founded in 1999 by yves béhar, fuseproject is an …...founded in 1999 by yves béhar, fuseproject...
TRANSCRIPT
Foundedin1999byYvesBéhar,fuseprojectisanaward‐winningSanFrancisco‐based
industrialdesignandbrandingfirm.fuseprojectworksacrossawidearrayofindustriesas
diverseastechnology,consumergoods,fashion,furnitureandsports.Thestudiotakesa
long‐termstrategicapproachtodevelopingandenhancingbrands.Itsconceptsarevisual
expressionsofbrandattributesthatspantheentirecustomerexperienceandaimtohelp
companiesinnovatethroughnarrativesinspiredbythecustomer’sexperience.
Wearefosteringchange,andsupportingtheevolutionofthebrandsweworkwiththrough
positioningstrategiesimplementedthroughourcapabilitiesinindustrialdesign,packaging,
graphics,naming,UIandenvironmentaldesign.Ourclientsbenefitfromfuseproject’s
approachthroughourabilitytoprovideabroaderviewofaproductdesignandbranding
program:fromanoverallbrandingprogram,incorporatingmarketingstrategiesand
communicationtactics,toproductdesign.
fuseprojectwaslisted2ndinBusinessWeek’sbestdesignfirmannualreviewin2006.In
addition,thestudio’sworkhasbeeninternationallyrecognizedbymuseums,includingsolo
exhibitionsattheSanFranciscoMuseumofModernArtandtheMuséedeDesignet
d'ArtsAppliquésContemporainsinLausanne,Switzerland,aswellasgroupshowsinthe
NYMOMA,theCooperHewittMuseumNY,theChicagoAthenaeumMuseum,theMunich
MuseumofAppliedArtsandtheRuhrmuseuminEssen.fuseproject’sdesignsarecollected
inthepermanentcollectionsoftheNYMoMA,SFMoMAandothers,andhasreceivedmore
than50awardsfromIDEA/BusinessWeek,RedDot,IDMagazineandIfIndustrieHanover.
AdditionallyYvesBeharistherecipientoftheprestigiousNationalDesignAwardfor
industrialdesign,awardedbytheCooperHewittSmithsonianNationalDesignMuseum.
fuseproject’sclientsincludeBirkenstock,Johnson&Johnson,MINIandBMWAG,Target,
Disney,DirecTV,Palm,HermanMiller,Method,Nike,HewlettPackard,Toshiba,
Alcatel,Adidas,Microsoft,Peoplepc,Swarovski,CocaColaandOneLaptopPerChild.Its
workhasbeenfeaturedinleadinggeneralinterestandbusinesspublications,includingNew
YorkTimes,BusinessWeek,FastCompany,AdWeekandinInternationalbusinessand
designmagazines.
PUMA’sCleverLittleBag
InpartneringwithPUMA,aleaderinsportswear,shoesandproducts,welookedtocreateagamechangingpackagingsystemthatwouldgreatlyreduceboththeirfootprintandbuildontheirinitiativestowardcleaner,greener,andsaferpractices,contributingtoabetterworldaroundus.
Thechallengewastolookatoneofthemostdifficultandstagnantissuesfacingtheretailindustryinregardstosustainabilityandenvironmentalharm:packagingand,morespecifically,shoeboxes.Boxescontributetomillionsoftonsofwasteayearandevenwithproposedseconduses,theyareeventuallythrownout.
For21months,boxesandsystemswerestudied:howtofoldthem,howtoshipthemandhowtoreducethem.Butallofthesewereincrementalsteps;reductioncanonlydosomuch.Finally,weexploredgettingridofthemaltogether.Wediscoveredanewdesignsolution,a“cleverlittlebag”.
Byprovidingstructuretoacardboardsheet,thebaguses65%lesscardboardthanthestandardshoebox,hasnolaminatedprinting,notissuepaper,takesuplessspaceandweighslessinshipping,andreplacestheplasticretailbag.
Thecardboardstructureisdiecutfromoneflatpieceofmaterialandhasnoadditionalprintingorassembly,thusitcanbereturnedtothestreamfasterandmoreefficiently.Thestructurewascreatedwithfourwallsthattaperintoallowforsecuredstacking,animportantelementleftoverfromtheoriginalshoebox.
Thebagisstitchedwithheat,notwoven,whichmeanslessworkandwaste.Itprotectstheshoesfromdustanddirtinthewarehouseandduringshipping.The“cleverlittlebag”isaniconicbrandelementuponleavingthestoreasitreplacestheplasticshoppingbag,andcanalsobeusedforshoestorageintravelsuitcases.Thebagismadeofnon‐wovenpolyesterconsistingofpolypropylene,andeventuallyisalsorecyclable.
Withour‘cleverlittlebag’,Pumakicks‐offthenextpivotalphaseofit’ssustainabilityprogram.Thetensofmillionsofshoesshippedin‘thecleverlittlebag’willreducewater,energyanddieselconsumptiononthemanufacturinglevelalonebymorethan60%peryear.Inotherwords:approximately8,500tonslesspaperconsumed,20millionMegajoulesofelectricitysaved,1millionliterslessfueloilusedand1millionlitersofwaterconserved.Duringtransport500,000litersofdieselissavedandlastly,byreplacingtraditionalshoppingbagsthedifferenceinweightwillsavealmost275tonsofplastic.
Inchangingthepackaginganddistributionlifecyclefromthegroundup,wewantournewdesignandcomprehensivesolutiontoencourageotherretailcompaniestofollowsuit.Thatsuchalittlebagcanhavesuchabigimpact...youcanseewhywecalleditclever.