This document outlines the design process for a new collapsible wheeled backpack for Osprey. It begins with research on Osprey's brand identity, which focuses on functionality, utility, and nature conservation for adventurous travelers. Market research identified digital nomads and remote workers as the target market. Competitive products were analyzed, and initial sketches explored collapsibility and inspiration from Osprey's aesthetics. Through model making and refinement, features like handles, grooves, and loops were added. The final 3D render showed a collapsible nylon backpack with adjustable beams, carabiners, and straps that folds into its own protective case.

1. PRODUCT DESIGN AND CREATIVE INNOVATION
WINTER 2020
MAHNOOR NADIR
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2. CREATIVE RESEARCH AND IDENTIFICATION

3. Osprey is a home built brand started in California in 1974. It takes pride in crating innovative fabrics and backpack
structures. They take a pioneer approach to their creations. The same attitude is emulated in their communication
to their target audience whom they perceive as adventurers, discoverers and of course pioneers. At the heart of
their brand is also functionality, utility and a sense of consciousness when it comes to nature.

5. Travel
A Sense of
Discovery
Outdoors
Nature
conservation
Freedom
Liberation from
material needs
A consciousness
of living
Functional
More out of littleUtility
Adventurous
Citizens of the
World
BRAND UNIVERSE

6. FAIRVIEW 40

7. • 18-35 year old's
• Adventure Seekers (Not thrill seekers)
• Digital Nomads
• Remote Workers
• Full time travelers
• Minimalists
• Practical but want aesthetics
• Simple but rich life
• Frugal but not cheap
THE TARGET MARKET

8. THE CONVERSATION AROUND WHEELED BACKPACKS

9. THEIR STRUGGLES
Don’t like to check-in baggage Overhead Carry vs. Under the Seat
(Needs to be squishable)
Frugal - (Don’t want to go over the baggage limit)Need the freedom to switch between
transport modes
Current options require compromise on either comfort,
weight or convenience

10. COMPETITION
Brand Landscape

11. COMPETITION
Converter Concept

12. Why Osprey?

13. Why Osprey?
Back Zips Shut
Carabiners on 4 corners
Handles on Side

14. PRODUCT IDEATION
Initial sketches

15. VAGUE BEGINNINGS
Here’s what we knew:
- Collapsible & mobile
- Take inspiration from the
design aesthetics of the
parent brand
- Have additional utility

16. TAKING SHAPE
The bigger picture The important details

17. PRODUCT IDEATION
Model Making

19. PRODUCT IDEATION
Refinement

20. THE HANDLE

21. FINAL STEPS
Grooves for fingersLoops around the wrist

22. LEVEL 2.0
Complete Look Collapsed into Case

23. FINAL FORM

24. 3D RENDER
Carabiner for added utility
Size adjustable beams
Nylon Fabric and foam body
Similar to Osprey
Strap for added
comfort and control
Interlocking
mechanism on the
inside to collapse and
un-collapse

25. POSTER

26. T.HANKS
WINTER 2020
MAHNOOR NADIR
W9142807