CONCEPT DEVELOPMENT

CONTIGO - LUXE AUTOSEAL BOTTLE

OPPORTUNITY

Consumers live increasingly complex, on-the-go lifestyles and personal beverage containers are now a must-have. They’re typically used all day (often while multi-tasking/carrying other things) and they have become a personal style accessory. While hot container users are most concerned with functional benefits, personal expression plays a strong secondary role. Contigo saw an opportunity to position themselves as a fashion-forward brand with the launch of the Luxe Autoseal Bottle. They wanted to expand the Contigo brand upmarket and drive the brand positioning of sophisticated, premium design for discerning consumers.

TARGET CONSUMER

Accomplished, ambitious, busy women and men who pride themselves in owning high design and superior performing products that display their taste and sophistication.

Consumer profile example: style conscious fashionista, 18-34 year old female. Sloan is locked into her daily routine, conceding that the majority of the working week she will be buying coffee at the local Starbucks near her office. She knows that staying caffeinated is at the core of her busy routine. She also wants her bottle to signal to the world that she takes care of herself, has good taste and can afford a “little luxury” such as a premium-priced, beautifully designed coffee mug. She demands high fashion and function in every facet of her life.

DESIGN DIRECTION

Consumers want to be noticed for their refined design while on-the-go, but they demand superior performance as well. Luxe Autoseal leverages Contigo’s design expertise to create a product that combines contemporary, sophisticated industrial design and elegant CMF application with features preferred by consumers. The end result will provoke an emotional reaction and will be sought after and coveted. 

MUST-HAVE FEATURES:

  • AUTOSEAL technology; spill-proof

  • Reservoir style drink well

  • 12oz, 14oz, and 16oz usable capacity

  • Easy-clean lid

  • Thermalock vacuum insulation to keep beverages cold and hot for hours

  • Dishwasher safe lid and body

  • Fits most standard car cup holders

  • Button lock for added protection and confidence on-the-go

  • BPA free

  • 3 waves of colors in premium, metallic finishes

 

DESIGN REFINEMENT