The brief

David Trotter is a former Highland soldier, high flying executive with one of the world’s leading event companies, owner of the UK’s leading treehouse design and construction company, and serial inventor and entrepeneur.

So when he tells you that he has a completely new, safe way to carry drinks, inspired by his love of sailing, you listen. We liked what we heard. He needed a strategic positioning, packaging design, and a digital strategy.

The brand

muggi is made from non absorbent and washable foam. It’s designed so that it’s light and easy to carry, but also strong and secure. muggi holds your mugs, glasses or cups in four precision moulded slots. Conceived with yachtsmen in mind, for use when sailing in rough seas, muggi is just as useful for a host of outdoor occasions , from camping to working on site; enjoying a music festival to relaxing in your garden.

The strategy

We decided that while muggi had many uses, provenance and authenticity were hugely important to building a brand success. At launch muggi had to be rooted in a sector; show how it was developed with a need in mind, and consumers (those passionate about yachting or otherwise) would understand, and respect you more. Consumers are also sophisticated enough to project their own uses onto a brand.

We also advised that we make David ‘Trotski’ Trotter a very visible aspect of the brand. A Dyson / Branson positioning is perfect for both Muggi, and for further product development and brand launch. The entrepeneur / inventor allows for characterful, idiosyncratic presentation of the brand, which means we could build a clear brand personality from launch. It also helps justify a price premium.

The project

It was the cold and dark of December when the client asked us to help him launch Muggi at the London International Boat Show. Which started on the 6th January. So we had to move heaven, earth and Christmas to ensure that first of all the packaging design was ready to go to print on time, and that the print marketing material and website were ready and live for the show.

The success

muggi was an instant hit at the London International Boat Show, with sales greatly exceeding expectation, and new production having to be brought forward almost immediately. Since then, it has secured distribution in numerous yachting chains (online and high street) and has been exported all over the world.