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Strawberry Lane Consulting
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Welcome to Strawberry Lane Consulting Limited

The design and innovation consultancy of Patrick Moloney, an award-winning leader in innovation leader, with a track record of turning bold ideas into market-winning products.

Hi, I'm Patrick.

I'm a prolific innovator behind breakthrough products at Dyson, British American Tobacco, and Costa Coffee (a Coca-Cola company). With over 450 patent families (1,700+ publications) and 20+ years of experience in innovation leadership, I’ve led numerous commercially successful projects across domestic appliances, consumer electronics, FMCG, and food & beverage sectors.


I am proud to be recognised as the 6th most named innovator in the United Kingdom (Patenting Globally). Credit: https://insights.greyb.com/top-british-inventors/


Through my product design and innovation consultancy, I provide fractional innovation expertise to revitalise product portfolios and turn bold ideas into market success. I thrive at the intersection of creativity, strategy, and execution. I’m passionate about creating environments where big thinking thrives, fostering bold risk-taking, exceptional product delivery, and high-performing teams to create consumer-centric solutions that redefine markets. From building front-end innovation capabilities to uncovering opportunities in uncharted spaces, I specialise as a product design consultant in delivering consumer-centric products that stand out and succeed.


Though I've worked in differing industries and categories, the remit is always similar - to identify & develop the ‘next big thing’ that can meet growth ambitions and deliver sustained competitive advantage.


Some past successes include:

# Dyson Supersonic Hairdryer

# Dyson Airblade Tap

# Many anchor Dyson floorcare innovations


Awards:

🏆 Numerous International Design Awards

🏆 Awarded British American Tobacco Patent Filing of the Year 2020

🏆 Enterprise Ireland Student Enterprise Award 2004

🏆 Dyson Student Design Award Winner 2004


Smiling man wearing glasses and a floral shirt against a plain background.

Award-winning work and personal achievements

What I offer

Fractional Innovation & Design Leadership


I provide strategic, high-impact innovation leadership as a design and innovation consultancy, fractionally. This means you receive executive-level expertise without the full-time cost. I accelerate product development, optimise resources, and boost innovation success rates through tailored, actionable solutions.


While I won’t claim to know your industry better than you do, I bring a fresh, impartial perspective backed by decades of experience across start-ups, scale-ups, and global corporates. I adapt to your ways of working while introducing proven tools, processes, and creative thinking to help you move forward.


Specialisms

- Concept, proposition, product, and service design as a product design consultant

- Product and technology road-mapping

- R and D consulting services

- Technical and creative problem-solving & innovation strategy

- Design, engineering & manufacture strategy (build vs buy)

- Intellectual property: patenting, war gaming, expert witness

- Impartial appraisal & prioritisation

- Technical due diligence for M&A and venturing

- Confidential engagements and scouting on behalf of clients.


What I Bring

- A passion for generating creative, technically sound solutions

- Proven success building and leading front-end innovation teams

- A strong track record of finding opportunities in emerging or competitive markets

- Deep networks to unlock collaborative value


How I Support Your Business

- Identify threats and commercial opportunities

- Create an innovation-enabling environment

- Build or lead innovation teams and projects

- Facilitate ideation sessions & rapid MVP prototyping

- Test propositions for desirability, feasibility, and viability as part of my R and D consulting services

- Bridge gaps between innovation and other business functions

- Build your Intellectual Property catalogue to position for Investment or acquisition


Recent Project Categories

- Food & Beverage

- Domestic Appliances

- FMCG (Tobacco, Nicotine, Cannabis)

- Environmental innovation

- Consumer Electronics

- Fem tech


Let’s explore how I can help your business move faster, think bigger, and innovate more intelligently.

A group of five diverse individuals collaborating on a technical project indoors.

Capabilities & Services

RESEARCH & STRATEGY

INDUSTRIAL & PRODUCT DESIGN

INDUSTRIAL & PRODUCT DESIGN

A wall with 'STRATEGIC PLAN' and an upward arrow symbolizing growth.

