The Solution:

KDA obtained samples of the major competitive Lunchboxes and performed an analysis of all lunchboxes currently on the market. Based on these observations and Thermos' marketing objectives KDA provided a series of concept sketches. The new designs were targeted at the adult male market which included factory workers, construction, and blue collar shift workers in the labor force. The lunchbox needed to have a tough, rough masculine appeal along with the strength to withstand rough handling and drops that would not accidentally open the lunchbox or break the Thermos Bottle that was held in the upper half of the box.

Thermos Marketing selected the design that best met the initial objectives. KDA then fabricated a 3D functional prototype model that looked, felt and functioned exactly like an injection molded production piece. This was accomplished by building a wood pattern, rubber molds and casting a thin-wall urethane model of the new Lunch box.