Project Overview
We helped Power Practical evolve from a niche outdoor brand into an Amazon-native lighting powerhouse with a multi-SKU ecosystem and a successful exit.
Context
Originally launched as a Shark Tank success story, Power Practical made clever tech for campers and outdoorsy types—but the brand was boxed in by the outdoor gadget niche. When Kyle joined the team, the mission expanded. Through design grounded in practicality, play, and human insight, Power Practical re-businessed itself as a leader in lighting—indoors and out.
What we did
Designed and branded the original Luminoodle, a flexible LED light strip stored in a lantern-style stuff sack. It was a breakthrough—a product with the durability of outdoor gear and the ease, charm, and warmth needed for home use. Transformed the Luminoodle into a full ecosystem of lighting solutions: TV backlights, under-cabinet lighting, battery-powered closet lights—all leveraging a single trusted LED strip supplier for consistency and scale. Refined the brand’s visual language to feel more approachable and desirable to indoor users, while retaining credibility in performance-driven markets. Built product and packaging systems that were clever, compact, and manufacturable—always starting with what was on hand and moving quickly toward reality. Developed and launched go-to-market strategies across Amazon, Walmart.com, and several popular subscription boxes. Secured placement of the Luminoodle in the MoMA Design Store, proving its visual and functional appeal to discerning design lovers.
Select Product Extensions
The Loominoodle (first image) is a use-everywhere portable LED light rope & lantern that sticks, ties, hooks, or hangs on virtually anything. The Loominoodle Click (second image) features 3 feet of bright LEDs that simply click on and off, shining up to 150 lumens into any dark space, no outlet or tools needed. Pronoto Battery Pack + Lantern (third image) is a compact, powerful power bank with dual USB ports, built-in LED lighting, and a rugged, travel-ready design.
We leveraged a simple LED strip into a profitable, multi-SKU ecosystem of lighting solutions.
The Result
The Luminoodle family repositioned Power Practical from a rugged one-trick brand to an Amazon-native mainstay in both home and outdoor lighting. The brand bridged performance with personality, making it easy for everyday users to fall in love with something smart, simple, and surprisingly versatile. That pivot helped justify a multi-million dollar exit for the founding team.
