TYR is known for its bright pop colors creating a youthful atmosphere and attracting young, fun-loving swimmers. But what happens when those users age? Will some of them go elsewhere to find more mature styles? My strategy for this line was to create a modern line of bags that appeal to a wider audience but maintain on-brand styling. From the research, rogue companies like Supreme have up-ended the market. To be competitive, the focus should be on materials, innovation, and bold styling.
*Simple styling with feature-rich capabilities*
To imagine what this collection should look like in the brand refresh, I created a mood board to represent the request for the styling to evoke the look of a Wally boat. I took this to mean: intense, moody, sleek, slightly aggressive, and impressive. Combining these with TYR's sporty, technical, yet simple reputation as well as the gritty vibes throughout the instagram posts lead me to the mood board below.
![](https://cdn.prod.website-files.com/6657d5891f0b9fe1bf2f0afd/665fb83e7fd3ca49ebb588f8_e30e07c4-ac3a-460d-927d-80a39075c12b_rw_1920.png)
After getting clear on user stories and direction--the sketches, patterns, 1:1 paper prototypes, fabric sourcing, sewn prototypes, and manufactured samples, graphic development, quality control followed.
![](https://cdn.prod.website-files.com/6657d5891f0b9fe1bf2f0afd/665fb8eb5df2b704b5680af7_42ebb27d-639c-4af6-a3f9-116fecb8996c_rw_1920.png)