Packaging Infotainment for Kids by Anuj Gadre

Packaging Infotainment for Kids

for Aai she enlightens my path constantly

This document is prepared by Anuj Vijay Gadre, as a part of his Diploma Project. Set in Univers LT Std and DIN Std. Published at:

viii

Packaging Infotainment for Kids Guide: Rupesh Vyas Sponsor: Traveller Kids

Diploma Project Document Anuj Vijay Gadre S0901103 Graphic Design PGDPD 2009-2012

Contents Contents.............................................................. I Acknowledgement............................................... III Synopsis.............................................................. V About National Institute of Design....................... VII Sponsor................................................................ 1 The Team.............................................................. 3 Company Profile...................................................4 Proposal............................................................... 6 Research Phase Initial Research................................................... 11 User Research......................................................12 Client Research.................................................. 17 Survey Result....................................................... 18 Contextual Study.................................................. 20 Existing in Market................................................ 32 User-Scenario-Opportunities Defining the User................................................. 40 How to Reach...................................................... 42 Mapping Opportunities........................................ 44 The Approach....................................................... 46

Country Kit Designing the Monthly Kit................................... 113 Standardizing the content.................................... 117 Process Summary................................................ 121 Which Country to Start From?............................. 123 Gathering Data.................................................... 124 Theme Selection.................................................. 125 Incorporating Narrative.........................................129 France Kit Design and Development of Monthly Kit Visa...................................................................... 132 Boarding Pass...................................................... 134 Souvenir............................................................... 136 Money.................................................................. 138 Sticker Sheet........................................................ 140 Route 99.............................................................. 142 DIY Kit.................................................................. 148 Letter from Jean.................................................. 152 Food..................................................................... 156 Language............................................................. 160 Fashion................................................................ 162 Reading Material.................................................. 166 Box....................................................................... 174

Product Development Extemporising the Brand..................................... 50 Social Media........................................................ 57 Changing the Course............................................60 Character Design................................................. 62 Typographic Decision........................................... 66 Colour Consideration............................................69 Product Development.......................................... 72

Looking Back........................................................ 178 Experience........................................................... 179 Bibliography......................................................... 180 References...........................................................181 Appendix - 1......................................................... X Appendix - 2......................................................... XI Notes....................................................................XII

Starter Kit World Map Kit...................................................... 78 Travel diary............................................................84 Passport............................................................... 87 Travel Tags............................................................ 80 Letter to Kids........................................................92 Letter to Parents...................................................96 Story of Atlas........................................................98 Box....................................................................... 104

Acknowledgement To conclude this three year journey in NID fruitfully, I need to thank many people. For the successful completion of this diploma project I thank my guide, Rupesh Vyas, without whose support and guidance this project would not have happened. For all the knowledge imparted in Graphic Design on me and for pushing my limits a little more, I thank my faculties Anil, Suresh, Tarun, Tridha and all others. I thank Paul Hughes, who kept my faith in design intact and whose lecture on design thinking still inspires me. Personally, I thank my parents to give me this life and believing in me all the time. I am what I am, because of what they are. I miss my motherâ&#x20AC;&#x2122;s presence who yearned to see this project materialize. I thank my siblings and all of the extended family for their support. I thank my friends Mira, Sai, Boopathy, Rohit, Sonam, Akash, Vallery, Akshan for their love and support during good and difficult times. I thank Jyoti for being, there and always. I thank people at Traveller Kids for giving me great learning experiences in many ways. Three years in NID wouldnâ&#x20AC;&#x2122;t have been possible without all the help and gyaan by many known and unknown faces. Seeking this as an opportunity I thank them.

III

Synopsis Traveller Kids Club is a subscription based entertainment product for kids aged 7 -10 years intended to make children virtually travel the world and experience a new country every month through a combination of physical and online activities. The project is intended to look into the conceptualizing and packaging of this product, so that it delivers to the targeted audience.

Targeted to kids of age seven to ten years old, the package was focussing on the segment of upper middle class and above nuclear families living in cosmopolitans, where it is difficult for the guilt ridden parents, who are busy with pressure of work, to take out time for their children. The project intends to deliver a package of contents, that are making the kids independently interact with it, and helps them to play and learn on their own.

to and who will buy the kit are the parents. Targeting their homes, the Kit is sent in the form of boxes, every month. Each box, based on a country or a region of the world, contains games, activities, toys and reading material, which are designed consciously keeping in mind the target user. From content to colour selection, from typography to imagery, itâ&#x20AC;&#x2122;s the kids who dictate the design decisions. As a part of this project, I took part in conceptualizing the content and structure of the kit. Individually I designed parts of the Starter Kit and developed the guidelines on how to go about an individual country kit and explored it for the country, France.

The process I followed for this project required me to study the consumer and the customer, as the actual user of the kit are the kids, but the ones who are going to be recommended

National Institute of Design

The National Institute of Design (NID) is internationally acclaimed as one of the foremost multi-disciplinary institutions in the field of design, education and research. The Business Week, USA has listed NID as one of the top 25 European & Asian programmes in the world. The institute functions as an autonomous body under the department of Industrial Policy & Promotion, Ministry of Commerce & Industry, Government of India. NID is recognized by the Dept. of Scientific & Industrial Research (DSIR) under the Ministry of Science & Technology, Government of India, as a scientific and industrial design research organization. NID has been a pioneer in industrial design education after Bauhaus and Ulm in Germany and is known for its pursuit of design excellence to make Designed in India, Made for the World a reality. NIDâ&#x20AC;&#x2122;s graduates have made a mark in key sectors of commerce, industry and social development by taking role of catalysts and through thought leadership.

