FieldCandy.

It's rare that a project as expansive and enriching as this comes along. We were contacted by a company without a name and a product without a face. But a great idea. Something that had never been done before on this scale.

Our client, a very successful product designer - came up with an idea for bringing an old classic back to life. The A-Frame tent. Like other classics before, the Mini and Beetle, this was a big challenge. And the result was no normal tent - and it had taken a radical upgrade.

Bigger and better doesn't explain it. This tent has updated, unbendable pegs. And a peg puller. The very best poles, zips and ventilation. More room, lots of lockable pockets and iPhone pouches - and a number of the new and exciting features. But the real difference, at least the most noticeable difference - the flysheet.

Every single one should be exciting and make you smile. Turning a campsite into a virtual, loveable art gallery. And the challenge to make the product so powerful, that it wouldn't need any advertising whatsoever. Anywhere in the world.

THE IDEA.

We had to name the brand, and the tents. We had the challenge of designing many of the flysheets, and working with legend designers from a range of sectors to produce special edition limited run tents. We had to produce the website and viral assets for the social space.

We knew at a very early stage that the brand needed to appeal to the design-led. The product itself oozes such design credibility and, dare we say it, 'cool'. So much so, that we decided that the right strategy was to let the product do most of the talking.

Early on we created the brand name 'FieldCandy', and the positioning 'Outstanding Tents'. Both described the product and the feeling when you see the tents in real life. We spent a huge amount of time working closely with the client over the print and production techniques along with the physical flysheet concepts.

The project was a labour of love that us on a journey from NPD and product development through to the creation and launch of the touchpoints.

RESULTS.

So far (just over ten days in at the time of going to press), the project has been a huge success. It's a huge hit in the social space, with no promotional above the line support. FieldCandy continues to create a vast amount of exciting discussions with exactly the right audiences.

We're very excited about the future for FieldCandy.