 

Helping companies grow & sustain their competitive advantage by answering their toughest questions: What will their future customers likely need or desire?


Strategic innovation 

Innovation strategy development & market and competitive analysis.

How will the market evolve, what is likely to remain constant? What emerging trends are likely to impact their current consumer or business models.  

Identifying growth opportunities, anticipate change, and unlock new customer experiences.


Many years experience identifying the 'next big thing' from Dyson, BAT & Costa Coffee 

INDUSTRIAL & PRODUCT DESIGN

INDUSTRIAL & PRODUCT DESIGN

INDUSTRIAL & PRODUCT DESIGN

Hands assembling a prototype device resembling a modern hair dryer.

 

Over 20 years experience leading the design and engineering of mass manufactured consumer centric products.  


Product Design

Extensively experienced in frontend innovation and building MVP or proof of concept products or prototypes. 

I can provide either turn-key product development support

or

 Provide complementary support to your internal teams or third party partners to efficiently bring products to life.


Accustom to both in-house and outsourced design & engineering, I am well networked and can assist building the dream team

ENGINEERING

INDUSTRIAL & PRODUCT DESIGN

PROPOSITION & SERVICE DESIGN

Detailed technical drawing of mechanical parts and machinery components.

 

Over 20 years experience leading the design and engineering of products from inception to working proof of concepts



Product Engineering

Calling on past experiences to come up with creative solutions to your technical problems. A natural-born problem solver and can transform compelling ideas into reality. 

Experience in solving mechanical, electro-mechanical, and electronic challenges to invent new product concepts 

Support partner selection 

& commercial due diligence


Providing support from concept inception to mass manufacturable solutions 

PROPOSITION & SERVICE DESIGN

PROPOSITION & SERVICE DESIGN

PROPOSITION & SERVICE DESIGN

Wall mural with 'Value Proposition' text and upward arrow symbolizing growth.

 Proposition, service design, and innovation to create meaningful, customer-centric solutions that drive value and differentiation  


Customer Proposition Development

Defining a clear value proposition for a new or existing product/service based on customer needs, market insights, and competitive positioning.
 

New Service Concept Creation Designing entirely new services or business models to tap into emerging markets or customer segments.
 

Experience Prototyping & Testing Creating mock-ups or pilots of new propositions
 

Innovation Workshops 

Facilitating sessions to generate, refine, and prioritise innovative ideas.


Providing tangible & actionable outcomes of commercial value

INTELLECTUAL PROPERTY

PROPOSITION & SERVICE DESIGN

INTELLECTUAL PROPERTY

Technical drawing of a mechanical device with labeled components and structure.

Comprehensive IP experience with over 450 patent families (1700+ publications)

Currently 6th most named inventor in the UK (Patenting Globally).


Intellectual Property Strategy

A systematic approach that to manage and leverage your intellectual property


Wargaming 

Navigating third party intellectual property & providing technical solutions in heavily contested spaces. 


Expert Witness

 Delivering impartial and objective expertise to provide a thoroughly considered, unbiased opinion on specific matters in dispute, based solely on the facts and evidence presented.

TECHNICAL SERVICES

PROPOSITION & SERVICE DESIGN

INTELLECTUAL PROPERTY

A group of five diverse individuals collaborating on a technical project indoors.

 

Leverage my industry experience to help solve your challenges


Start up Mentoring & Support 

helping start-ups to meet their goals & help navigate pitfalls


Organisational Consulting & 

Advisory Services 

Advising on approach to innovation

Creating an innovative culture.

Supporting organisations  with their innovation programmes


Confidential Scouting & Research

 A confidential, behind-the-scenes research and technology-scouting service that anonymously explores new technologies, potential partners, and competitive developments on behalf of your organisation 


Technical Due Diligence 

Supporting M&A, venturing activities

Industry experience

Modern Dyson vacuum display with purple circular top in a glass entrance.

