Design Language
Outline
A Design Language is a collection of design elements that are intended to harmonize groups of products, graphic materials, environments, or other ‘touch points’ of a brand for the purpose of communicating to customers and users. A design language allows a brand to communicate its essence and qualities while communicating the function and performance of its products. The purpose is to connect with the user and bring satisfaction (also referred to as Brand Language or Visual Brand Language/VBL).
This project is intended to develop your ability to use design to influence business strategy, by rethinking a brand’s values and developing a new line of products that embody those values. Critical to this effort will be your ability to work as a team to conduct research and develop Design Language Guidelines. Each team member will use this research to develop a new innovative product that is part of a of the brand’s offerings. The products should be functionally and visually harmonious - they must be physical objects that are useful and help the chosen brand reach new customers, improve the value proposition and/or expand market share.
Research|Brand Story
Allmansright is inspired by the Swedish tradition of allemansrätt, the right of everyone to freely roam and explore the outdoors — wherever nature takes them.
With a background in Industrial design, Livio leveraged his skills and passion for backpacking to create something truly unique. Starting with a North Face bag and materials sourced from the Fashion District, he crafted a “Frankenstein” pack that would eventually become the foundation for his brand, Allmansright gear.
Frankenstein Backpack →
Visual Language
Allmansright brand is minimalist, modern, and sophisticated. The brand’s aesthetic is characterized by clean lines, simple shapes, and muted colors. The use of high-quality materials is also a defining characteristic of the brand’s visual language, with an emphasis on natural textures and finishes.
Their small studio space in the Bronxs →
→Ultra-high molecular weight polyethylene (UMHwPE)
→Invented by accident in 1968 and only now making its way into outdoor gear
→ 15 times stronger than steel (of a similar thickness)
Looking at ‘Big Name’ brands compared to allmansright on audience vs durability scale
A Couple of outlets they’ve been mentioned in and or have an article about Allmansright ↓↓↓
In addition to producing exceptional gear, Allmansright donates 2% of profits to organizations that support equal access to the outdoors and environmental conservation and is celebrated in various forums, including blogs, websites, and even REI Newsroom, for their steadfast commitment to making a positive impact in the world.
Founded in 2020 by Livio Melo and Jenifer Jacobsson →
Products
Allmansright is a unique brand that uses eco-friendly Dyneema material, which is ultra-lightweight, durable, and water-resistant. Their focus on detail-oriented design and high-quality materials means their products are puncture and abrasion-resistant, unlike other materials. Each product is handcrafted in the Bronx and can be customized. Their bags come in different sizes and colors, and they offer a marketplace of lightweight equipment. They also collaborate with other brands like Hikerkind and Dangle Supply to create special products.
What is Dyneema?
“Without purpose-built ultralight outdoor gear, we’re bringing allemansrätt to the world. Echoing the precision and simplicity of nature, our bags and sacks are minimalist in design with features that anticipate your needs — whether you’re an expert outdoorsman on a five-day trek or a weekend explorer roaming the woods.”- allmansright.com
Allmansright brand’s visual language is a reflection of their commitment to quality, simplicity, and love for the outdoors, from New York City to the mountains
The Market
Locations: Rocky River Reservation
As a team, we created a set of tasks to help us empathize with the user’s journey, which includes activities such as cooking, cleaning up, hiking and camping.
←Everything made by hand
Looking at ‘Small Name’ brands on the company size vs how many products are being offered
Competitors for Allmansright
Hyperlight has a very strong design language and offers many products that are needed.
Peak Performance focuses on streetwear, more colors and overall sleek style and design language.
Pa’lante focuses on both streetwear and has a small collection of similar items to Allmansright.
Experience 1
As a team to gain a better understanding over what current outdoor trends, we started by taking a trip to (REI) Recreational Equipment Store in Beachwood, OH.
We looked at nearly every product they had to offer, spoke to workers and assessed the areas of opportunity in the market.
Trends
Gorp Core is … a fashion trend that involves incorporating outdoor or camping gear into everyday outfits for practicality and functionality.
Ultra Lightweight is … equipment that is designed to be extremely light and compact for easy transport and minimal impact on the hiker's overall pack weight.
Light weight
Thoughtful design beyond basics
Features that anticipate your needs
Jackets
Cooking Wear
Nomadic is … a lifestyle characterized by constantly moving from one adventure to the next, often without a permanent home base.
Experience 2
User Spectrum
Our user range is a spectrum of individuals, some of which are those who prioritize aesthetics in their outdoors gear and those who prioritize functionality.
Both groups have unique needs and motivations that drive their gear choices. We aim to create outdoor gear that balances durability, functionality, and aesthetics to meet the needs of all groups.
Themes & Insights
Cooking: How might improve the experience of cooking in outdoor spaces?
Packing: How might we create organization and hierarchy throughout our products?
Comfort: How might we make our users more comfortable and secure in during outdoor activities?
Versatility: How might our products be used across multiple activities?
Durability: How can we balance style and durability for outdoor gear?
backpacks
Sleeping bags
Hypothesis
By creating additional products based on outdoor activities, the company can expand their product offerings and appeal to a wider customer base.
Create a sub-brand manufactured at higher quantities that could be sold at locations such as REI and other huge sellers well maintaining Allmansright personal charm and qualities.
Design Brief
The brand Allmansright has a mission and design language that is not clearly communicated through all their products. We will create additional products based on outdoor activities so the company can expand their product offerings and appeal to a wider customer base.
Design Goals
Allow versatility, but don’t force it
Echo precision and simplicity of nature
Make the outdoors more accessible
My Process
The brand Allmansright has a mission and design language that is not clearly communicated through all their products. We will create additional products based on outdoor activities so the company can expand their product offerings and appeal to a wider customer base.
