Creating Your Brand's Look and Feel 105 For Lululemon, Wilson created hip yoga designs made from specialty fabrics that he branded and trademarked. One is Vitasea, made with Seacell, a yarn developed from seaweed that is soft and pliable, ideal for exercising. Wilson opened his first store in a suburb of Vancouver, Canada, and created a special brand experience as he expanded in Canada, the United States, and Australia with free yoga classes along with free alterations on yoga pants. Form as Function and breakthrough design At ten, he made a fifty-foot-long chain of bikes. At twelve, he built a moped. At fourteen, he constructed a motorized cart. Seems that Dutch entre- preneur Max Barenbrug was destined to create an innovative means of transportation. Barenbrug got the inspiration for his brand idea during his student days, when he was looking out his apartment window. He saw a woman struggling with a bike, a baby, and a stroller. He realized it has to be one movement to fold the stroller. 9 Barenbrug designed a rugged stroller that was tough yet easy to maneuver as one of his final projects at school in 1994. He graduated with honors. He called his baby buggy the Bugaboo and officially founded the company in 1999. Before Bugaboo, strollers were simple, lightweight, and female-oriented. Bugaboos are rugged, masculine, and high-tech. They have multiterrain swivel wheels with suspension that can be converted to two-wheel mode for going up hills. They have detachable and reversible seats, adjustable handlebars, and car seats that you can just click in place. Barenbrug created something people didn't know they wanted until they saw it. Bugaboo has become the stroller of choice with young parents around the world, even with a retail price that is upward of $600. Its design features have forced other stroller manufacturers to try to copy Barenbrug's breakthrough design and functional innovations to be competitive. own a Color Color is powerful. That's why branders think in terms of owning a color, even trademarking a particular color, like some big brands have done. Tiffany has trademarked the particular shade of blue it uses for its boxes,