Design Manager New Product Innovation Dyson

Senior Manager Strategic Sciences British American Tobacco

Senior Manager Strategic Sciences British American Tobacco

At Dyson my role was to identify new products and categories to enable the company to meet its ambitious growth targets. 

In collaboration with several business functions - my team identified, created and mock up early concepts, vision specifications and product roadmaps - to enable critical assessment of the commercial potential of each p

At Dyson my role was to identify new products and categories to enable the company to meet its ambitious growth targets. 

In collaboration with several business functions - my team identified, created and mock up early concepts, vision specifications and product roadmaps - to enable critical assessment of the commercial potential of each proposed new product or category. 

Once commercially aligned - to manage the development of these product propositions both in how they look and technically how they work.

One such spin out the Dyson Supersonic Hairdryer, widely considered one of the most successful Dyson products.

I am one of the most named inventors at Dyson.


I am either the sole or co-inventor for all fundamental Intellectual property for the Dyson Supersonic Hair Dryer. 

I also hold fundamental IP on many key features on the current range of hand dryers and vacuum cleaners. 


Notable contributions at Dyson include...

Dyson supersonic hair dryer

The Dyson Airblade tap 

ABDB (silenced hand dryer)
The self-righting vacuum cleaner

Shroud / hygienic bin emptying. 

Glass door with BAT logo and slogan 'A Better Tomorrow'.

Senior Manager Strategic Sciences British American Tobacco

Senior Manager Strategic Sciences British American Tobacco

Senior Manager Strategic Sciences British American Tobacco

 

 Responsible for identification and developing a pipeline of innovation for British American Tobacco's reduced risk product portfolio.

 

To achieve sustainable competitive advantage through meaningful proposition differentiation and performance superiority in BAT's New category products - (including e-cigarettes, tobacco heating products &

 

 Responsible for identification and developing a pipeline of innovation for British American Tobacco's reduced risk product portfolio.

 

To achieve sustainable competitive advantage through meaningful proposition differentiation and performance superiority in BAT's New category products - (including e-cigarettes, tobacco heating products & beyond). 


The challenge, to define & conceive new product propositions and where necessary qualify technologies that enabled these new to world concepts. 


To create both 'works like' & 'looks like' consumer propositions - test them with the target consumer groups and iterate proposition if necessary. Using insights gained to secure stakeholder buy in. 


Though a different industry, the challenges were familiar, having worked in a similar capacity during my 10+ years at Dyson.

In role, we pioneered & delivered an array of product concepts & fundamental technology for both THP & vapour products.  


Patented in excess of  170+ unique concepts - equating to ~25% of the total BAT group patent fillings at the time.


In the areas of:
Novel nicotine delivery systems
Alternative nascent heating technology
Product intelligence (edge & cloud)
Connectivity & app ecosystems
FMCG & sustainability
Other enablers - THP & vapour systems


🏆 In recognition, received the accolade of Patent filing of the year 2020 at BAT.  

Hands holding a Costa coffee cup with a heart-shaped foam design.

Head of Innovation, Technology & Design at Costa Coffee

Senior Manager Strategic Sciences British American Tobacco

Head of Innovation, Technology & Design at Costa Coffee

 

Responsible for identifying & developing innovations to enable Costa Express to lead the industry and create a defendable sustainable advantage for the company.

The remit, to identification of technologies and innovations that may impact the coffee industry, to define & execute programs to bring technologies & innovations to maturity / r

 

Responsible for identifying & developing innovations to enable Costa Express to lead the industry and create a defendable sustainable advantage for the company.

The remit, to identification of technologies and innovations that may impact the coffee industry, to define & execute programs to bring technologies & innovations to maturity / readiness to be implemented in new to world or existing legacy equipment.

To aid the selection process, required opportunity sizing, building technology demonstrators, proposition assessment, multi stakeholder engagement – to propose go/no go on concepts beyond initial explorations.