VII

Sponsor TM

The Idea behind Traveller Kids Seeking opportunity in what we see as a dearth in good educational and interactive product for children in the market .Traveller Kids intends to create a subscription based product, that targets the kids whose parents complain of not having time for their kids and want their kids to involve in better activities than senseless gaming and television. They have the required spending power but they still insist in choosing the right thing for their kids. Traveller kids will serve this niche audience, keeping in mind the standards expected. Traveller Kids is a product created specifically to keep kids occupied for a long time, so a busy parent can utilise that time for their own needs and be free from the constant hassles of a bored child. Traveller Kids offers more than just something to read. The kid will be busy playing with arts and crafts, solving puzzles, words games, and discovering knowledge about people, places and cultures from around the world. Traveller Kids is to be designed for kids of age 7-10 years. The games are to be designed

to be played, either alone or with friends. They would come with instructions that are simple to understand. No parental holding would be necessary. Traveller Kids will send a box monthly, full of reading material, games, toys, and souvenirs for children to experience and learn about different cultures and countries from the comfort of their own homes. The sole purpose of building Traveller Kids was to inspire children to go back (actually forward) to actual physical toys and games.

MANAGEMENT

CONTENT

DESIGN

The Team ◆◆ Shitij is an engineer by graduate, worked in the software industry, then went on to start his company that made e-learning content for corporates. After that stint, he has started Traveller kids. ◆◆ Priyanka is MBA by education, then entered digital advertising space, post which co-founded Traveller Kids. ◆◆ Reema is an animator by education and experience, and now is exploring graphic designing+illustrating. ◆◆ Devika is designer from NIFT, now a freelancer with Traveller Kids . ◆◆ Payal Doshi is studying Masters in creative writing from New York right now. She has done masters before from UK. She is a writer by profession, and works as chief editor with Traveller Kids. ◆◆ Jyoti is a NIFT graduate, and currently studying in NID, worked as a summer intern. ◆◆ Aalap is a musician and content writer by profession.

Company Profile The office is based in Delhi located in Kalkaji, New Delhi. The office space is chockfull with a lot of fun stationery and articles. A cluster of bean bags and matrix of work tables. And a lot of boxes littered.

Proposal The time of joining was a crucial period for the company when they were gearing up to finally finish all their back end research and start their work with full scale product development.

Suggested Scope of Work ◆◆ Research on existing educational products for kids. ◆◆ Study and design development of product graphics. ◆◆ Research on graphics on education material, products and games. ◆◆ Consumer study/ focus group study (consumer being schools as well as parents). ◆◆ Study of the consumer, the audience and the child psyche to understand the requirement and deliverables. ◆◆ Study of interaction with children and how children interact with products. ◆◆ Research and development of online interactive material. ◆◆ Study, design and developing packaging for the kit. ◆◆ Overall product requirements involve a lot of publication design elements. ◆◆ Study cognitive ergonomics (game design) for print as well as online games.

Suggested Role in the Project ◆◆ Ideation of the package on the level of the content and design. ◆◆ Ideation of the content based on what the consumers would require. ◆◆ Conceptual development of startup pack which requires to establish the product to the consumers. ◆◆ Design Development of the contents of the startup pack based on initial findings and research. ◆◆ Research on what and how it is to be presented to kids in an interesting way. ◆◆ Conceptual development of monthly packs which are correlated to the startup pack. ◆◆ Design Development of the contents of the monthly packs. ◆◆ Development and execution of a month’s package.

Packaging Infotainment for kids Sponsor Profile: Traveller Kids is a startup focused on creating travel related educational and learning products for children. With rising spending power amongst parents, more international travel and an innate desire in everyone to travel and explore the world, the products are intended to strike an emotional chord with parents while providing an entertaining, and more importantly, an inspiring experience for children. The first product, Traveller Kids Club, is a subscription based learning and entertainment service for children 7-10 years. Further products in the related space are planned. The company intends to market these products through the online channel, partnering with schools and retailing at major retailers.

Diploma Project Proposal Student Anuj Vijay Gadre S0901103 PGDPD Graphic Design anuj.g@nid.edu anuj.gadre@gmail.com Guide: Rupesh Vyas Coordinator, Graphic Design NID, Ahmedabad. rupeshv@nid.edu Sponsor:

Traveller Kids E162, Kalkaji, New Delhi – 19 Project Brief: Traveller Kids Club is a subscription based entertainment product for kids aged 7 -10 years intended to make children virtually travel the world and experience a new country every month through a combination of physical and online activities. In an increasingly digital world, where children spend a majority of their time in front of computers, iPads and video games, the product is presented in formats designed to attract children back to physical toys, games, crafts and activities. On signing up for the service, the child receives a starter pack which has a passport, a world map, some travel goodies amongst other things and then every month they receive a physical package by post which is themed on one country and has an illustrated book full of content about the country, a visa for that country, a game, a couple of souvenirs, some craft activities all related to the country. The child can only access an online zone which has more content like information, panoramas, photo galleries, videos and links to other sites and most importantly flash based games and activities. The product is being launched in India, but is designed and benchmarked to be an international product and would be marketed in other markets in future.

Scope of work: • Research on existing educational products for kids. • Study and design development of product graphics. • Research on graphics on education material, products and games. • Consumer study/ focus group study (consumer being schools as well as parents). • Study of the consumer, the audience and the child psyche to understand the requirement and deliverables. • Study of interaction with children and how children interact with products. • Research and development of online interactive material. • Study, design and developing packaging for the kit. • Overall product requirements involve a lot of publication design elements. • Study cognitive ergonomics (game design) for print as well as online games.

My role: • Ideation of the package on the level of the content and design. • Ideation of the content based on what would the consumers require • Conceptual development of startup pack which requires to establish the product to the consumers. • Design Development of the contents of the startup pack based on initial findings and research. • Research on what and how it is to be presented to kids in an interesting way. • Conceptual development of monthly packs which are correlated to the startup pack. • Design Development of the contents of the monthly packs. • Development and execution of a month’s package.

Timeline: 16 Weeks

Initial Conceptualization Design Development of Startup Kit Implementation Design Development of Monthly Kits Implementation Documentation 1

DATE:

STUDENT

GUIDE

8 9 10 11 12 13 14 15 16

Research Phase

Initial Research

Defining the User Here the user or the target audience is divided in two sections viz: The Client and the User The parents are the Client since they have the purchasing power and the decision, to buy or not buy the product, lies with them. The users here are the kids of chiefly age 7-10 years. They are the one for whom the product has to be designed keeping in considerations their requirements, aspirations, and availability of other resources.

