Senior Project Capstone
CANDYLAB: "ON THE ROAD"
senior project for CANDYLAB, a renowned toy brand known for its elegantly crafted wooden cars and adherence to principles of mid-century modern design.
we designed an experience to expand CANDYLAB's reach beyond the kid market and captivate an older demographic. our results feature a wooden map of the United States for home display, collectible magnetic pins, and an invitation to embark on those nostalgic road trips.
ROLE
Product Development
TIME
15 weeks
Media Content
UI/UX Design
TEAM
Hannah Park
Kelly Chen
Mia Coker
the goal
our objective was to broaden CANDYLAB's appeal to an older audience, moving beyond its traditional market for children.
key insights
by conducting research on the current brand image and similar case studies such as LEGO, we realized nostalgia would be the key factor in making our project successful.
we wanted to utilize the desire from Americans to travel more post-pandemic (49% were planning to travel more in 2023).
road trips were a popular option when asked about the TYPE of trips
LEGO emphasized nostalgia and stress-relief to cater to an older audience - how can we bring a similar sentiment?
our deliverables
01. THE PRODUCT
glossy wooden map of the United States for home display, accompanied by a series of magnetic car pins.
02. THE EXPERIENCE
an invitation for customers to travel the United States on a roadtrip and collect all 50.
03. THE LAUNCH
a basic guide on how we would launch "ON THE ROAD"
concept sketches + prototyping
Pin Sketches
Pin Prototyping + Laser Cutting + Photoshoot
we also wanted to showcase how to promote the product, and we did so by creating postcards to hand out as well as poster mockups to spark curiosity
Postcards for promotional content
Poster promotion
our final product resulted in an exciting experience that celebrates the spirit of exploration and craftsmanship. the glossy map of the United States, adorned with the car magnets, not only serves as a decorative piece but also as a reminder of the best roadtrip memories. our overall goal was to show how CANDYLAB could successfully breach into a new market while reinforcing its reputation for quality and innovation.
moving forward
we recognize this was a very ambitious proposal. nonetheless, our primary aim was to demonstrate CANDYLAB's potential in expanding into a new demographic. perhaps they find inspiration from the roadtrip aspect and release a line of cars based on the states.
if we had more time and resources, we would definitely refine our marketing strategy and focus on how we would get the word out there about "ON THE ROAD." overall, this experience has opened my eyes to strategic planning and market analysis in brand development. i look forward to applying these insights in future endeavors. :]