Identity redesign for Gujarat Prison Industry

Identity redesign for

GUJARAT PRISON INDUSTRY

Graphic Design | M. Des. 2015 National Institute of Design Design Project I by Ankita Thakur Project Co ordinator Dr. Tridha Gajjar 1

Document size: A5 Printed at Siddhi Printech, Ahmedabad Set in Minion Pro by Robert Slimbach

2

SYNOPSIS Often the major challenge for the prison authorities is to transform, not punish the convicted. Various prisons practice innovative measures for the same. It is also an opportunity for the prison inmates to channelise their mind and energy into skill developement. This restores a sense of dignity which owes to result oriented rehabilitation after the release.

3

4

ACKNOWLEDGEMENTS The first design project was a sneak peek into life as a practising designer- from client meetings to consumers surveys, how each stakeholder contributes to the building of a brand image.

Sincere thanks to our director- Sir Pradyuman Vyas for giving us this opportunity along with world class resources. I would like to express my gratitute towards our Anchor facultyDr. Tridha Gajjar. She’s been guiding us throughout the project. Token of thanks to Rupesh Vyas, Tarun Deep Girdher and Manu bhai for their review feedback and time. The wonderful people at Print Labs, Dilip bhai and Hasmukh bhai, and textile printing lab, helped me produce the mockups. Also, huge thanks to Ajitesh, Arvind, Surya, Bharat and my classmates for their wonderful discussions and, again, time.

Most importantly, my family, for the constant support they’ve been.

5

CONTENT

proposal

research and data collection

review

stakeholders online survey site visit ideation workshop

execution

6

10

14

30

36 40 50

56

7

8

21 March- 3 April

9

THE PROPOSAL CONTEXT In 2011, Indian Institute of Management tied up with Gujarat Prison Department for branding and marketing of jail products.

The Sabarmati Central Jail operates various production units within itself, under the brandname: UDAY. Namely- Carpentry, Weaving, Bakery, Binding/printing and Tailoring. Almost 400 inmates (total 2000) owe to the production of items that reach other government sectors (beds for Civil hospitals, etc). Currently, only the bakery and chemical (soaps etc) items have a dedicated outlet, outside the jail campus, which serves us. The quality of the products is not compromised and they’re available at reasonable rates.

10

A DAY AT SABARMATI CENTRAL JAIL

My first visit to the Sabarmati Jail happened along with the Product Design students (postgraduate) from II year- Aravind Ratheesh, Bharat Kashyap, Surya Teja, conducting studies for their system design module. In addition, the second year post-graduate student from Film and Video Communication were in the process of recording for a documentary.

While the FVC students conducted the workshop, we learnt how things inside the prison work, met and interacted with the inmates. The incharge for the industry- Mr. Parmar, showed immense interest in the project and was keen on promoting the inmates who made them.

The brief was discussed with the Supritendent of Police, and the deciding authority- Sunil Joshi, IPS. My objective from this visit was to look at the industry and their products and, hence, formute my scope of work.

11

TO DO OR NOT TO DO?

?

I joined the Jail visit in order to get a clear image of what this project held for me.

However, that evening I had a few questions lurking in my mind, and their answers led me to a decision.

What attracts you towards this project?

The challenge dealing with actual clients interacting with the inmates What repels you from this project?

Limited independence (?)

Research What excites you about the project?

A live project with a cause Why would you do this for the inmates? couldn’t answer this one therefore, When/Why would you sympathize with an inmate? (for others, around 10 batchmates) “Everybody deserves a second chance” “humanity” “they have families too”

Maybe this project will help me learn to forgive.

12

PROJECT PROPOSAL OBJECTIVE: Redeveloping the visual identity for UDAY to generate trust in the product, awareness to the cause, and hence reach out to a wider audience END DELIVERABLES • redesigning the logo • packaging for bakery items a range of graphic interventions which could go in various other prison industry products TARGET AUDIENCE consumers, all classes SCOPE • Research on what appeals to customers in terms of visuals and type.

