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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.
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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 objective
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.
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we wanted to utilize the desire from Americans to travel more post-pandemic (49% were planning to travel more in 2023).
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road trips were a popular option when asked about the TYPE of trips
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LEGO emphasized nostalgia and stress-relief to cater to an older audience - how can we bring over similar themes to CANDYLAB?
01. the product
after several rounds of brainstorming and research, we landed on creating a glossy wooden map of the United States for home display, accompanied by a series of magnetic car pins.
02. the experience
beyond simply designing a physical product, our vision for this project was to build a lasting relationship with the customer and curate a memorable experience. our idea was to make every collectible pin location-exclusive, transforming it into a keepsake from a stop along a classic American road trip. the goal was to encourage customers to embark on their own journeys and "collect them all," connecting with a community of adventurers.
Sample Pin Ideas
Pin Prototypes
03. the marketing
to bring this concept to life, we created several digital and physical mockups that would inform customers about the campaign. these are just a few ideas on how to generate excitement around each destination and tease the release of "On the Road."
and here is our...
final pitch to the company!
reflection
i recognize this was a very ambitious proposal. nonetheless, our primary aim was to demonstrate CANDYLAB's potential in expanding into a new demographic.
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if we had more time and resources, i would definitely work on refining the product and planning a more detailed and effective way to market "ON THE ROAD"
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i'm so grateful to have had the opportunity to work on this project, which not only gave me real-world experience but also resulted in an internship offer! A special thanks to my professors, my incredible team members, and CANDYLAB for their support and inspiration throughout this process. i look forward to applying these skills in future endeavors! 😊