Just after Dorel Europe’s acquisition of well-known Dutch stroller brand Quinny, management decided that a new direction was required. At the time, the Quinny brand was characterised by a strong outdoor style and large, perhaps slightly over-engineered three-wheel and four-wheel strollers.
The market for strollers was changing, showing a clear trend towards urban use. This called for greater compactness, less weight and improved functionality. But above all, strollers were increasingly becoming a life-style item instead of merely a functional product.
Consumers were willing to spend much more money on stroller designs with which they could identify or that reflected their personal style.
This not only required a radical change in Quinny’s approach to product design, it also meant that new brand values had to developed.
Vanderveer Designers came up with a design strategy that created a totally new brand identity while simultaneously developing two highly contemporary new stroller concepts. One of these was a full-size stroller, the Quinny Buzz, with an automatic fold-away system. And the Quinny Zapp, the smallest collapsible buggy on the market.
A new logo was developed along with a new overall brand style (movies, catalogues, photography, commercial messages, etc.).
The Quinny Zapp has been an unparalleled success ever since its launch in 2004. With almost 1 million Zapp buggies sold to date, the product’s market share continues to grow.
This timeless, iconic design has put Quinny on the map again and does justice to its slogan of ‘Always ahead’.
In our design strategy for transforming Quinny into a life-style brand, we deliberately choose to create a new brand identity while simultaneously developing contemporary products. So, instead of writing extensive and self-important reports about the brand and its values, we consciously allowed it to grow and emerge alongside tangible ideas about life-style design in relation to strollers.
This reciprocal bilateral creative process has proven to be very successful.
Demand in the stroller market was moving rapidly towards more life-style oriented products. Upcoming brands like Bugaboo proved that consumers were willing to spend much more on a stroller that was stylish and reflected a certain status.
One of the conclusions we drew when analysing the market was that while functionality was important, it was increasingly being overshadowed by style and iconic design as key factors in the purchase decision. Previously, simply adding features had been the proven recipe for improving the product. Now, making choices had become essential. Select a limited number of functions that the product can perform better than any other competitor and use these features to create a unique and iconic design.
For example, most of the buggies that were already offered in the market had a seat reclining feature, a bumper bar, storage space, etc. Up until that time, ‘improving’ the product had always involved adding features or refining existing features.
Removing features was virtually unthinkable; to do so required courage and vision. Fortunately the people at Quinny had an ample measure of both, giving us the opportunity of creating something outstanding and unique.
The design brief for the Quinny Zapp was as simple as it was challenging: “Create the smallest collapsible buggy in the world.”
Until then, all buggy designs had been spin-offs of the original MacLaren buggy design, which dated back to the nineteen sixties. In order to create a smaller collapsible package while also creating a significantly different look, our creative team came up with several proposals for new fold-away designs, each with its own unique appearance.
The chosen concept was not only iconic in terms of its looks, it also was very compact when collapsed and even bigger than a standard buggy when fully erected.
An early functional model, built in our in-house modelling shop proved the functionality and was very useful in helping us determine the overall proportions and ergonomics.
This initial model was unveiled in a ‘secret room’ during the 2004 Kind und Jugend Juvenile fair in Cologne. It was received very positively by all who saw it.
After internal and external reviewing, our creative engineers worked out the design in 3D CAD. All the external shapes and surfaces were defined with the aid of Solid Works, a CAD program that easily integrates with the software used by most manufacturers’ engineering departments.
These files were sent to the manufacturing facility in China for final production engineering.
Our designers visited the Chinese manufacturer several times in order to ensure that the aesthetic qualities of the product were given adequate attention during final engineering.
Vanderveer Designers simultaneously developed the designs for both the Quinny Zapp buggy and the Quinny Buzz stroller.
Both strollers defined a new direction for Quinny in terms of brand image and brand values.
This new direction called for a new brand logo and a signature brand style. Vanderveer Designers created the new Quinny logo and specific logos for the range of Quinny products. Van der Veer Designers were also instrumental in specifying a new photographic style and created product movies in accordance with that new style. Finally, new product brochures were designed as well as point-of-sale presentation material.
The Quinny Zapp design is the result of excellent cooperation between different disciplines at Vanderveer Designers and Dorel.
It showcases the capabilities of our creative specialists:
Thinking outside the box and exceeding expectations, resulting in a timeless, iconic design that has already been highly successful for more than 10 years.