User Research Key Concepts of Jean Piaget’s theory of Genetic epistemology

Jean Piaget was a Frenchspeaking Swiss developmental psychologist and philosopher known for his epistemological studies with children. Piaget placed great importance on the education of children. As the Director of the International Bureau of Education, he declared in 1934 that “only education is capable of saving our societies from possible collapse, whether violent, or gradual.” Piaget created the International Center for Genetic Epistemology in Geneva in 1955 and directed it until 1980. According to Ernst von Glasersfeld, Jean Piaget is “the great pioneer of the constructivist theory of knowing.”

Schemas -

Assimilation -

A schema describes both the mental and physical actions involved in understanding and knowing. Schemas are categories of knowledge that help us to interpret and understand the world. In Piaget’s view, a schema includes both a category of knowledge and the process of obtaining that knowledge. As experiences happen, this new information is used to modify, add to, or change previously existing schemas. For example, a child may have a schema about a type of animal, such as a dog. If the child’s sole experience has been with small dogs, a child might believe that all dogs are small, furry, and have four legs. Suppose then that the child encounters a very large dog. The child will take in this new information, modifying the previously existing schema to include this new information.

The process of taking in new information into our previously existing schemas is known as assimilation. The process is somewhat subjective, because we tend to modify experience or information somewhat to fit in with our preexisting beliefs. In the example above, seeing a dog and labeling it “dog” is an example of assimilating the animal into the child’s dog schema.

Accommodation -

Equilibration -

Another part of adaptation involves changing or altering our existing schemas in light of new information, a process known as accommodation. Accommodation involves altering existing schemas, or ideas, as a result of new information or new experiences. New schemas may also be developed during this process.

Piaget believed that all children try to strike a balance between assimilation and accommodation, which is achieved through a mechanism Piaget called equilibration. As children progress through the stages of cognitive development, it is important to maintain a balance between applying previous knowledge (assimilation) and changing behavior to account for new knowledge (accommodation). Equilibration helps explain how children are able to move from one stage of thought into the next.

Piaget’s Stages of Cognitive Development ◆◆ The Sensorimotor Stage (from birth to age 2) ◆◆ The Preoperational Stage (age 2 to 7) ◆◆ The Concrete Operational Stage (age 7 to 11) ◆◆ The Formal Operational Stage (age 11 to 16)

Concrete Operational Stage of Cognitive Development Characteristics of Concrete Operations:

Reversibility:

The concrete operational stage begins around age seven and continues until approximately age eleven. During this time, children gain a better understanding of mental operations. Children begin thinking logically about concrete events, but have difficulty understanding abstract or hypothetical concepts.

One of the most important developments in this stage is an understanding of reversibility, or awareness that actions can be reversed. An example of this is being able to reverse the order of relationships between mental categories. For example, a child might be able to recognize that his or her dog is a Labrador, that a Labrador is a dog, and that a dog is an animal.

Logic: Piaget determined that children in the concrete operational stage were fairly good at the use of inductive logic. Inductive logic involves going from a specific experience to a general principle. On the other hand, children at this age have difficulty using deductive logic, which involves using a general principle to determine the outcome of a specific event.

The Different Contexts of Child Psychology When you think of development, what comes to mind? If you are like most people, you probably think about the internal factors that influence how a child grows, such as genetics and personal characteristics. However, development involves much more than the influences that arise from within an individual. Environmental factors such as social relationships and the culture in which we live also play essential roles. Some of the major contexts that we need to consider in our analysis of child psychology include:

The Social Context:

The Socioeconomic Context:

Relationships with peers and adults have an effect on how children think, learn and develop. Families, schools and peer groups all make up an important part of the social context.

Social class can also play a major role in child development. Socioeconomic status (often abbreviated as SES), is based upon a number of different factors including how much education people have, how much money they earn, the job they hold and where they live. Children raised in households with a high socioeconomic status tend to have greater access to opportunities, while those from households with lower socioeconomic status may have less access to such things as health care, quality nutrition and education. Such factors can have a major impact on child psychology.

The Cultural Context: The culture a child lives in contributes a set of values, customs, shared assumptions and ways of living that influence development throughout the lifespan. Culture may play a role in how children relate to their parents, the type of education they receive and the type of child care that is provided.

Remember, all three of these contexts are constantly interacting. While a child may have fewer opportunities due to a low socioeconomic status, enriching social relationships and strong cultural ties may help correct this imbalance.

Mildred Parten (Play and Learning)

The thing to notice is that the first four categories of play don’t involve much interaction with others, while the last two do. While children shift between the types of play, what Parten noticed was that as they grew up, children participated less in the first four types and more in the last two - those which involved greater interaction.

Unoccupied play:

Parallel play:

the child is relatively stationary and appears to be performing random movements with no apparent purpose. A relatively infrequent style of play.

the child mimics other children’s play but doesn’t actively engage with them. For example they may use the same toy.

Solitary play:

Associative play:

the child is completely engrossed in playing and does not seem to notice other children. Most often seen in children between 2 and 3 years-old.

now more interested in each other than the toys they are using. This is the first category that involves strong social interaction between the children while they play.

Onlooker play:

Cooperative play:

child takes an interest in other children’s play but does not join in. May ask questions or just talk to other children, but the main activity is simply to watch.

some organisation enters children’s play, for example the playing has some goal and children often adopt roles and act as a group.

Client Research

The consumer comprises of the parents who are the targeted customers. They have buying power and are run by their prejudices, expectations, purchase power and extent of experimentation To know more about the need of these parents, I did a small survey and tried to judge what are the basic expectations of the parents for their kids and their understanding about their requirements are. I sent this survey to a list of our prospective clients prepared by management on mail. I got a small response though it was quite helpful to further clarify the assumptions we had made regarding their requirements. Other than this we also went and talked to teachers and parents at Delhi Public School, East of Kailash, New Delhi and owners of Intellitots. Our discussions with them have been around understanding the level of average intelligence in our target age group, what they like to read, whether they like to read or not, what occupies most of their time, their little attention span, and the increase of digital media use amongst kids since our product is offline.

