Flexfit 110 Hybrid Lab

Flexfit 110 Hybrid Laboratory

Brand Strategy | Creative Direction

Challenge

The Flexfit 110 cap offers wearers the perfect fit by combining Flexfit’s signature stretch sweatband with an adjustable back closure. Although the product was launched in 2013, customers had a difficult time differentiating this product from a regular Flexfit cap. How can we reintroduce Flexfit 110 at ComplexCon 2019 in a way that clearly communicates its unique value?

Solution

In order to emphasize the combination of two key elements coming together to create the perfect fit (Flexfit sweatband + adjustable closure), we represented the idea with a “hybrid lab” theme. Based on this concept, we created a lab-booth installation that showcased the deconstructed components of the Flexfit 110 cap. Attendees were encouraged to complete their “lab research” by choosing a stretch-fitted cap along with a custom back closure. The lab scientists would then sew the components together to complete the attendee’s unique “hybrid” creation.

Results

Initially attracted by such a cool booth, thousands of attendees stopped by the lab to participate in this innovative experiment. By experiencing the construction of the cap first-hand, attendees were able to intuitively understand the unique identity of a Flexfit 110 cap.