The SlimLine’s design was inspired by modern needs: life is increasingly on the go, thus more and more things need to be carried. Young professionals abundantly use bags designed to fit laptops. The defining characteristics of those bags is that they are rather slim in comparison with other bags. Fitting in lunch boxes can be a hassle, thus designing something slim is the solution we are going for.
The target group is diverse, and the goal was to create a product that is appealing to as many people as possible: some people eat more, some eat less. Some need one compartment, some need multiple. Some only eat lunch on the go, some also have breakfast on the go. By trying to relate to those needs it was decided to include a lunchbox, a snack box and leave some space for other stuff that doesn’t need a box to fit in: chocolate bars, fitness bars etc.
As previously mentioned, the chosen target group is young professionals: a diverse group consisting of roughly 50 million people worldwide. The interests and preferences of the target group vary. The context in which the product is designed is lunch on the go and at work. It is important to determine the look and feel of this encasing, considering the environment, context and preferences of the target group, thus relating to it. In the collage above the characteristics of a professional environment are studied. Workspaces are often associated with neutral colours: brown, black, grey and white and with simple, timeless prints.
When considering the preferences of the target group it is important to mention that some of them prefer more casual designs, while others stick to the classic business look. Thus, designing more than one encasings could be an option.