SUMMARY
Tim Parr challenged us to push Caddis beyond being “just an eyewear brand,” while staying true to its anti-anti-aging message. Through our research, we found that the 50+ demographic Caddis target are busy and often see movement or exercise as something unenjoyable, something they fit into their lives because they feel they should. Because Caddis is about embracing yourself and continuing to grow, we wanted to lean into the lifestyle aspect of the brand. Our goal is to encourage the 50+ community to own their bodies and move for joy, not just to meet society’s expectations around body image.
challenge
We identified a need for lifestyle brands that feel like a community and that seamlessly integrate themselves into more than one area of our stakeholders lives. We identified a desire from our demographic to continue taking care of their bodies in a way that doesn’t feel forced. And we learned our stakeholders do not like brands to be pushed and shoved to them through social media, they value genuine connection and feeling seen.
Outcome
Our project takes the form of an event template that can be replicated at both large and small scales. Each Caddis MOVE Event centers on a single movement-based activity such as golf, surfing, or hiking led by an Architect and Custodian of the Caddis brand. Attendees are encouraged to learn from and with one another, fostering connection and community. These events deepen the relationship between Caddis and its clients, and extends the brand beyond its retail presence in NYC and LA. By activating these experiences and capturing content from them, Caddis can continue to reinforce its message: you can do and be anything, at any age.
MEET THE Designers:
Justice Trohan
Giuliana Bonifasi
Jackson Weis