CREATIVE. DESIGN. MANAGEMENT.
DESCRIPTION: Experimental project centered around the core consumer and brand heritage. Celebrate the under $100 retail price point with an unexpected level of material richness, customization and performance.
TEAM: Director/iD-Pete Kelly, iD-Don Stiff, Concept Validation/Co-Design-Dave Vogt, Engineer-Randy Hull, Art Direction-Chris Metcalfe
CONTEXT: The Grind had to a rich, mixed material design that could be completely customized and have a low cost of goods in order for the target audience to be attracted to it. It is a classic case of my minimalist design approach were the goal is to have a low part count and low part complexity. The Grind is very much a Pete Kelly design.