Key responsibilities:
- Concept development & proposition refinement
- Leading development of early-stage concepts including rapid prototype & selection.
- Lead the design, engineering & manufacture strategy - make v buy.
- Open Innovation & assessment of candidates - technologies and partners
- Leading Industrial design activities for the Express platform & nurturing design-led innovation 

Innovation & Intellectual property

Dyson & British American Tobacco

 I have extensive Intellectual Property experience,  and whilst many of my past projects have been brought to market, many more are either still in development or waiting for the right conditions for the proposition to be commercially successful.  Including (not limited to) consumer readiness, technology readiness, manufacture & scalability, profitability, perceived value, strategic alignment, support from stakeholders, risk propensity, category dynamics, market & regulatory pull factors. 


Much or my work remains confidential - to get a flavour of some of my experience, please check out some of my patent filings. 


Please visit https://worldwide.espacenet.com/


For published Dyson related patents

-search with the following general terms - "Dyson Technology Moloney" 


For published British American Tobacco patents

-search with the following general terms - "British American Tobacco Moloney" 

-search with the following general terms - "Nicoventures Moloney" 

Patent diagram of a handheld appliance with a fluid and thermal management system.

Previous Launched Projects - Dyson

Person using a modern touchless faucet in a minimalist bathroom.

Dyson Airblade Wash & Dry Hand dryer

Dyson Airblade Wash & Dry Hand dryer

Dyson Airblade Wash & Dry Hand dryer

Combined contactless tap and hand dryer - hands can be dried in the sink in just 14 seconds. There's no need for users to move to a separate drying area, so no water is dripped on the floor as it stays over the sink, reducing the risk of accidents in the washroom. 


 Clean air from the HEPA filter is forced at 341mph through apertures 0.55m

Combined contactless tap and hand dryer - hands can be dried in the sink in just 14 seconds. There's no need for users to move to a separate drying area, so no water is dripped on the floor as it stays over the sink, reducing the risk of accidents in the washroom. 


 Clean air from the HEPA filter is forced at 341mph through apertures 0.55mm wide, scraping water from hands, quickly and hygienically. 

Four views of a modern hairdryer with a pink circular head and grey body.

Dyson Supersonic Hairdryer

Dyson Airblade Wash & Dry Hand dryer

Dyson Airblade Wash & Dry Hand dryer

Most awarded hair dryer *


The anchor product to the Dyson haircare portfolio - the Supersonic hair dryer further enhances the company’s reputation for radically re-thinking familiar technology. It’s lightweight, beautifully quiet, easy to use, extremely powerful and has the potential to change your beauty routine forever.


Launched in 2016 &

Most awarded hair dryer *


The anchor product to the Dyson haircare portfolio - the Supersonic hair dryer further enhances the company’s reputation for radically re-thinking familiar technology. It’s lightweight, beautifully quiet, easy to use, extremely powerful and has the potential to change your beauty routine forever.


Launched in 2016 & remains the category leader today

managed project from inception to completion of proof of concept - including stakeholder engagement and technical execution including development of multiple 'looks like' & 'functions like' prototypes. 

Including building fundamental haircare understanding to build a truly superior product.


* Based on annual awards for hair dryers by top 20 publications in GB from January 2021 to October 2022 

Dynamic image of a vacuum cleaner head tilting with a blue arrow indicating movement.

Dyson Innovations Floorcare

Dyson Airblade Wash & Dry Hand dryer

Dyson Innovations Floorcare

Dyson’s reputation for everyday innovation is formidable. Having famously revolutionised the vacuum cleaner, the revered British technology company has since turned its hand to a variety of appliances, transforming the way they function and delivering unprecedented performance levels. 


In small but significant ways Dyson technology has imp

Dyson’s reputation for everyday innovation is formidable. Having famously revolutionised the vacuum cleaner, the revered British technology company has since turned its hand to a variety of appliances, transforming the way they function and delivering unprecedented performance levels. 


