TYR TEAM ELITE BAGS

Quality bags for both in and out of the gym.

Project Timeline

•  4 styles
•  10 months
•  Launch: SS 2021

Role

•  Design & development
•  Patternmaking
•  Product strategy
•  Quality Control
•  Art Direction

Tools

•  Paper modeling
•  Adobe Illustrator
•  Sewing

Problem

•  Users graduate out of the classic loud prints and don't have a mature style to adopt.

Overview

As the brand went through a redesign, both visually and in its appeal to a wider audience for use inside and outside of the pool, I was tasked with designing bags that appealed to a wider audience, and communicated durability and sportiness, while maintaining the TYR identity. 

Development

DESIGN STRATEGY
TYR is known for its bright pop colors creating a youthful atmosphere and attracting young, fun-loving swimmers. But what happens when those users age? Will some of them go elsewhere to find more mature styles? My strategy for this line was to create a modern line of bags that appeal to a wider audience but maintain on-brand styling. From the research, rogue companies like Supreme have up-ended the market. To be competitive, the focus should be on materials, innovation, and bold styling.

*Simple styling with feature-rich capabilities*

MOOD BOARD
To imagine what this collection should look like in the brand refresh, I created a mood board to represent the request for the styling to evoke the look of a Wally boat. I took this to mean: intense, moody, sleek, slightly aggressive, and impressive. Combining these with TYR's sporty, technical, yet simple reputation as well as the gritty vibes throughout the instagram posts lead me to the mood board below.
PROCESS
After getting clear on user stories and direction--the sketches, patterns, 1:1 paper prototypes, fabric sourcing, sewn prototypes, and manufactured samples, graphic development, quality control followed.

Elite Team Backpack - 24L

Elite Team Gym Duffel - 43L

Elite Team Duffel - 96L

Elite Team Mesh Backpack - 40L