Stanley 1913 Softgoods Launch — Graeme Wagoner Design - Freelance Softgoods & Industrial Design

How do you carry momentum without diluting the brand?

The STANLEY Softgoods launch

Notable Lifestyle Accessories Design Award , Core 77

We tested Stanley’s Mini Cooler, Serious Eats

THE OPPORTUNITY
Stanley 1913 began with an insulated drink bottle over 100 years ago, and has made iterations and expansions of that concept ever since.

So it was a great privilege to work with fellow designer Jeff Munie and a newly formed team softgoods team at Stanley to develop a new product direction for the brand.

Ensuring that fans of the brand experienced this new extension as authentic to Stanley; aesthetically, functionally, and meeting the brand’s robust durability standard, would be a significant challenge.

THE SOLUTION
The launch of Stanley’s softgoods program was designed to pair with the legendary Quencher tumbler, sometimes in direct connection, as with the Quencher Carry-all, or adjacent, as with the cooler collection.

I took Jeff’s initial direction, and worked with factory partners to refine and realize the vision, establishing relationships with new vendors, supporting a growing internal team, and ensuring that the final products would be welcomed by a fervent fan base.

This collection has proven to be a massive success, selling over $30 million in the first year. The collection is functioning as a springboard for families of softgoods for Stanley in the years to come, and feedback from consumers has been exactly as hoped.

Details that Elevate

Fans of the brand know its Wingbear logo well, so we placed it in numerous locations on the collection. Stanley will also always be synonymous with stainless steel, so we matched the finish of the brand’s drinkware on touchpoints around the products, giving a premium feel and direct connection to Stanley’s long heritage.

Create richer experiences and product families with meaning

The Essentials Case was added to the new wearable water collection to support Stanley’s push into wearable hydration. Creating a product with an easy-to-install functionality and and aesthetic that moved from standard phone cases was a great challenge. Additionally, the case was designed to be carried either on a strap or as a clutch on its own.