Design, etc
The Thule Group is the world leader within Sports Utility Transportation. Thule has a product portfolio of load carriers for motor vehicles, from roof-top boxes and roof rails to bike carriers, sold under various brand names. What this means is that they have near total control, worldwide, over a stagnating and declining market.
Combining design thinking with business pragmatism, we proposed stretching the brand from purely car based transportation and, with bike panniers a first step, working towards a wider strategy of developing products in the sports accessory market.
N.B This project was carried out as a member of a group in an academic context, and is not associated with the Thule in any way