• Talking to the inmates and prison authorities to connect to the subject and find opportunities to reflect their emotions.

• Study of existing packaging and narrowing down to problems and opportunities • Utilizing resources available within the industry METHODOLOGY Week 1: Proposal Week 2-3: Research and data collection

Field visits and surveys

Study of similar industries Week 3: Analysis Week 4-5: Conceptualization Week 5: Visualisation and Feedback Week 6: Execution and documentation

13

RESEARCH AND DATA COLLECTION

14

The initial research was limited to a brief history of Prison industries- how and why they originated and how they function today.

An attempt to depict the present scenario of the Sabarmati Jail Industries is made.

Along with that, various case studies is done on other Indian prison Industries and designs, with potential to bring about change in the audience and users.

Later in the report, research in other fields is also covered under specefic heads.

15

CUSTODY

CARE

TREATMENT

16

UNDERSTANDING PRISON INDUSTRY AN OVERVIEW What and why?

The concept of Prison Industries was initiated for economic reasons- to reduce some of the costs of maintaining prisoners.

The intent changed with time when prison was seen as a reformative institute and not a punishment zone. These correctional goals seem to have varied over time as dominant correctional philosophies evolved. (Table I) Now, there is widespread implementation of training and educational programs designed to assist in the reform of offenders.

Who invests and profits from them?

There are various system models which fall under two major categoriesPublic benefit private benefit (refer Table II) Goals of Prison Industries Offender-Based

Institution Oriented

Societal

Good work habits

reducing idleness

repayment to society

real work experience structuring daily activities

dependent support

vocational training

victim restitution

reducing the net cost of corrections

Table I

17

Table II

18

GUJARAT PRISON DEPARTMENT: directed towards reform INITIATIVES FOR THE INMATES Vocational training

Literacy drive

Uplifting the industry

Gujarat Prisons were the first prison department in India to initiate skill development based modular education scheme under VTP. Certificates were issued by the Regional Director, Ministry of Labour & Employment, Mumbai.

In 2013, literacy mission programmes were introduced under the National Institute of Open School.

In 2010, Gujarat Prisons, initiated a programme of public/department partnership in imparting computer literacy/educational programmes to prisoners.

Prison Industry of the State is one of the highly appreciated units in terms of quality products amongst the people. It includes Carpentry,Weaving, Tailoring, Bakery, Printing & Chemical.

19

UDAY : the brand KNITTING

CARPENTRY

BAKERY

TAILOR

PRINTING PRESS

BHAJIYA HOUSE

20

makes muslin and other cotton fabrics. These fabrics are further developed into prisoner garments, bed sheets, pillow covers, tents etc. The production is distributed to government sectors (hospitals, Indian forces etc.) average production for 2011-12: 3,33,54,896 Every sort of table, rack, chair, ottoman, archiving Bed, Corner, carved furniture, steel closet rack is provided with a comprehensive customer demand. Wood is sourced from Forest Department average production for 2011-12: 1,56,30,903 produces a biscuits, bread, toast, bhaiiya and different types of namkeen. Raw materials used in products are called from yearly tenders. Material used for the above items are mainly beasn, wheat flour, sugar, salt and many other spices as well. These are made available to us at Jail Bhajia house average production for 2011-12: 84,09,347 Stitched clothes for prisoners, uniforms, tent, staff clothing, pants, shirts, bags, ladies garments are made to order. Material is sourced from yearly tenders. average production for 2011-12: 29,76,282 The machinery is udes to print forms, register, account book for the prison. Offset and screen printing equipment is available in the workshop. average production for 2011-12: 57,18,818 average production for 2011-12: 1,55,36,888

21

22

23

CASE STUDIES EXISTING BRANDS

TJ’s is a unique brand with wide range of products which are manufactured by the prison inmates in Tihar Jail Factory. TJ’s sells a variety of products with a non-commercial and non-profit objective.

