Ello Two-Lid Tumbler
Spring 2023— Leapfrog Brands Co-op
A project surrounding stainless steel coffee tumblers and how Ello could expand their brand portfolio. Included opportunity sizing, competitor analysis, sketching, CAD, rendering, and CMF work.
Final solution is a dual-lid tumbler that allows for a sanitary yet easy leakproof drink, inspired by Kinto’s travel tumbler.
Love the trend, but are not willing to spend so much money on it,
The Ello consumer
predominately female, ages 20-40, trendy, cheap travel enthusiast, multiple work locations, coffee addict, Target lover
Existing Ello
coffee products
cute, trendy, low-cost, simple
How can Leapfrog expand it?
Market Research
unique premiums largely unaccessible in American retail
ranging from $35-50
What stood out:
The Kinto tumbler
2000+ reviews, 4.8/5 stars
$34.20, kinto-usa.com
based in Japan
Ideation
The Ello tumbler
(hypothetically) available in Target and other major retail locations around the United States for ~$15
CMF
Four trend groups taking inspiration from Pinterest search statistics, Tik-Tok hastag trends, and WGSN reports
1 Deep Nourishment
“A long-standing staple in Asian cultures, ocean-based foods and minerals are growing in popularity among Millennials and Gen X all over the globe thanks to their much-needed health benefits.”
2 The Basics
Timeless ideas with a hint of trendiness. This is meant to extend the product’s lifetime, as the most sustainable product is one used for a long period of time.
“Combining ethereal sensuality with the dreamlike quality of ballet, this trend is a gender-agnostic expression of femininity and strength.”
3 Carefree Vibrance
4 Coffee Co-branding
Showing how simple and cool a brand collaboration can look from an already established company that carries personalized drinkware. Due to the simplistic nature of this tumbler, it would pair well in combination with a brand.