In small but significant ways Dyson technology has improved our day-to-day lives. 


contributions include

alternative canister vacuum cleaner

 self correcting vacuum cleaner

shroud wiping & bin emptying

intuitive floor tool 

low-level floor dust illumination

LinkedIn Recommendations

Laptop displaying futuristic digital interface with data charts and graphs.

" Patrick is an inspiring innovator, so much passion and creativity, a force multiplier in discovering new business opportunities. He’s highly collaborative and thinks beyond point solutions towards full innovation ecosystems. His technical and consumer curiosity makes the world of innovation fun to be in! "

"Patrick is an exceptional individual whose intellectual sharpness, coupled with his remarkable empathy and outstanding design thinking, made him an invaluable colleague. Patrick’s ability to dissect complex problems with precision and clarity is truly impressive. His intellectual rigor ensured that every project he touched was approached with a strategic and analytical mindset, consistently delivering insightful solutions. Yet, what sets Patrick apart is his unusual empathy—an ability to deeply understand and connect with the needs of both colleagues and customers. This rare combination allowed him to create solutions that were not only technically sound but also deeply human-centered. His design thinking skills are equally noteworthy. Patrick has a natural talent for synthesizing ideas, iterating creatively, and crafting intuitive, impactful designs."

" Patrick is a delight to work with for a patent attorney! His energy, technical knowledge, passion to find solutions (and more solutions) to technical problems combined with the ability to express these solutions clearly makes him a strong serial innovator. His out of the box thinking is much appreciated by those seeking improvement. Looking forward to seeing his contributions to further innovations. "

September 2021


Sharon Godall

Senior Vice President R&D

British American Tobacco

File folder labeled 'PATENTS' in focus among other blurred folders.

" Patrick is a delight to work with for a patent attorney! His energy, technical knowledge, passion to find solutions (and more solutions) to technical problems combined with the ability to express these solutions clearly makes him a strong serial innovator. His out of the box thinking is much appreciated by those seeking improvement. Looking forward to seeing his contributions to further innovations. "

"Patrick is an exceptional individual whose intellectual sharpness, coupled with his remarkable empathy and outstanding design thinking, made him an invaluable colleague. Patrick’s ability to dissect complex problems with precision and clarity is truly impressive. His intellectual rigor ensured that every project he touched was approached with a strategic and analytical mindset, consistently delivering insightful solutions. Yet, what sets Patrick apart is his unusual empathy—an ability to deeply understand and connect with the needs of both colleagues and customers. This rare combination allowed him to create solutions that were not only technically sound but also deeply human-centered. His design thinking skills are equally noteworthy. Patrick has a natural talent for synthesizing ideas, iterating creatively, and crafting intuitive, impactful designs."

" Patrick is a delight to work with for a patent attorney! His energy, technical knowledge, passion to find solutions (and more solutions) to technical problems combined with the ability to express these solutions clearly makes him a strong serial innovator. His out of the box thinking is much appreciated by those seeking improvement. Looking forward to seeing his contributions to further innovations. "

July 2021


Gulben Karlidag

Senior Counsel Patents

British American Tobacco

A person touches a brightly lit LED screen with purple-pink hues.

"Patrick is an exceptional individual whose intellectual sharpness, coupled with his remarkable empathy and outstanding design thinking, made him an invaluable colleague. Patrick’s ability to dissect complex problems with precision and clarity is truly impressive. His intellectual rigor ensured that every project he touched was approached with a strategic and analytical mindset, consistently delivering insightful solutions. Yet, what sets Patrick apart is his unusual empathy—an ability to deeply understand and connect with the needs of both colleagues and customers. This rare combination allowed him to create solutions that were not only technically sound but also deeply human-centered. His design thinking skills are equally noteworthy. Patrick has a natural talent for synthesizing ideas, iterating creatively, and crafting intuitive, impactful designs."