The brand offers best quality products at very competitive prices to the public, government and private institutions.

name derived from Tihar Jail, excites customers to have a first hand look. Tapping the emotional factor. In demand.

24

purely reformative basis. selling spirituality.

Logo tells a similar story

Antarkranti – Prisoner Reformation & Rehabilitation Program is an initiative of Divya Jyoti Jagrati Sansthan, working to impact the areas of prisoner reformation, rehabilitation and reintegration since 1995. Antarkanti endeavors to eliminate the criminal and offensive instincts from the mind-sets of inmates using ‘Brahm Gyan’.

Antarkranti creates avenues & partnerships to provided mental health services, psychological counseling, skills and employment,education opportunities and post release short stay facilities to take inmates from punitive solitude to responsible social life.

Antarkranti has it’s own range of products like scented candles, which are a product of workshops they conduct with inmates.

25

Increases appeal for the product through wit and attitude but lacks in sensibility towards the inmates.

PRISON INC., FreshLimeSoda The very unique origins of the Sabarmati Jail products create a huge marketing potential for them. The origins become a brand differentiator. Therefore, the designers at FreshLimeSoda used the same characteristics to generate a brand name for Sabarmati Central Jail products – PRISON INC. It directly conveys the origins of the products.

The word ‘Inc.’ was added to add a yuppy, young and international look. By doing so, the products gain and aspirational value and immediately become more acceptable to a large

26

27

CASE STUDIES

BRANDING FOR CHANGE

DJANTOLI, Landor Landor created a first of its kind: a logo with a built-in KPI. The number displayed is the number of lives protected.

In a show of information and emotion, the identity reveals part of the digit that follows the final number. That “quarter-click” represents a child’s life—the anticipation of saving it serves as a call to action.

28

DREAM BALL PROJECT, Unplug Design The design is an amazing demonstration of how packaging can impact mankind in a positive way- increasing quality of life, ensuring a second life to a box, and forming a bond between two people We suggest this Dream Ball made of relief boxes deliverd to those poor children by recycling.

• Creat patterns that can help making a ball on the surface of an aid box.

• Activities of giving aid boxes to children in The Third World.

• The used aid boxes will be recycled as a football by children with the patterns on boxes.

29

REVIEW I

research and data collection Through the research and my analysis from the data collected, these few questions (potential opportunities) emerged:

30

Can we sell empathy?

Can we co-create?

Do the inmates interact with the brand?

Can we achieve behavioral change?

31

On the basis of my presentation and the ideas that I had put forward, here are the reviews and how I built on them.

PANEL: Tridha Gajjar Rupesh Vyas Tarun Deep Girdher

1.

Induce sensibility in the consumerstowards the change they can bring about. The idea revolves around making connections, society’s perception of the products by inmates.

I had touched upon this aspect to an extent but only through assumptions and selective sampling. Therefore, I proceeded with uploading a questionnaire on social media to see whether consumer choices are affected by knowing who made their products. The results are discussed later in the process.

32

3.

“Take the practical approach- how would the product sell? Make the consumers want the product.”

A visit to the Bhajia house was made to interview the consumers and the staff, find problems and, hence, generate solutions for the program.

We compared the retail system with the successful system at Tihar Jail.

2.

“A basis for the ideation stage lacks.

Frame the keywords to be justified through the identity.

Another meeting with the Supritendent, Sunil Joshi was scheduled to validate our findings and get a clear idea of what are we looking to achieve from the new identity.

33

4 April - 21 April

34

PRISON AUTHORITY

client brief- purpose, requirements and expectations

WORKING INMATES ideation through a different perspective

CONSUMERS

unique selling point observing how they interact with the brand mapping movements

NON CONSUMERS (OR POTENTIAL CONSUMERS) factors that make them consider a buy. how open is our audience?

taking everyone in the loop

35

SURVEY

SURVEY

POTENTIAL CONSUMERS Where?

NID community: UG, PG, FDP Social Media: open to all ages What?

Consumer perspectives What makes a consumer consider a buy?

