The Brief:
Design a versatile, casual product family that utilizes the Timbercush technology.
Features:
- Must be suitable for everyday lifestyle wearing occasions.
- Uppers must be simple and thoughtful with crafted details and versatile wearability.
- Mid 20's - 30's age range.
- The tooling must show the Timbercush technology (exposed midsole with responsive, zonal dual density cushioning system).
- Sprinkle in Timberland DNA - Lugs, 4 row stitch, wheat.
Phase 1: Identify the issue and solve the problem
Problem: Timberland lacks a casual sneaker that can be used for everyday wear. Find the balance between a versatile sneaker with the Timberland rugged design language and aesthetic.
Answer: Simplicity is key. 75% of the design should be focused on the easy, everyday wearing occasion with an emphasis on comfortable materials and construction, while the remaining 25% should show off the Timberland DNA.
Phase 2: Material and construction exploration
Explore and uncover materials that reinforce the original brief. All materials should be:
- Hand-feel must be buttery soft to the touch
- If leather or synthetic, it must be lightweight and flexible. If textile, it must be breathable and comfortable.
- Zonal cushioning must have a good bounce and must also be able to withstand ground contact.
- Rubber must be grippy and non-marking
Phase 3: Refine the details
Communicate with our merch and development partners to refine the details and choose the best course of action.
Phase 4: Final pattern direction
Phase 5: Pattern corrections
Phase 5: CADS
The Final Products
