A New Style For Picnics

by Micah Cheek

We’re finally approaching spring, and consumers are getting outside and shaking the cold off. Picnics are an affordable and fun entertainment option for the season, and developers are moving to serve the growing market of Millenials headed outdoors.

Igloo made a splash with the Daytripper line the company introduced at last year’s International Housewares Show, and the response was strong enough the product was actually released early. “The Daytripper sparked out of a design language meeting we had a year and a half ago, when we started to look at who our consumer is and how they live,” says Lisa Hayashi, Director of Brands, Igloo. “We have a customer segment called the ‘Downtowners.’ Female-centric, fun-loving, she buys for her or them, she likes to entertain, and her primary focus is urban exploration.” Igloo started developing designs that would accommodate these young professionals.

The growing interest in urban exploration is in part due to these Downtowners looking for events or gathering places that are more active and less expensive. “Even if you’re going to go out and find something that’s less expensive, there’s still ways to pack up nice food and have a great experience,” says Hayashi. “We’re not going out to fancy dinners all the time, but maybe we’re finding ways to gather outside while creating memories.” This sentiment was reflected in product testing. The line resonated with customers who were looking to try something new. “We did some fun events with REI-sponsored Outessa this summer, and this event was designed to get women out there and try guided experiences. We tought women how to pack out the Daytripper with nicely curated food and drinks,” says Hayashi. “Every class was packed. It was exciting to be with like-minded women who love great food, drinks and the outdoors.”

During research, Hayashi was able to identify some changes in direction they needed to take. More traditional picnic and travel sets were often large and cumbersome. Their functionality was often compromised by being overloaded with added tools and accessories. For the Daytripper, Igloo tried to bring it back to basics. “Our pack-ins were very conscious. We selected for quality. We did research to take out pack-ins that people wouldn’t necessarily find helpful,” says Hayashi. “When you turn the backpack around, there’s spaces for carabiners, a bottle opener and there’s support for lumbar support when you’re carrying around your goods. I am a pretty small person, and I have zero trouble using this bag.”

The Daytripper Tote is designed to hold snacks for two to four people, and comes with a cutting board, cheese knives, corkscrew and fold-out tray. The larger Backpack has more storage space along with the cutting board, cheese knives and corkscrew. Both are made in charcoal grey with orange accents.