"Patrick is an exceptional individual whose intellectual sharpness, coupled with his remarkable empathy and outstanding design thinking, made him an invaluable colleague. Patrick’s ability to dissect complex problems with precision and clarity is truly impressive. His intellectual rigor ensured that every project he touched was approached with a strategic and analytical mindset, consistently delivering insightful solutions. Yet, what sets Patrick apart is his unusual empathy—an ability to deeply understand and connect with the needs of both colleagues and customers. This rare combination allowed him to create solutions that were not only technically sound but also deeply human-centered. His design thinking skills are equally noteworthy. Patrick has a natural talent for synthesizing ideas, iterating creatively, and crafting intuitive, impactful designs."

"Patrick is an exceptional individual whose intellectual sharpness, coupled with his remarkable empathy and outstanding design thinking, made him an invaluable colleague. Patrick’s ability to dissect complex problems with precision and clarity is truly impressive. His intellectual rigor ensured that every project he touched was approached with a strategic and analytical mindset, consistently delivering insightful solutions. Yet, what sets Patrick apart is his unusual empathy—an ability to deeply understand and connect with the needs of both colleagues and customers. This rare combination allowed him to create solutions that were not only technically sound but also deeply human-centered. His design thinking skills are equally noteworthy. Patrick has a natural talent for synthesizing ideas, iterating creatively, and crafting intuitive, impactful designs."

July 2025


Marco Magatti

Director of Innovation

Costa Coffee 

(part of the Coca-Cola company)



Electrical tools and components arranged on a white background.

" I had the pleasure of working with Patrick on dozens of innovative new products over there last five years. He is one of the few people to have the vision to keep pushing the boundaries of technology. He has a fantastic ability to express deeply technical concepts and requirements with ease and routinely absorbs and comprehends the subtleties and nuances of an incredibly broad range of technical topics. In short he's a joy to work with! "

"Patrick is an exceptional individual whose intellectual sharpness, coupled with his remarkable empathy and outstanding design thinking, made him an invaluable colleague. Patrick’s ability to dissect complex problems with precision and clarity is truly impressive. His intellectual rigor ensured that every project he touched was approached with a strategic and analytical mindset, consistently delivering insightful solutions. Yet, what sets Patrick apart is his unusual empathy—an ability to deeply understand and connect with the needs of both colleagues and customers. This rare combination allowed him to create solutions that were not only technically sound but also deeply human-centered. His design thinking skills are equally noteworthy. Patrick has a natural talent for synthesizing ideas, iterating creatively, and crafting intuitive, impactful designs."





May 2021


Adam Collins

Associate Principal

Crux Product Design

One orange megaphone among several blue megaphones on a turquoise background.

" Patrick is an imaginative, stimulating and invariably creative thinker who brings his considerable engineering and technical skills to bear in identifying new ways of meeting consumer needs. He is also an extremely engaging and congenial individual spending time with whom is always a pleasure. He is untiringly in constant search of the “next best thing” in all the categories he has worked in unconstrained by the shibboleths of convention. But more importantly, there is absolutely no distinction between the thoroughly decent human being he is and his professional expertise."

" Patrick is an imaginative, stimulating and invariably creative thinker who brings his considerable engineering and technical skills to bear in identifying new ways of meeting consumer needs. He is also an extremely engaging and congenial individual spending time with whom is always a pleasure. He is untiringly in constant search of the “next best thing” in all the categories he has worked in unconstrained by the shibboleths of convention. But more importantly, there is absolutely no distinction between the thoroughly decent human being he is and his professional expertise."


September 2024


Ian Callow

Consumer Insight Specialist

Polyphony Consulting Limited

Contact me

 Let’s explore how I can help your business move faster, think bigger, and innovate more intelligently. 

Strawberry Lane Consulting Limited

SN16 0AA, Malmesbury, Wiltshire, England, United Kingdom

e-mail: patrick@strawberrylane.com mobile: +44(0)7727145865 tel: +44(0)333 090 7439

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Consulting, Consultancy, Innovation leadership. Product design development, Research and development


STRAWBERRY LANE Consulting LIMITED - REGISTERED IN ENGLAND AND WALES. REG. NO.  14726077


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