloitte, 2022)
NATURE IMMERSED
A renewed interest in, and exploration of, how to bring nature into daily life for improved wellbeing.
TOGETHERNESS
"Consumers reunite and seek-out connection with renewed vigor as they emerge from the pandemic." (WGSN)
relevant consumer trends
ETHICAL CONSUMER
56% of US consumers stop buying from companies that they believe are unethical. (Renolan, 2021)
EMBRACE FRUGALITY
The enjoyment of activities surpasses the importance of "premium" products in consumer's lives.
MIND & BODY STRESS
91% of workers say they have an unmanageable amount of stress in their lives. (Deloitte, 2022)
NATURE IMMERSED
A renewed interest in, and exploration of, how to bring nature into daily life for improved wellbeing.
TOGETHERNESS
"Consumers reunite and seek-out connection with renewed vigor as they emerge from the pandemic." (WGSN)
relevant consumer trends
ETHICAL CONSUMER
56% of US consumers stop buying from companies that they believe are unethical. (Renolan, 2021)
EMBRACE FRUGALITY
The enjoyment of activities surpasses the importance of "premium" products in consumer's lives.
MIND & BODY STRESS
91% of workers say they have an unmanageable amount of stress in their lives. (Deloitte, 2022)
NATURE IMMERSED
A renewed interest in, and exploration of, how to bring nature into daily life for improved wellbeing.
TOGETHERNESS
"Consumers reunite and seek-out connection with renewed vigor as they emerge from the pandemic." (WGSN)
03 positioning strategy
The "Go Out" Collection positions Hay in the opportunity area of affordable, low-environmental impact, outdoor, multipurpose, engaging accessories to differentiate them from their competitors and remain relevant in a competitive market by playing to their customers' emerging behaviors and needs.
Hay must expand into new product offerings that align with consumer behavior trends and needs to compete and maintain relevance in a crowded market. Emerging trends point to a renewed emphasis on the enjoyment of "experience" in life and greater attention to personal health and well-being. Additionally, consumers are more conscious about their impact on the earth, making them cautious shoppers. These trends combine to create a unique product positioning that differentiates HAY from its greatest competitors.
Visual Strategy
Visual Strategy
Visual Strategy
Visual Strategy
Visual Strategy
Visual Strategy
Visual Strategy
Visual Strategy
03 visual strategy
The Visual Strategy incorporates three attributes - 'Jovial,' 'Gateway to Nature,' and 'Bring Together' - to guide the styling and overall aesthetic of the product collection. This ensures that the collection is consistent with the brand's existing identity and aligns with the strategy's defined positioning.
04 jump rope
A Jump Rope for Life. The degradable parts of this Jump Rope are replaceable, lowering environmental impact and giving you a lifetime product. Use it solo or use the adjusting tabs to lengthen it for multiple people to use it at once. Now Go Out and Play!
The design process for this accessory started with existing product benchmarking before moving to ideation using prototypes and sketching. Next, CAD models were made, iterated upon, and 3D printed to test the final fit and functionality. The final steps included working with local manufacturers to CNC milled and powder coat parts before starting the final assembly.
04 hammock
A hammock, a blanket, a shade, an umbrella, or whatever you can think of! This durable, Navy-style hammock is an on-the-go companion for any outdoor adventure. This durable product is built to last from high-tolerance paracord and waterproof canvas. Easily roll it up and carry it with you anywhere you go.
The design process for this accessory included prototyping different types of hammock styles to understand the functionality and determine which style best suited the on-the-go functionality needed. The Navy style worked best, which led to a full-scale mockup to determine dimensions and, ultimately, the final design seen above.
04 bento set
Carry snacks and beverages in insulated, nesting containers on any outdoor adventure. Natural cork sleeves insulate and protect these aluminum containers from wear and tear, extending the product's lifetime. Additionally, new cork sleeves can be bought separately and slipped on to replace worn-out ones.
The design process for the Bento Set began with existing product benchmarking, exploratory sketches and prototypes, and testing scale through real-use scenarios. CAD models were 3D printed to finalize the dimensions after determining the scale. The next steps included working with manufacturers to make aluminum and cork parts before sanding and assembling the finished components.
05 web mockup
Below is an interactive webpage mockup for the collection with further details; give scrolling a try to see more!
HAY Go Out Collection
Hay "Go Out" is a family of accessories designed to motivate and inspire consumers to spend more time enjoying the outdoors.
The three different accessories in the family may be enjoyed on solo trips or social outings with others. The collection is designed for low environmental impact thanks to some parts that will last a lifetime and others that naturally biodegrade and can be easily replaced. HAY Go Out delivers a collection of accessories that meet consumer needs and offer functionalities that make the products unique beyond aesthetics, differentiating HAY from their competitors to ensure their relevancy in the accessories market of the future.