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Repurposing Comfort
Teddy
ROLE​
Creator and Designer
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RESPONSIBILITY
Design Research
Product Design
Branding and Identity
Graphic Design
UX/UI Design
Copywriting
CHALLENGE
Rising levels of depression, burnout, and loneliness make societal markers of maturity feel unattainable and out of reach for the millennial generation.
EXPERIENCE
Comfort objects are used during early childhood development to help infants gain emotional independence. They signify the first level of self-sustainability, enabling children to soothe themselves. Teddy takes comfort objects into the next generation, transforming well-loved, life-size teddy bears into anxiety-abating fashion statements.
With soft textures and muted tones, Teddy reassures millennials that even though they may never be able to buy a house, it's all going to be okay.
PROCESS
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