An acronym of Born On Original Motives, the BOOM line is focused on a active, spontaneous, youthful target persona. I contributed ethnographic research, definition of the persona, insight identification, development of an innovation platform, design language development, industrial design direction, packaging design direction, and photoshoot direction.
We developed a simple innovation platform called R4A, or Ready For Anything. All products had to be IPx Level 7 waterproof, dust sealed, shock tested and have a unique piece of visual innovation, such as opposable tails to be able to secure the product to just about anything. Each product had to do all of this without falling into any of the typical visual traps that often dominate rugged product.
The result is a super fun, ultra durable line of products that is available at many of the world's largest retailers.