Lupine manufactures the brightest and most expensive torches and bike lights for outdoor experiences. A highly specialized brand with 100% recognition in the mountain bike scene, but close to 0% awareness in the rest of the world. How can the brand become more relevant for a wider range of customers and be featured in blogs and magazines far beyond the outdoor scene?

Knowing that classical communication alone cannot meet this challenge we decided to transform the product. In a collaborative project we developed a very simple supplement which transforms the Lupine torch into a design piece of daily use - making it relevant for new, design-oriented users - and highly interesting for design blogs and magazines on a global scale.

As a result the Lupine Transformer Project stimulated a new discussion about the brand and its products. It engaged people far beyond the outdoor spots scene and has been featured in famous design blogs and magazines all over the world.

With the Academy of Modern Arts Munich we started the collaborative Lupine Transformers Project. Getting a wide range of ideas, we exposed them to our facebook users to support the final decision. The final design was then prototyped and optimized.

The result was a simple promotional item of just a frew Euros which could be used with all kinds of Lupine lights and transformed them into a beautiful indoor lamp.

The final product, the LT1, the first of the Lupine Transformers Editions is a lamp, that extends the original product usage and makes the original product even more valuable. The outdoor light gets an indoor light.

This collaborative design is very simple and users are able to carry the product everywhere, they want to go. The new LT1 is capable of carrying the Lupine Piko torch or the Lupine Betty torch.

Beyond that Lupine Transformer Project stimulated a new discussion about the brand and its products. It engaged people far beyond the outdoor spots scene and has been featured in famous design blogs and magazines all over the world.