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Repurposing Comfort

Teddy

ROLE​

Designer

RESPONSIBILITY

Design Research

Product Design 

Branding and Identity 

Graphic Design

UX/UI Design 

Copywriting

CHALLENGE

A graduate course in innovation design taught the process of design thinking through the creation of a physical object addressing a specific audience need. Audience research into the millennial generation revealed rising levels of depression, burnout, and loneliness, making societal markers of maturity feel unattainable and out of reach. 

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. 

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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.

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