Thule has been awarded the prestigious title of Red Dot: Design Team of the Year 2024. Since 1988, this honor has been given annually to a team that consistently demonstrates exceptional innovation and quality. The Thule design team now joins the ranks of esteemed previous winners such as Braun, Sony, Apple, and Philips.
Thule, the well-known Swedish brand for outdoor adventure and lifestyle products, has been awarded the Red Dot: Design Team of the Year 2024. This honor highlights Thule's dedication to innovative design, functional excellence, and a deep understanding of its customers' needs.
Founded in 1942, Thule has a rich history spanning over 80 years. It started with a simple hook-shaped pike trap for local fishermen and evolved into producing outdoor gear for families, athletes, and enthusiasts. Today, Thule is a global leader within the outdoor industry.
Thule's design philosophy encourages people to embrace their passions—whether it's skiing, biking, running with kids, or simply living life to the fullest. Thule's products seamlessly integrate with each other, creating a cohesive and visually appealing collection. The brand sells not just products, but a lifestyle of adventure and exploration. In recent years, Thule has refined its design approach, ensuring that product aesthetics align with the brand's identity. By establishing an in-house design team, Thule maintains consistency and authenticity in all its creations. This approach results in a timeless yet modern design that communicates sophistication and professionalism, resonating deeply with both consumers and employees.
A landmark achievement for Thule
Thule’s recognition as Red Dot: Design Team of the Year is a testament to the collective effort, creativity, and high standards of its design team.
“With the title ‘Red Dot: Design Team of the Year 2024’, we recognise Thule’s remarkable achievement to seamlessly combine design and brand management. The products and the brand embody functional and emotional values and stand for safety and trust, which are clearly visible in the product design and brand communication. Thule’s unwavering commitment to developing products that prove their outstanding quality in countless tests and everyday use is exemplary in the industry. Thule’s commitment to sustainable design is also commendable. This attitude reflects a deep understanding of the evolving needs of consumers. The recognition of Thule’s exceptional design ethos
underlines the company’s central role in shaping future design innovation”
Professor Dr. Peter Zec, founder and CEO of Red Dot
Consumer-centric design
Thule shows its dedication to customers through active engagement and communication. By focusing on functionality and understanding the diverse needs of its users, Thule creates products that enhance lives and enable memorable adventures. These products allow consumers to take their whole family and all their essentials with them, making the products Thule’s most important communication asset.
As Thule looks to the future under new leadership, the brand remains committed to its core values and the relentless pursuit of excellence. With a team driven by passion, innovation, and a deep connection to nature, Thule continues to inspire adventure-seekers worldwide.
“We are incredibly humbled and pleased to receive this title. Aesthetics is about representing Thule. It's about creating a recognizable identity that resonates with our audience and embodies the values we stand for.” Henrik Eriksson, Global Design Director at Thule Group
“When brand and design go hand in hand, the sum becomes greater than the parts and it creates an amazing sense of pride and ambition in a company.”
Tina Liselius, Vice President Brand at Thule Group