Getting out of the woods
The Coleman name simply means camping. For this program, Coleman wanted to diversify into a new market segment that was unfamiliar to them, but that could leverage the strong Coleman brand equity.
Insight's goal was to help Coleman bring quality products to the backyard. A product roadmap was to be developed to guide the selection of products to include in the line. In addition, Insight needed to help develop a visual language for the new products that connected well to the Coleman brand.
“We worked with Insight to extend our brand of outdoor products to an entirely new line of backyard and patio use products, including products in furniture, heating, lighting, cooking and more. They helped us to integrate a common visual language across a wide variety of products with diverse manufacturing processes - all within a limited, critical time frame, and under budget!”
Gary Israel - Director of Design, The Coleman Company
