by Tiana Spellman on 10/04/2011 | 2 Minute Read
The good folks at Oglesby & Butler, the worlds leading manufacturer of portable herbal vaporizers (yes, those) sought Sequitur Creative and ID partners at Thing Tank out to help them reinvent their category.
"Their previous vaporizer, the IOLITE, was a huge, huge success. But they had a hunch they could successfully reach out to a whole new demographic -- basically the sort of design-savvy, urban, lifestyle consumers who wouldn't be caught dead in a head shop. People who, given the option, would go bananas for a vaporizer that was entirely at home amongst all the other high-end devices they rely on daily -- you know, like their iPhone, their Jawbone, their Chemex, their Tivoli, their Leica. You name it. "
"Our brief: to figure out what was and wasn't working with their previous product (via a series of what we coined unfocused groups) and then to use those insights as a touchstone as we designed, positioned, named, packaged and marketed a whole new line of products that are as covetable and elegant as they are intuitive and easy to use."
Voila! The WISPR
Thanks to Rudi O'Meara Principal + Creative Director at Sequitur Creative for submitting this to us.