Is one willing to try new brands?

How does he perceive products by inmates?

Why? To know whether I should base my concept on empathy or quality.

Response 78

36

1.

What factors make you consider a buy? quality of product 74 affordability 68 visual appeal 50 variety 23 accessibility 23 who made it 12

2.

There’s this new affordable brand of bread in the store.

The seller says it’s good. Would you choose it over your usual brand?

at least once, to try 73 yes 1 no 3

37

3.

I’m actually working on the identity of a prison industry, trying to map any consumer stigmas and aversions. Did this made you change (or add to) any of your choices? yes or no. feel free to share your views Yes. More likely to try if its for a good cause.

No change..as long as no dangerous products.

Yes, i don’t trust prisoners, and i would never. Use prisoners to get things done for society.

Didn’t really change my view as I would be up for it. Plus, by choosing local brands one helps bring about change. yes I didn’t feel like buying when I read prisoners.I don’t know why No. Prison industry should be encouraged. If something productive is derived out of the jails run on taxpayers’ hard earned money, why not to promote it.

38

ANALYSIS • Audience is susceptible to affordable and quality products.

Promote that aspect of your productmade local, pepared daily and delivered fresh • General audience is willing to try anything once, provided it is vouched by someone.

Spread the word • The audience sometimes buys a cause than the product (pity buying) but it would only sell the product once or twice.

Generate trust in the product by assuring quality

39

40

SITESURVEY VISIT

SITE VISIT

PRESENT CONSUMERS

41

Where?

Jail Bhajia House What?

How often do you come here?

What do you come here for?

Do you eat here or buy stuff for home too?

Why don’t you buy packaged product from here?

Do you know the name of the brand?

Why? To observe and identitfy the problem by tracking user movement and interviewing them.

Interviews ~15

42

Dhawal Thakkar, 25, male Ahmedabad Bhajia customer First time, word of mouth Not heard of Uday, would buy Dinesh, 25, male Rajasthan Bhajia customer Not heard of Uday would recommend the Bhajia Sheikh Mohd. Rayez, 50, male Ahmedabad city specially here for the Bhajia Sudha, 55, female Ahmedabad Bhajia customer, first time Likes how it is made fresh in front of the customers, ensures quality.

Not heard of Uday products- wouldn’t buy. Says those things are available everywhere.

Vijay, 39, male Motera Swadeshi product, store falls on my way Hasmukh Prajapati, 28, male Police Constable proud of the working inmates Bhikhabhai Patel inmate life imprisonment to 10 years of jail releasing this year sees the jail as his institute, loves when the products sell.

43

OBSERVATIONS • The audience is automatically directed towards the famous ‘Jail Bhajiya’ as it is the only active area (live kitchen).

• The customers enjoy their interaction with the product (Bhajia), but the name Uday provokes little or no recognition.

• The Bhajia is packed in newspaper, which is then put into plastic carry bags (printed Uday) for parcel orders.

• Most of the consumers are first timers, some excited by the concept of watching the inmates cook, others lead by word of mouth.

• The consumers who buy other products from the outlet are familiar with the products. Very few first time customers spotted. The space restricts exploration or first hand interaction with products.

44

Queue in front of the Bhajia preparation area

Storefront

45

46

ANALYSIS • Aim to direct the customers into the outlet.

• Direct and promote through Bhajia packaging (maximum audience concentrated, hence maximum impact).

• The packaging investment for the Bhajia includes only the polythene. The alternative should be as effective without much increase in cost.

47

Initial concepts for packaging

INVOLVE ENCOURAGE STRUCTURE EAT PROMOTE

48

49

IDEATION WORKSHOP INMATES

Where?

Sabarmati Central Prison What?

Word association Color association Visual metaphors Abstraction Why? To generate the brand identity through the inmates’ perspective Participants 15

50

51

color association

word association

52

The workshop was aimed at deducing metaphors from the workers at the industry, to create an identity for the brand they constitute.

