This case study explores how air up could expand its portfolio for Gen Z users through a modular system approach.
Instead of redesigning a single bottle, the project reframes air up as a scenario-based hydration system — focusing on usability clarity, personalization, and reduced cognitive load.
The concept addresses real user pain points identified through customer-perspective research and proposes a modular architecture that enables flexible daily configurations.
_ Scenario-driven product architecture
_ Modular functional separation
_ CMF as strategic differentiation tool
_ Manufacturability-conscious concept design
_ Fast development methodology
The system restructures the bottle into independent modules:
_ Core Aroma Module
_ Interface & Attachment Module
_ Bottle Body Modules
Each module communicates function clearly and allows configuration flexibility without changing the overall structural logic.
The form language prioritizes:
_ Clear state communication
_ Reduced visual noise
_ Configurable ergonomics
_ Stability in daily scenarios
CMF is used as a communication layer rather than decoration.Three scenario-based CMF directions were defined:
Commuting
Soft-coated metal body · Matte pastel tones · Rubber base ring
Work / Study
Translucent matte metal · Soft neutral colors · Reduced surface contrast
Gym
Textured grip surfaces · Reinforced plastics · Minimal branding
CMF supports:
_ State perception
_ Emotional ownership
_ Context adaptation
_ Brand relevance for Gen Z
Air up is a D2C-first hydration brand built around retronasal scent technology.
The company faces a strategic challenge:
Regaining relevance in a competitive landscape and winning the hearts of Gen Z users.
This concept demonstrates how modular architecture, functional clarity and fast iteration can respond to that challenge.
Must be finished in 2 days.