Drip, Drip, Grow.

“A concept project and video campaign for Rains, to appeal to the Conscious Millennial through the use of a Growing Design Long Jacket. While also making their current consumer aware of the sustainability embodied by Rains.”

Rains is a Danish rainwear company founded in 2012. Denmark’s maritime climate and purported 121 days of rainfall per year was the start of the creative thinking process. Rains interpreted the traditional rubber raincoat in a contemporary and novel way by merging function with style. The brands focus is for you to enjoy the outdoors no matter what the weather predictions are.

Nature is becoming a recognised part of the design process. Designs will increasingly be ‘grown’ rather than ‘made’, using fungi, algae, bacteria and other natural processes. Mycelium, which is the vegetative part of fungus, has water repellent and water absorbing properties. Grow just the right amount of needed material, eliminating every potential leftover and waste during the making process. This textile needs very little water to grow and chemicals are unnecessary. Once disposed of, the jacket will transform into nutrients for new life.

Changing the negative image of Growing Design by feeding the prejudices, to thereafter break them down. Showing consumers that their assumptions on Growing Design are incorrect to let them embrace rather than reject it.

This project involved: trend research, in-depth interviews, brand research, target group research, market research, concept development, line extension, product development, campaign strategy and production campaign video.