The general understanding of our clients was that : ◆◆ Their children required something to take them away from the distractions they have these days. ◆◆ They wanted a meaningful pass time for their children rather than senseless gaming and internet they are used to. ◆◆ They required something that would engage the little attention span they had. ◆◆ They need something that gives their kids a reason to learn.

Survey Results What is your childâ&#x20AC;&#x2122;s age?

6-8 Years

7-10 Years

11-12 Years

60% 20% 20% Does your child read books?

70%

Yes

Do you read books to your children?

60%

Yes

Does your child prefer play, over books?

100%

Yes

70%

Yes

Does your child has an interest in Board/Card games?

What kind of games does your child play on PC/console?

RPG/ FPS

Does your child require help when playing strategy games?

70%

What all gadgets does your child own/carry?

Is your child pro-active?

Would you like your child to engage in activities that boost their knowledge and understanding?

65% 95%

Majority of them play Role playing games or First person shooter games followed by Strategy and Puzzles.

Majority of the children own a PC/mac or Nothing. Very few have a Tablet or Console Yes

Yes

Contextual Study Existing reading material in the market:

Rome- Everything you ever wanted to know Lamprell, Klay. Rome: everything you ever wanted to know. Footscray: Lonely Planet, 2011. Print.

This book is like a tourist guide book to Rome. The most fascinating thing about this book is that it falls in the lonely planet series of books â&#x20AC;&#x153;NOT-FOR-PARENTSâ&#x20AC;?. By putting these books into such title they are targeting kids in a clear way. They want parents to understand that such book is targeting the kids and the content and design speaks in high volume of that. The pallet is filled with rich colours, a lot of attention is given to details of layout, a character of play in integrated and use of simple and sketchy typography is tried to give an informal look. The imagery is rich and use of Illustrations in some portion is also seen.

Richard Hammondâ&#x20AC;&#x2122;s Blast Lab: Bright Ideas Hammond, Richard. Richard Hammondâ&#x20AC;&#x2122;s Blast Lab bright ideas. London: Dorling Kindersley, 2009. Print.

This one is a special book, with both facts and illustration. Attention is given to the typography, imagery used and layout. Content wise book is filled with activities that are easy to do and a lot of interesting and fun facts presented in a quirky way.

Delhi Bound: A book for kids

This book is an attempt by a mother to teach her kids in an interesting way the meaning of discovering and exploring. Delhi Bound, though not comprehensive in its coverage of Delhi, contains an overview of what seem to be the author’s own (and her family’s) favourite places in the city. For every destination, there is basic information about ticketing and toilet access but what makes it more interesting are the icons that indicate if it is a picnic worthy site. Some places are also marked with a special surprise icon that gives ideas for things to do at that location. You can also sense the mother’s perspective here, as the author suggests some fun diversions for children, to spice up what may otherwise become a mundane sightseeing tour.

There are maps for every section, derived from Eicher Maps and simplified tremendously for the sake of young readers. Rendered more as illustrations, these maps are fun for kids as they try and match icons of various locations and trace their way from one place to another. Hattaway’s interesting tips also liven up the reading, whether it is practical advice such as taking a trolley in the Delhi Zoo or something as basic as looking up in Humayun’s Tomb, lest you miss the stonework on the ceilings.

Children’s book of art Children’s book of art. New York, N.Y.: DK, 2009. Print.

Children’s Book of Art presents an introduction to art featuring artists, art pieces and techniques. Young and old readers alike are taken on a tour of art world starting with some early cave paintings, followed by the old masters, and finally on to more modern pieces. This book is divided into 3 sections: Early Art, Modern Art and Sculpture. It has large photographs and easy-to-read descriptive text. There are lots of little sidebars directing the reader to try something they’ve just read about. There are four types of pages in the book that take the readers through the art world. These pages are: Artist or Sculptor profile, How did they do that?, Gallery, Art Style. Each artist or sculptor profile featured a timeline of their life as well as a list of artistic influences. The pages titled “How did they do that?” contained lots of information about techniques and materials used by the artists. Other pages included instructions on how to use oil paints and water colours as well as how to sculpt

marble and much, much more. The gallery pages showed works of art with common themes. Many different styles were featured on the Art Style pages. Some of these include: Dreamtime art (Australian), Renaissance, Baroque, Impressionism, Surrealism, Street Art, Modern Art and different kinds of sculpture: African, abstract.

The Travel Book The travel book. Footscray, Vic.: Lonely Planet, 2004. Print.

The cover of this book perfectly describes it: “Cool stuff to know about every country in the world.” Inside, every country, from Afghanistan to Zimbabwe has one page in this book. Every page includes some basic facts, including the flag, the population, the language spoken, the currency and its area in square miles and kilometres. But, that is not the strength of this book.

The best feature of this book is the rest of each page - the random facts that make each country unique. For example, on the United Arab Emirates page we learn that they have the world’s tallest building (about twice as tall as the Empire State Building), see a design created out of man-made islands and learn that they make snow on an indoor ski slope in a shopping mall there. Everything is laid out with beautiful colour pictures, always has information about people and animals in the country and is a very easy book to flip through and lose yourself in for a while.

Everything Egypt Boyer, Crispin. National geographic kids everything Ancient Egypt. Washington, D.C.: National Geographic, 2011. Print.

This book explores the amazing world of the ancient pharaohs with Everything Egypt. It takes the reader on an incredible journey through the amazing history, geography, and culture of the kingdom of Egypt. It includes fascinating facts and exciting activities will teach the reader a host of new skills, from building a burial chamber to making a mummy case - even how to dress for an Egyptian party and write your name in hieroglyphs, covered over in 6 different sections. The imagery and the illustrations are very vell thought and the papyrus texture background gives the feeling of old.