53

54

GROWTH

BEGINNING

ivakasa

SaruAata

AWAKENING

CONNECT

jagaRita

jaaoDaNa

REFORM

POTENTIAL

saudara

xamataa

POSITIVE

sakaratmak

response from inmates

55

SITESURVEY VISIT EXECUTION IDENTITY

56

57

58

59

Attempt to create a symbol instead of a logotype for adaptibility in local language to generate trust in the product.

60

Sabarmati Central Jail employs 200 voluntary inmates, each with different motivations to work in the industry. As a result of a joint workshop (Sabarmati Central Jail and National Institute of Design) the inmates came up with different visualisations which reflect their beliefs and dreams. The symbol, hence, derived from their vision for the industry.

The proposed symbol is a blend of their ability and expectations, and the impact of the industry.

61

SYMBOL TEXT / IDENTIFIER

COMBINATION MARK

The logo comprises of the symbol with the text in Gujarati and Latin script.

Gujarati typeface: Saumil Latin typeface: Muller (FontFabric)

62

The chosen turqoise encourages healing and is known to heighten the spirits.

CMYK 80, 10, 45, 0 RGB 13, 155, 140 Pantone 7473 C Hex #00a79d

The symbol is visualised in a single color with type in black to give stability to the logo. The single color also encourages the viewer to perceive the different forms in the logo.

PRIMARY COLOR

For the packaging, more appetising colors have been chosen in combination with our primary turquoise.

CMYK 0, 50, 100, 0 RGB 247, 147, 29 Pantone 1375 C Hex # f7941e

CMYK 0, 10, 95, 0 RGB 225, 221, 93 Pantone 107 C Hex #ffde16 SECONDARY COLORS

63

Clearance zone

Minimum size 18mm x 28mm

Minimum size

64

65

22 April - 7 May

66

67

3.5”

2”

First Last Name Position Title Product/Function Area Unit Name

business card set in Minion Pro (pt. size 9) 4”

Date: Bill no.

Name: Jail Bhajia House RTO Circle, Keshav Nagar Ahmedabad Tel 00+(0)0 00 00 00 00

Description

6”

No.

Total

sales invoice 68

Qty.

Rate

Amount Rs.

seal carry fresh

An attempt to make the take-away packages. In this design, the container is the aluminium tray that keeps the contents hot for longer periods, with holes on the lid. The lid contains informatory graphics.

69

70 For offset printing

For offset printing C= 0, M= 90, Y= 85, K= 0

C= 0, M= 10, Y= 95, K= 0

Like our products? Encourage our makers at Jail house Bhajia, RTO Circle, Keshav Nagar Ahmedabad GUJARAT TASTE PIPING HOT QUALITY METHI AND AALU BHAJIAS, PREPARED RIGHT IN FRONT OF YOU!

C= 0, M= 10, Y= 95, K= 0

typeface: Open Sans

C= 0, M= 90, Y= 85, K= 0

typeface: Open Sans

Like our products? Encourage our makers at Jail house Bhajia, RTO Circle, Keshav Nagar Ahmedabad GUJARAT TASTE PIPING HOT QUALITY METHI AND AALU BHAJIAS, PREPARED RIGHT IN FRONT OF YOU!

C= 0, M= 35, Y= 85, K= 0

C= 0, M= 35, Y= 85, K= 0

try our range of equally good bakery products :

try our range of equally good bakery products :

NAAN KHATAYI, COCONUT BISCUIT, KAJU BISCUIT, CHAWANU, SHAKKARPARA, KHAARI, FARSHIPURI, SING BHUJIA, SEV GATHIYA, FULWADI, SEVMAMRA, BHAKADWADI, TOAST, BOONDI

NAAN KHATAYI, COCONUT BISCUIT, KAJU BISCUIT, CHAWANU, SHAKKARPARA, KHAARI, FARSHIPURI, SING BHUJIA, SEV GATHIYA, FULWADI, SEVMAMRA, BHAKADWADI, TOAST, BOONDI

ISO 9001: 2008 CERTIFIED ISO 22000 : 2005 CERTIFIED

ISO 9001: 2008 CERTIFIED ISO 22000 : 2005 CERTIFIED

It was discussed that both the product and container were structured, therefore less quantity was accommodated. So we explored for more packaging ooportunities.

