client: Tiger Corporation
product: Sports Bottle
Street Sports
Inline skaters want to have their hands free most of the time; their hands are part of their equipment when they skate.
Skateboarders do not wear backpacks when they skate. Instead, they wear baggy pants, which have lots of large pockets as part of today’s fashion.
Ordinary bottles do not fit well in large pockets, but a flatter shaped bottle does. It would be more ergonomically suited to being against the body, and less prone to bouncing around and being bothersome.
Current trends in Los Angeles, as well as in other urban areas, are street sports such as Inline Skating, Skateboarding and Extreme Bike Riding. To appeal to this segment, graphics need to be edgy, radical and wild.

Active Sports
For serious athletes such as rock climbers, hard core trekkers and backpackers, a serious bottle full of function and simplicity of style is needed. It needs to be lightweight, compact and durable, of course, and all of its features should have a real purpose.
The finger/hanging ring concept on this bottle will be appreciated by this segment, who can hang it from a backpack or locate it easily in an equipment bag. Any kind of graphic can be used on the bottle, but it should contribute to functionality–something easy to find or recognize.

Extreme Sports
Extreme Sports lover likes goods with full of function. Bigger than its own purposes of use. Cliffhanger, mountain climber, Hard-Core Trekker and Backpacker.
Lightweight, compact, durable, so on, so forth. Those factors are very important to those segments, almost vital. Hanging this wellsized water bottle from equipment belts or backpack by the ring on the back of bottle will be a big ease. Graphic could also be radical but more gear toward “Easy to recognize or easy to find”.

Weekend Athletes
For city or urban dwellers who do not have to travel far to do the sport they love, a more “everyday use” type of sports bottle is ideal. This market is still keenly aware of the importance of hydration to one’s health, especially in California.
On the style conscious West Coast, a functional and sleek thermal bottle might appeal to this segment, enough to lure them away from a simple plastic bottle which will not keep drinks cold.
This type could be brought to tennis matches or lessons, basketball or baseball games, etc. Families (especially the Moms) would bring it along to kids’ soccer matches or other activities which take place weekly.

City/Urban
City/urban uses. Much more gear toward “EVERYDAY LIFE” type concept. Life in the city is described as “Concrete Jungle” or “Asphalt Desert”. People have to hydrate themselves as they go. Instead of holding cheep pet bottles, Why not go with stylish bottle with “ever-cold” water. Take it to any leisure like going to ball game, playing tennis, play basket ball, so on so forth.