Existing in market

Chhota Bheem is a children’s animation series, focusing on the adventures of a small boy named Bheem in the fictional city of Dholakpur. The series was launched in 2008. The series quickly became popular and soon emerged as the number one Indian animation show in all of India

Ben 10 is an acclaimed American media franchise created by “Man of Action”, and produced by Cartoon Network Studios. The franchise is about a boy who acquires a watch-like alien device called the Omnitrix (later the Ultimatrix) attached to his wrist that allows him to turn into alien creatures. The Ben 10 franchise has grossed over $2 billion in retail sales in Europe, the Middle East and Africa (EMEA) and has sold 100 million toys worldwide.

Big Competitors

Images from World Children Expo, 2012, Gurgaon.

Hachett India Stall at the World Children Expo

Toys, Games, and iPad Apps

User Scenario Opportunity

Defining the User Traveller Kids is targeted at kids of age, 7 to 10 years old. The kids are targeted without gender bias. The economic strata they belong, has to be upper middle class.

Persona Creation To understand how the users are and what do they actually have around them, I created user personas. These personas represented the niche audience and also expand the opportunities.

7 -10 Years

Persona 1

Persona 2

Name

Varun Mittal

Ashima Arora

Age

10 years

8 years

Gender

Male

Female

Location

GK2, Delhi

Punjabi Bagh, Delhi

School

IIIrd Standard, DPS, East of kailash

Vth Standard Modern School, Barakhamba

Parents Occupation

Investment Banker/ HR manager

Businessman/ House manager

Likes

PC and Console gaming, Cricket

Shopping, Art and Craft, Badminton

Daily Schedule (in hours)

0700-1400 School 1500-1700 Tuition 1700-1900 Play 1900-2100 Homework 2100-2300 Family time

0800-1400 School 1500-1600 Stay in school Activities 1400-1900 Play 1900-2100 Homework 2100-2230 Family time

Characteristics

Shy, Enthusiastic

Quirky, Exuberant

Owns

Mobile , PC

Tablet

Travel

Almost Nil, Been abroad in past

Frequently travels, been abroad.

Need / Opportunity

Spends time alone, Travels less,

Stand out among peers

How to reach them? VARUN

SCHOOL

WORKSHOP

INTEREST

PEER

TUITION

MOVIES

RETAIL

ASHIMA

MOVIES

MALL SCHOOL

HOBBY CLASSES

PEER

MOTHER

Mapping Opportunities Large Reach Limited time of interaction

COMPETITION

Low Investment

Difficult to persuade

SCHOOL

TEACHERS

Competitors are many

May find the product distracting

INTERNET TRAVELLER KIDS

Massive Reach, Difficult to assimilate

Limited Audience

WORKSHOPS Heavy Investment

Less Investment

HOME

Personalized service

No feedback system

PARENTS Easily Approachable

INTERNET VARUN PEER

MOTHER

TRAVELLER KIDS HOME

ASHIMA

PEER

This becomes the final choice as medium, since here, the Kid is given more importance than the peers. The whole marketing strategy is to design the Traveller Kids products around the kid, keeping the kid individually and socially active. It gives the Kid independence from the dependability on parents and peers, and teaches the kid a thing or two about the travelling, adventure and exploring the world.

The Approach UNDERSTANDING THE BRAND

USER STUDY

CONTEXTUAL STUDY

SURVEY FOCUS GROUP STUDY SCHOOLS

COMPETITION EXISTING MODELS

PERSONA CREATION SCENARIO BUILDING OPPORTUNITY MAPPING

DEVELOPING A DESIGN BRIEF IDEA GENERATION CONCEPTUALIZING THE PRODUCT

KIT DEVELOPMENT INFORMATION COLLECTION CATEGORIZING MEDIA PLANNING PRODUCT DEVELOPMENT

GUIDELINES

USER TESTING ITERATIONS AND REFINMENTS PRODUCT FINISHING COSTING PACKAGING DESIGN PRODUCTION

PACKAGING THE KIT

DELIVERING THE KIT

Product Development

Extemporising the Brand I joined the firm at the stage where the logo was already designed, but on analysing the same I realized that it needed some iteration. I strongly felt that the current design was consuming a lot of blank space around it than what it appeared, because of which it would have caused a problem in the later applications of the logo. Also the vertical space and horizontal space were not completely balanced.

Therefore I contributed in improving the same by making the two trails (dashed lines) form a smaller wave which was kept at an angle where it enhanced the text, making the logo more balanced and streamlined.

Colour Scheme The colour scheme was already defined by the firm and I felt it worked quite well for the brand. Since the brand targeted kids across gender, it was a wise choice to use both pink and blue, the stereotypical colours of the sexes, in a harmony, that represent the mind-set of the brand.

CMYK 73,62,58,07 RGB 91,98,102 HEX #5b6266

CMYK 0,100,0,0 RGB 236,0,130 HEX #ec008b

CMYK 100,0,0,0 RGB 0,173,239 HEX #00adef

CMYK 0,60,0,0 RGB 242,134,182 HEX #f286b6

CMYK 40,0,0,0 RGB 141,215,247 HEX #8dd7f7

Taking it forward

Coming up with patterns for use as wrapping papers, in-campus branding, Stationery.

Pattern option 1

Pattern option 2

Pattern option 3 and 4

Wrapping Paper

Pattern option 5

Using the planes as the binding element in visuals.

Social Media Twitter 128px X 128px 2048px X 1700px

Facebook 851px X 315px

180px X 180px

Pinterest 160px X 160px

Changing The Course It was procrastination time when all of us had to look back at whatever had we done till now, or planned, and then, think and write about what has been done and what could be done. Everyone had given their valuable inputs and that can be seen here.

Reaching out to kids,Holistic Education, Learn by doing, Traveller Kids as integral part of childhood, Zen Stories, Revelation, Fun First.

Interactive Travel Diary, Interactive City Maps, Fun First, Channelling kidsâ&#x20AC;&#x2122; energy, Parents can be given attributes.

Already existing things hold no value, Experience, School Life, Parents, Grand parents, Dressing, Products with longevity, No appreciations.

