LŪP — 2023

Our modern lives are surrounded by portable devices, each one powered by batteries that need charging. This inevitably means dealing with cables. And dealing with cables inevitably means pulling, untangling, stuffing, wrapping, and bundling unruly lengths of kinked up cordage. Most cable management solutions involve an additional element to wrangle the cable, but LŪP came to us with the elegant solution of embedding a magnetic strip that coerces the cable to effortlessly wrap itself into a compact roll. We helped LŪP design the cable and develop the brand for retail.

We designed the overmold, cable weave pattern, and colorways for LŪP. In addition to the industrial design, we also developed all the visual assets for use in online retail. Outwardly, the cable doesn’t appear particularly unusual. The real magic of the experience comes from the cable’s well-behaved nature. We sought to convey this physicality in a realistic way through the product renders.

Branding

In our collaboration to develop this product, we also worked to establish its identity. In an oversaturated tech market, it can be challenging to both stand out and fit in. A name has power, and the way it is presented can imbue a brand with the character it needs. The cable’s innovative behavior served as a strong basis from which to begin our ideative search. The way the cable intuitively rolls or unrolls as needed gives it personality, and it begins to feel like a helpful little companion of digital life. We developed the name “LŪP” to convey this physical behavior and congenial relationship with a succinct name that’s snappy, natural, and fun to say. We then worked through a range of visual representations of this name and refined them into a logo that’s reminiscent of the cable’s stowed state and modern and clean with softened, friendly letterforms.

Packaging

Though LŪP ships direct-to-consumer, the cable still needed a compelling unboxing experience. We designed the packaging to transport the cable neatly and safely in its rolled state. Environmental impact was also of high concern. Our low-impact design uses recycled materials that can themselves be easily deconstructed and recycled by the end user. There is no glue or tape or anything to rip. The outer sleeve is held in place with a tab that slots into the folded cardboard frame. The molded pulp insert fits into this frame with friction and holds one end of the cable in place purely through its shape. This elegant simplicity also facilitates returns with the packaging in-tact and in original condition, making resale possible and further reducing environmental footprint.