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Owala towels for Target
In 2021 Owala’s colorful gen Z targeted water bottles were successfully selling at retailers such as Target and REI. Target approached Proef, a trend consulting collective and frequent collaborator, with a request to expand Owala’s product line to include beach towels. Our development of the youthful line began with color and pattern research focused on the authenticity driven world of the Gen Z consumer.
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Research first
Before creating surface designs for the new Owala product we researched emerging trends in art, fashion and philosophy. Identified themes were used to inspire surface designs both relevant and accessible for the mass market customer. By preserving Owala’s color strategy throughout the product line we maintained the brand’s playful vitality while providing a successful retail product with irresistible shelf appeal to Target.
Abstract florals
Animalia
Mixed graphics
Groovy landscapes