Packaging it well, Pack WOW, Each item a complete product in Itself, Unique message, Unified design language, Narrative

Some of the major suggestions which were carried out were the inclusiveness of a Narrative in the concept of Traveller Kids. For which we need a binding story that would connect the whole traveller kids concepts together and would give a strong association for the kids to relate to the product. A character, a mascot who becomes the face of Traveller Kids thus came into picture A lot of ideas were brought forward and a mouse was chosen to represent the Traveller Kids concept. The reason behind it being that a mouse is equally admired and loved by all age groups, though it scares few people too. But rest aside, it also is the animal common to most countries. Again here, there was a lot of lash back from the facts that a mouse is a tired and tested symbol for kids from Mickey, to Jerry, to Speedy Gonzales and most recently the rat from ratatouille. But then again a mouse always represented strength, character and moral fibre. The problem here were to name the mouse.

Finally after much heated arguments on other names and totally ridiculed Cheesy man, we all agreed on Atlas, as suggested by me. I chose atlas as itâ&#x20AC;&#x2122;s a name we represent with world, travel, direction etc. and hence a name like that would be a good association to travelled kids. Also itâ&#x20AC;&#x2122;s a small and easy name to remember. Hence the character was christened as ATLAS, the Traveller.

Character Design ATLAS, The Traveller

Old Character

Design iteration, Option 1

Design iteration, Option 2

Exploratory sketches

Atlas the Traveller, Final Character

Marketing and Atlas

Building a Narrative

Atlas was the face of Traveller Kids, so it was important for it to be an integrated part of the Traveller Kids package. The strategy was to place him everywhere Traveller kids goes. A narrative was built around atlas to position him as the brand ambassador for Traveller Kids. He is to be used everywhere the brand Traveller Kids travels to. He shall be put in with visual integration of the brand. He can be used to attract kids at events.

Another important aspect was to build a story to introduce Atlas. After a lot of discussions it was decided that Atlas would be treated a young, energetic mouse, who always seemed to be on an adventure and thus went on this world journey making everyone around him proud and happy. Aalap wrote a very nice story of atlas who was a mouse born to normal mouse parents, but he always had bigger intentions and hence he went on to his great journey to become Atlas the Traveller. But it still lacked the innocence a 7 year old would associate too, hence Payal was roped in to give it the necessary touch. She broke down the whole story in a very sweet and quirky poem that would instantly hit off with the children. And hence ATLAS the Traveller came into existence.

Typographic Decision Working for a commercial project with such vast product development requirements, it would be difficult to have a very limited set of fonts to be used all throughout. That would add a lot of redundancy to the products subsequently coming in the upcoming months. Also, since the company was a Start-Up, investing in commercial fonts would have been a lot of extra cost. What my challenge was, to sort and select few and productive free typefaces available from free font websites like, www. dafont.com, www.fontsquirrel.com, and others. The selection of this font was based on the fun factor. The font had to be either clear and bold or sketchy and playful to make it to the list. This and also readability issues in small sizes and using a font for general information or titles and sub-headings. The typeface BPrepaly is selected as the general typeface, which can be used for general information, or where small sizes are unavoidable, like packaging of individual products.

BPreplay

OpenType c:\windows\fonts\bpreplay.otf 6 points

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890

8 points

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890

9 points AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxY 1234567890 10 points

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvW 1234567890 11 points

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtU 1234567890

14 points

AaBbCcDdE 1234567890

Sample A

ABCDEF abcd

12 points

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrS 1234567890 18 points

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqR 1234567890 24 points

AaBbCcDdEeFfGgHhIiJjKkLlMmN 1234567890 30 points BPreplay Regular

AaBbCcDdEeFfGgHhIiJjKkL 1234567890 Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nunc faucibus nisl nec enim. Fusce id pede et nunc

Maecenas nibh p commodo vel, m

24 points

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtU 67 1234567890 30 points

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQ 1234567890 BPreplay Italic OpenType c:\windows\fonts\bpreplayitalics.otf 32K

Lorem ipsum dolor sit amet, consectetuer adipiscing 6 points elit. Nunc faucibus nisl nec enim. Fusce id pede et nunc AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890 consectetuer ultrices. Phasellus in nulla. In quam felis, rutrum 8 points sit amet, tincidunt sit amet, varius vitae, pede. AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz Cras ac neque. Suspendisse potenti. Mauris semper 1234567890 ante eu libero. Vestibulum eu velit. Proin non purus. 9 points Vestibulum a elit. Curabitur dolor elit, vestibulum a, AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxY feugiat a, vulputate in, velit. Nunc nec nisi. Sed vulputate. 1234567890 Duis leo ante, egestas id, bibendum mollis, mattis quis, tortor. Morbi mi nisi, gravida eu, commodo vitae, 10 points laoreet nec, nunc. Nullam consequat mi id nisi. Ut elit. AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvW Duis in nulla a lectus pulvinar vehicula. In non velit eu 1234567890 justo congue mollis. 11 points

Maecenas nibh pede, condimentum ac, consequat in, 14 points commodo vel, metus. Vivamus luctus, metus non AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQq volutpat dapibus, lectus leo vestibulum mauris, id commodo augue magna sed ligula. Mauris orci. 1234567890 Curabitur tortor sapien, laoreet mollis, placerat nec, sollicitudin ut, est. Sed et lorem. Etiam vel diam. Proin consequat sapien in odio. Donec dignissim malesuada Alphabet, Numerals & Symbols nunc. UtSample urna tellus, adipiscing non, venenatis a, 12 points consectetuer nec, erat. Aenean est nibh, convallis vel, porta id,ABCDEFGHIJKLMNOPQRSTUVWXYZ egestas et, erat. Praesent suscipit convallis ligula. Sed semper bibendum libero. Fusce blandit vestibulum abcdefghijklmnopqrstuvwxyz magna. Sed interdum. Nunc vel ipsum. In vel 1234567890 pede in lorem pharetra elementum. Sed ipsum. Curabitur pretium viverra arcu. !@#$%^*()-+=-*/?<>

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtU Nunc mauris neque, pharetra eu, semper quis, 1234567890 accumsan et, mauris. Morbi vulputate euismod nunc.

