Objectives:

• Finding a promotional item idea that is both a packaging and a gift, breaking with the usual men’s underwear department
• Following winter 2013 fashion trend (ultralight down jackets)
• Adopting a premium positioning in accordance with the distribution’s strategy, using HOM selective sales network.

Constraints:

• A range of bright and vivid colors
• The bag must close

Dakota’s actions & strategy:

• Creation of a very modern and “distinguishing” puffer bag
• Snap fasteners: design, practical, more resistant
• The brand is displayed on a rubber patch, similarly to a well-known brand, to strengthen the “luxury down jacket” effect