Designed at Altitude, Inc in Boston, Massachusetts.
A PROUD FASHION HERITAGE
Since the 1980s Rampage has been one of the most recognizable and in-demand labels in the young contemporary/junior arena. Their combination of sexy and smart fashion pieces appeal to fashionable, confident women who are looking for a combination of work-appropriate and night club-ready styles at affordable prices.
A UNIQUE BRANDING OPPORTUNITY
In 2012 Rampage partnered with Jerdon Style to help them expand their iconic fashion offering to a new line of hair tools. These hair tools would leverage the unique brand equity offered by Rampage and would reflect the confidence, independence and beauty of the Rampage consumer.
UNDERSTANDING THE USER
Jerdon Style turned to the branding companies SCHAWK! and Anthem to help them better understand the Rampage core user and the overall hair dryer market. While the primary objective in this research was to inform future packaging and retail efforts it also had the potential to help lay a foundation for industrial design. Jerdon partnered with Altitude to provide the industrial design component of their development effort and requested that we dissect and apply the research performed by SCHAWK! and Anthem in a way that was most relevant to the design and development of their hair dryer offering.
A NEW TWIST ON AN OLD PRODUCT
Leveraging consumer profiles generated in the initial research phases Altitude created four categories which informed and help drive the initial concept development phase. From these initial ideas Jerdon Style selected a design to carry through to production and continued to lean heavily on Altitude through the development process. The result is a hair dryer unlike any other on the market.
Taking cues from its rich fashion heritage the Rampage hair dryer incorporates both hard and soft elements into a unique and ergonomic form which challenges and disrupts the often stagnant hair dryer market. Indeed, it is a hair tool that can be affectionately referred to as "the little black dress for your hair."