Ut elementum molestie erat. In hac habitasse platea dictumst. Morbi nulla nulla, blandit a, bibendum et, egestas sollicitudin, nunc. Integer faucibus nisi vel felis. Maecenas consectetuer vestibulum nisi. Ut in turpis. Vestibulum sed magna. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos hymenaeos. Fusce commodo. In hac habitasse platea dictumst. Etiam posuere dapibus nunc. Pellentesque pellentesque Suspendisse mi elit tempor id dictum at

Cras euismod consequat orci. Sed tempor posuere 12 points lorem. Lorem ipsum dolor sit amet, consectetuer AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrS adipiscing elit. Duis et mi. Etiam bibendum, odio at 1234567890 porttitor imperdiet, elit massa cursus nunc, ut rutrum 18 points purus ipsum sit amet est. Aliquam nulla. Curabitur tellus sapien, consectetuer sodales, ultrices id, posuere sit amet, orci. Duis ultricies. Nullam tempor posuere tortor. Morbi ultricies orci in augue Proin libero purus luctus

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890 BPreplay Regular 24 points

9/11/2012

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtU 1234567890 30 points

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQ 1234567890 Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nunc faucibus nisl nec enim. Fusce id pede et nunc consectetuer ultrices. Phasellus in nulla. In quam felis, rutrum sit amet, tincidunt sit amet, varius vitae, pede. Cras ac neque. Suspendisse potenti. Mauris semper ante eu libero. Vestibulum eu velit. Proin non purus. Vestibulum a elit. Curabitur dolor elit, vestibulum a, feugiat a, vulputate in, velit. Nunc nec nisi. Sed vulputate. Duis leo ante, egestas id, bibendum mollis, mattis quis, tortor. Morbi mi nisi, gravida eu, commodo vitae, laoreet nec, nunc. Nullam consequat mi id nisi. Ut elit. Duis in nulla a lectus pulvinar vehicula. In non velit eu justo congue mollis.

Maecenas nibh pede, condimentum ac, consequat in, commodo vel, metus. Vivamus luctus, metus non volutpat dapibus, lectus leo vestibulum mauris, id commodo augue magna sed ligula. Mauris orci. Curabitur tortor sapien, laoreet mollis, placerat nec, sollicitudin ut, est. Sed et lorem. Etiam vel diam. Proin consequat sapien in odio. Donec dignissim malesuada nunc. Ut urna tellus, adipiscing non, venenatis a, consectetuer nec, erat. Aenean est nibh, convallis vel, porta id, egestas et, erat. Praesent suscipit convallis ligula. Sed semper bibendum libero. Fusce blandit vestibulum magna. Sed interdum. Nunc vel ipsum. In vel pede in lorem pharetra elementum. Sed ipsum. Curabitur pretium viverra arcu.

Nunc mauris neque, pharetra eu, semper quis, accumsan et, mauris. Morbi vulputate euismod nunc. Cras euismod consequat orci. Sed tempor posuere lorem. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Duis et mi. Etiam bibendum, odio at porttitor imperdiet, elit massa cursus nunc, ut rutrum purus ipsum sit amet est. Aliquam nulla. Curabitur tellus sapien, consectetuer sodales, ultrices id, posuere sit amet, orci. Duis ultricies. Nullam tempor posuere tortor. Morbi ultricies orci in augue Proin libero purus luctus

BPreplay Italic

9/11/2012

24 points

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuV68 1234567890 30 points

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqR 1234567890 BPreplay BoldItalic

OpenType c:\windows\fonts\bpreplaybolditalics.otf 32K Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Maecenas nibh pede, condimentum ac, consequat in, 6 points 14 points Nunc faucibus nisl nec enim. Fusce id pede et nunc commodo vel, metus. Vivamus luctus, metus non volutpat AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890 AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRr consectetuer ultrices. Phasellus in nulla. In quam felis, rutrum dapibus, lectus leo vestibulum mauris, id commodo augue sitpoints amet, tincidunt sit amet, varius vitae, pede. Cras ac magna sed ligula. Mauris orci. Curabitur tortor sapien, 8 1234567890 AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz neque. Suspendisse potenti. Mauris semper ante eu libero. laoreet mollis, placerat nec, sollicitudin ut, est. Sed et lorem. 1234567890 Vestibulum eu velit. Proin non purus. Vestibulum a elit. Etiam vel diam. Proin consequat sapien in odio. Donec Curabitur dignissim malesuada nunc. Ut urna tellus, adipiscing non, 9 points dolor elit, vestibulum a, feugiat a, vulputate in, Alphabet, Numerals Symbols AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz velit. Nunc nec nisi. Sed vulputate. Duis leo ante, egestas id, venenatisSample a, consectetuer nec, erat. Aenean&est nibh, 12et, points 1234567890 bibendum mollis, mattis quis, tortor. Morbi mi nisi, gravida convallis vel, porta id, egestas erat. Praesent suscipit eu, points commodo vitae, laoreet nec, nunc. Nullam consequat mi id convallis ligula. Sed semper bibendum libero. Fusce blandit 10 ABCDEFGHIJKLMNOPQRSTUVWXYZ nisi. Ut elit. Duis in nulla a lectus pulvinar vehicula. In non velit vestibulum magna. Sed interdum. Nunc vel ipsum. In vel pede AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwX abcdefghijklmnopqrstuvwxyz eu justo congue mollis. in lorem pharetra elementum. Sed ipsum. Curabitur pretium 1234567890 viverra arcu. 1234567890 11 points Nunc mauris neque, pharetra eu, semper quis, accumsan et, !@#$%^ *()-+=-*/?<> AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuV Ut elementum molestie erat. In hac habitasse platea mauris. Morbi vulputate euismod nunc. Cras euismod consequat orci. Sed tempor posuere lorem. Lorem ipsum dictumst. Morbi nulla nulla, blandit a, bibendum et, egestas 1234567890 dolor sit amet, consectetuer adipiscing elit. Duis et mi. Etiam sollicitudin, nunc. Integer faucibus nisi vel felis. Maecenas 12 points bibendum, odio at porttitor imperdiet, elit massa cursus consectetuer vestibulum nisi. Ut in turpis. Vestibulum sed AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTt nunc, ut rutrum purus ipsum sit amet est. Aliquam nulla. magna. Class aptent taciti sociosqu ad litora torquent per 1234567890 Curabitur tellus sapien, consectetuer sodales, ultrices id, conubia nostra, per inceptos hymenaeos. Fusce commodo. In posuere 18 pointssit amet, orci. Duis ultricies. Nullam tempor posuere hac habitasse platea dictumst. Etiam posuere dapibus nunc. tortor. Morbi ultricies orci in augue. Proin libero purus, luctus Pellentesque pellentesque. Suspendisse mi elit, tempor id, quis, mollis ut, sollicitudin vitae, nibh. Sed sollicitudin. dictum at, tincidunt ut, orci. Cras eleifend elementum mi. Phasellus tempus condimentum massa Nulla facilisi Integer Nullam nec sem Vivamus gravida imperdiet velit Donec BPreplay Bold 2 9/11/2012 24 points

