Millions of dog lovers use a retractable dog leash on a daily basis and it has become an indispensible accessory.
I was asked to come up with a styling for the new DogX2Go product line from Karlie-Flamingo. I started out with market, technical and ergonomical research research to gain insights into use, size/volume and weight and to get an idea of the form language of the existing products.
For the new line, we wanted to focus on colour and "designy-ness", with "elegance" being an important ingredient. The product had to facilitate the idea that walking a dog is not a boring daily routine, but fun and meaningful. The product had to enhance the experience in a positive way by offering usability and "coolness".
This project was done as a senior product designer at Cides.