Founded in 1999 by Yves Béhar, fuseproject is an …...Founded in 1999 by Yves Béhar, fuseproject...
Transcript of Founded in 1999 by Yves Béhar, fuseproject is an …...Founded in 1999 by Yves Béhar, fuseproject...
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Foundedin1999byYvesBéhar,fuseprojectisanaward‐winningSanFrancisco‐based
industrialdesignandbrandingfirm.fuseprojectworksacrossawidearrayofindustriesas
diverseastechnology,consumergoods,fashion,furnitureandsports.Thestudiotakesa
long‐termstrategicapproachtodevelopingandenhancingbrands.Itsconceptsarevisual
expressionsofbrandattributesthatspantheentirecustomerexperienceandaimtohelp
companiesinnovatethroughnarrativesinspiredbythecustomer’sexperience.
Wearefosteringchange,andsupportingtheevolutionofthebrandsweworkwiththrough
positioningstrategiesimplementedthroughourcapabilitiesinindustrialdesign,packaging,
graphics,naming,UIandenvironmentaldesign.Ourclientsbenefitfromfuseproject’s
approachthroughourabilitytoprovideabroaderviewofaproductdesignandbranding
program:fromanoverallbrandingprogram,incorporatingmarketingstrategiesand
communicationtactics,toproductdesign.
fuseprojectwaslisted2ndinBusinessWeek’sbestdesignfirmannualreviewin2006.In
addition,thestudio’sworkhasbeeninternationallyrecognizedbymuseums,includingsolo
exhibitionsattheSanFranciscoMuseumofModernArtandtheMuséedeDesignet
d'ArtsAppliquésContemporainsinLausanne,Switzerland,aswellasgroupshowsinthe
NYMOMA,theCooperHewittMuseumNY,theChicagoAthenaeumMuseum,theMunich
MuseumofAppliedArtsandtheRuhrmuseuminEssen.fuseproject’sdesignsarecollected
inthepermanentcollectionsoftheNYMoMA,SFMoMAandothers,andhasreceivedmore
than50awardsfromIDEA/BusinessWeek,RedDot,IDMagazineandIfIndustrieHanover.
AdditionallyYvesBeharistherecipientoftheprestigiousNationalDesignAwardfor
industrialdesign,awardedbytheCooperHewittSmithsonianNationalDesignMuseum.
fuseproject’sclientsincludeBirkenstock,Johnson&Johnson,MINIandBMWAG,Target,
Disney,DirecTV,Palm,HermanMiller,Method,Nike,HewlettPackard,Toshiba,
Alcatel,Adidas,Microsoft,Peoplepc,Swarovski,CocaColaandOneLaptopPerChild.Its
workhasbeenfeaturedinleadinggeneralinterestandbusinesspublications,includingNew
YorkTimes,BusinessWeek,FastCompany,AdWeekandinInternationalbusinessand
designmagazines.
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PUMA’sCleverLittleBag
InpartneringwithPUMA,aleaderinsportswear,shoesandproducts,welookedtocreateagamechangingpackagingsystemthatwouldgreatlyreduceboththeirfootprintandbuildontheirinitiativestowardcleaner,greener,andsaferpractices,contributingtoabetterworldaroundus.
Thechallengewastolookatoneofthemostdifficultandstagnantissuesfacingtheretailindustryinregardstosustainabilityandenvironmentalharm:packagingand,morespecifically,shoeboxes.Boxescontributetomillionsoftonsofwasteayearandevenwithproposedseconduses,theyareeventuallythrownout.
For21months,boxesandsystemswerestudied:howtofoldthem,howtoshipthemandhowtoreducethem.Butallofthesewereincrementalsteps;reductioncanonlydosomuch.Finally,weexploredgettingridofthemaltogether.Wediscoveredanewdesignsolution,a“cleverlittlebag”.
Byprovidingstructuretoacardboardsheet,thebaguses65%lesscardboardthanthestandardshoebox,hasnolaminatedprinting,notissuepaper,takesuplessspaceandweighslessinshipping,andreplacestheplasticretailbag.
Thecardboardstructureisdiecutfromoneflatpieceofmaterialandhasnoadditionalprintingorassembly,thusitcanbereturnedtothestreamfasterandmoreefficiently.Thestructurewascreatedwithfourwallsthattaperintoallowforsecuredstacking,animportantelementleftoverfromtheoriginalshoebox.
Thebagisstitchedwithheat,notwoven,whichmeanslessworkandwaste.Itprotectstheshoesfromdustanddirtinthewarehouseandduringshipping.The“cleverlittlebag”isaniconicbrandelementuponleavingthestoreasitreplacestheplasticshoppingbag,andcanalsobeusedforshoestorageintravelsuitcases.Thebagismadeofnon‐wovenpolyesterconsistingofpolypropylene,andeventuallyisalsorecyclable.
Withour‘cleverlittlebag’,Pumakicks‐offthenextpivotalphaseofit’ssustainabilityprogram.Thetensofmillionsofshoesshippedin‘thecleverlittlebag’willreducewater,energyanddieselconsumptiononthemanufacturinglevelalonebymorethan60%peryear.Inotherwords:approximately8,500tonslesspaperconsumed,20millionMegajoulesofelectricitysaved,1millionliterslessfueloilusedand1millionlitersofwaterconserved.Duringtransport500,000litersofdieselissavedandlastly,byreplacingtraditionalshoppingbagsthedifferenceinweightwillsavealmost275tonsofplastic.
Inchangingthepackaginganddistributionlifecyclefromthegroundup,wewantournewdesignandcomprehensivesolutiontoencourageotherretailcompaniestofollowsuit.Thatsuchalittlebagcanhavesuchabigimpact...youcanseewhywecalleditclever.
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