Final proposal

Buter sheets were seen as the affordable alternative to newspaper, with printed tapes, shown above. The colored tape adds value and character to our products and makes the brandname visible.

71

NO

LOCAL

MADE

Jail Bhajia House, RTO Circle Keshav Nagar Ahmedabad Gujarat 380005

OUR MAKERS @

ENCOURAGE

Our makers at the Sabarmati Jail bring to you the freshest products, everyday. Our industry ensures a hygienic environment employing quality ingredients for production. Try our range of products, let us know if you like them and help us rise.

PRESERVATIVES

(inclusive of taxes)

Net Wt. Packed on Batch no.

Max. retail price

15.35% 43.87% 2.09% 43.70% 50.88 mg 250.64 mg 6.83 mg 99.11 mcg 0.36 mg 0.14 mg 1.90 mg 1.43 mg

BEST BEFORE 30 DAYS FROM PACKAGING

Protein Fat Minerals Cholestrol Calcium Phosphorus Iron Vitamin A B1 B2 B3 Vitamin C

Calories 630.62

per 100 gm

Nutrition Facts

DO NOT LITTER

INGREDIENTS Besan, Hing, Salt, Soda, Mustard, Ajwain, Edible Oil

Mori Sev

72

Nutrition Facts per 100 gm

Cashew biscuits

INGREDIENTS Maida, Sugar, Milk Powder, Cashews, Unsalted Butter, Iodized Salt MADE IN SMALL BATCHES MADE LOCAL NO PRESERVATIVES

Calories 230.42 Protein Fat Minerals Cholestrol Calcium Phosphorus Iron Vitamin A B1 B2 B3 Vitamin C

15.35% 18.38 g 0.70 g 83.31 mg 50.88 mg 250.64 mg 6.83 mg 99.11 mcg 0.36 mg 0.14 mg 1.90 mg 1.43 mg

Net Wt. Packed on Batch no.

Max. retail price (inclusive of taxes)

DO NOT LITTER

BEST BEFORE 30 DAYS FROM PACKAGING

Proposed packaging for Namkeen, Biscuits and other bakery products- Information printed on card stock, with a postcard overleaf for feedback to the inmates.

73

proposed packaging solutions

74

Can we sell empathy?

Sell the ‘product’ and then connect.

Empathy will make the brand sell only once or twice.

Can we co-create?

Involve the inmates in conception.

Introduce opportunities for the consumer to participate.

Do the inmates interact with the brand?

Make them create it, so they relate.

Can we achieve behavioral change? not at once. It’s a process.

75

LEARNINGS

76

Concentrate on the purpose product shall follow.

You can read a thousand books and still feel like you don’t know a thing Follow an efficient framework.

Talk to the mentors, even when you’re not sorted.

No one needs a gardener for already trimmed bushes.

keep questioning yourself and keep a track of the schedule

77

78

SITESURVEY VISIT BIBLIOGRAPHY • • • • • • • • • • • • • • •

Michael Johnson (2004) Problem Solved Michael Hodgson (2010) Recycling and redesigning logos Maura Keller and Michelle Taute (2010) Design matters The Brand Gap - Neutron LLC Prabuddha Das, Uday, Sabarmati Jail Products Priyanka. System design, Sabarmati Central Jail Prison Inc, FreshLimeSoda Bhajia packaging, Kraftology, UNBOX Labs http://www.prisons.gujarat.gov.in/upload/best_prison_praactices.pdf http://ncrb.nic.in/ http://www.designagainstcrime.com/ http://www.prisonstudies.org/country/india http://www.antarkranti.org/ http://tihartj.nic.in/the_factory.asp http://www.prajaindia.org/aimsobjectives.html

79