IT’S ALL IN THE BOX
For Millennials, living in a dorm room or that tiny first apartment post college comes with a big challenge—storage. With a core competency in corrugated products, Fellowes recruited Kaleidoscope to design a product line and brand that would include modular items like bins, drawers, hanging storage and shelving, made from sustainable materials and priced to appeal. The result is SOFI, a modern home organization collection with the sophistication and freedom to configure to any space: bedroom, closet or family room. Designed for Millennial consumers, SOFI features many items that are made from sustainable materials without sparing the expense of quality, durability, functionality or aesthetics.
A STRATEGY AIMED AT WHAT MATTERS TO MILLENNIALS
Although cash strapped, most college-bound and post-degree Millenials have a taste for hip brands. Research shows that this audience loves California Closet, which is out of reach. So our brand needed to have a similar design esthetic but at a lower price point. Another important consideration is sustainability. So while developing concepts, the Kaleidoscope team turned to manufacturers for insights on ideal material selection; we wanted to identify a wide range of options that would deliver on both sustainability and cost targets. Our mission? To launch a product line that would embody high quality at a fair price; one that would also integrate technology and functionality into the design, offering multi-purpose solutions and better space efficiency.