Stanley All Day Madeline Backpack

The Stanley All Day Coolers were the result of intuitive market understanding to provide a unique and successful entry into the Soft Cooler market for a historic brand. I was brought in to lead the design and development of the newly formed Mobility, Storage & Supply category at Stanley and asked to develop a line of food storage products that spoke to the recent success and proud history of the 112 year old brand. From my experience in the industry I knew Stanley needed an identifiable design to set it apart in a crowded marketplace. I sketched multiple designs before identifying the doctors-bag style opening as something that would speak to the history of the brand, but also provide real user benefits like easy closure and a wide opening. By embracing ‘Design for Her’ we defined a material and trim package that would harken to the brands historic durability, as well as draw connections to luxury hand bags. I designed and developed this product line with Vignesh Chari and Graeme Waggoner from idea, sketch, CAD, tech pack to in-factory commercialization. It has won GOOD design and Core77 design awards.