AMM-Vituri Crafting Totes: A Study in Positioning
All My Memories was a very successful scrap-booking and crafting boutique. It thrived for a time because it was very good at creatively providing its customers with a regular flow of new and innovative scrap-booking papers, embellishments, and albums. However, launching an entirely new product line every three months to stay ahead of demand is a very difficult thing to do. So, we began to identify what we did better than any of our competitors, and that was develop hard goods. We experimented with developing more than just albums, we revolutionized the storage tote industry by making what used to be just a plastic milk crate on a luggage dolly into a line of high fashion totes that looked and acted like upscale luggage. It was an instant success.
I served as the creative director for this project and my good friend, Don Lambson, was the art director.
