Building a Market-Leading Car Camping Brand

Product Design & Development | Brand Strategy

Kickstarting the Car Camping Revolution

From a mattress to sleep in your vehicle
to a whole new way to travel outdoors,
Luno changed the way we adventure.

As van-life grew in popularity, the allure of an adventurous lifestyle gained increasing attention and market share. Our team of outdoor enthusiasts envisioned a way to make exploration more accessible without requiring the full commitment of a van or vehicle buildout. This vision led us to create LUNO, a concept that pioneered an entirely new industry: a brand focused exclusively on the ease and accessibility of car camping. Comfort, convenience and durability were the driving product pillars and the led to two sold-out pre-orders of the Luno Air Mattress.

My responsibilities:

  • Build the brand strategy

  • Develop the product strategy and long-term product roadmap

  • Lead a product design team

  • Lead content creation strategy and production

  • Collaborate with Marketing leadership on GTM for all products

  • Business Purpose: make camping more convenient with an accessible, comfortable way to sleep inside of a vehicle.

  • Brand Taglines: ‘Built for the Backroads’ and ‘Drive. Camp. Explore.’

  • Brand Strategy: target current camping enthusiasts, transforming their vehicles into comfortable and functional adventure bases.

  • Content Strategy: elevated, comfortable camping.

  • Product Strategy: introduce durable, necessary, easy-to-use products that break down barriers within the camping experience.

  • Product Pillars: comfort, convenience and durability.

A Focus on Product

As Head of Product, I developed and executed long-term strategies and roadmaps for our product lines, aligning with consumer insights and market trends to drive growth. I led the end-to-end process of designing, developing, and managing production for over 20 new products, ensuring they met quality,
cost, and launch targets. I collaborated closely with marketing, sales and customer service teams to
ensure brand continuity, effective positioning and authentic promotion of our products in the market.

Founded
2018

Products Introduced
22

  • Product Design & Development

    I led the design and development process, transforming ideas and insights into tangible products. From creating initial prototypes to overseeing production, I ensured each product was crafted with quality, durability, and user experience in mind.

  • Marketing Content

    We showcased products in action with lifestyle photography and videos. We focused on capturing authentic content in aspirational outdoor settings, leveraging customer testimonials and UGC to build trust and community engagement.

  • Visual Media

    I wrote and produced media for our YouTube channel, the Luno Media Garage. My strategy focused on product, with an informational and knowledgeable tone. I prioritized giving our users tangible tips to better use the product because in this case, product expertise = enjoyment.

  • Trade Shows & Activations

    We prioritized organic growth and sought to build a strong community of advocates by showing up to our customers in person. With a high-price product and a request for users to change their behavior (tent → vehicle), it was imperative that we allowed customers to try the product and feel the difference for themselves.

  • Market Position

    Extensive market research on consumer behavior helped identify gaps and opportunities in the car camping space. User focus groups helped to better understand customer needs and preferences.

  • Brand Strategy

    Our logo needed to visually convey our focus on innovating in the camping space, while appealing to outdoor enthusiasts. We opted for a refined brand feel to accompany the elevated experience our products sought to provide.