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuV 1234567890 30 points

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQq 1234567890 Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nunc faucibus nisl nec enim. Fusce id pede et nunc consectetuer ultrices. Phasellus in nulla. In quam felis, rutrum sit amet, tincidunt sit amet, varius vitae, pede. Cras ac neque. Suspendisse potenti. Mauris semper ante eu libero. Vestibulum eu velit. Proin non purus. Vestibulum a elit. Curabitur dolor elit, vestibulum a, feugiat a, vulputate in, velit. Nunc nec nisi. Sed vulputate. Duis leo ante, egestas id, bibendum mollis, mattis quis, tortor. Morbi mi nisi, gravida eu, commodo vitae, laoreet nec, nunc. Nullam consequat mi id nisi. Ut elit. Duis in nulla a lectus pulvinar vehicula. In non velit eu justo congue mollis.

9/11/2012

Colour Consideration

Colour and Children Colour is the bight sight of childhood. Children adore colours and give a respond on it. However children’s response differs from adults’ reaction. If you are to communicate with children, colour should become your ally. But you need to use the colour language correctly. Children use limited palette, which becomes wider as they grow up. Colour is the first characteristic, which children can distinguish. All of us have heard that children perceive only black and white colours (light and darkness). But in the period from six weeks to two months the situation undergoes radical changes. First children start to distinguish red colour. Later they start to perceive other bright colours, and yellow among them. Little children are attracted to bright colours. Numerous academic researches show that age children’s preferences change. Many children under 10 call red (or pink) and yellow their favourite colours. But having grown above ten they start preferring blue. It can be considered to be with the process of growing up and appearance of ability to perceive different hues of mood.

Colour preferences are closely connected with the gender. Numerous researches show that most little girls prefer pink, lavender or violet. Little boys like black and other dark colours more than girls. The question has arise` if those preferences are innate or acquired. Adults accustom little girls and boys to like certain colours choosing their clothes and toys. It’s hard to give the exact answer but colour preferences are believed to be innate too. It’s a difficult problem to be solved in future. Colour is the great mean to manipulate children and teenagers. This mean is used differently and it brings different results. Not only sellers and manufacturers use children’s interest towards colours. Over a hundred years ago the pioneering educationalist Rudolph Steiner believed that people were surrounded by particular colours that had a spiritual influence and objective effect on their emotional life as well as benefiting physical health and mental well-being. Followers of the Steiner philosophy introduced his principles into their networks of schools and communities. It was believed that surrounding

Mood Board

Colour Palette Selection

Product Development Getting started with the start-up kit

The first step in the product development was to come up with a binding element which could hold all monthly kits together. This is what, became the idea of having a startup kit. Also having a separate kit at the starting stage, before any country kit starts arriving, will help in creating excitement about where to travel, and thus the kid would become even more curious to see what country follows.

What is the Starter Kit? On time of subscription the customer is sent a package full of travelling essentials to get the kid started with the idea of travelling. This would also act as a token of trust between the customer and the company, assuring them that they will be receiving a travel kit soon and that the kid could embark on a journey with Traveller kids.

The content of the kit As thought earlier the starter kit has to work as the binding element for all packages of the coming 24 months, for which it had to include items with which the child should interact again and again. Therefore it was very important to break down the information in such a way that every monthly package carries one part of it.

Idea Generation for the content Making the Content List BOARD GAMES PASSPORT

PUZZLES PIECES PUT TOGETHER

VISA TRAVEL JOURNAL

STAMPS

TRAVEL TAGS

GRAPHIC NOVELS ROUTES FACE PAINTING

PHOTO BOOK MAPS

GUIDES

INFORMATION BOOKLETS

TICKETS CURRENCY

DRAWING BOARDING PASS

A travelling bag, a map, a travel dairy, passport, ille`gal documents, money etc. All these were added to the content list in the conceptual stage. Then, after analysing the usability and function of all these products, the cost of manufacturing versus the perceived value and the benefit to firm with respect to branding themselves the following were finalized: ◆◆ Informative World Map and Stickers ◆◆ Travel Diary ◆◆ Passport ◆◆ Travel tag ◆◆ Bookmark Also in addition to these a letter to the kid and a letter to parent were added to the kit, where the letter that the kid receives talks about how he/she should use the kit and the letter that the parents receive talks about how they should help the kids make the most out of the kit and also calls for a product feedback. The other essential thing was to introduce the narrative in the starting stage itself. In order to do that an illustrated book with a poem on the life of Atlas, the mascot was to be designed and added to the kit.

Final Content of Starter Kit

PASSPORT LETTER TO PARENTS

STORY OF ATLAS

TRAVEL JOURNAL

INFORMATION BOOKLETS STARTER KIT

PHOTO BOOK

MAPS TRAVEL TAGS

STICKERS

Starter Kit

World Map Kit When the idea of the world map was introduced, we zeroed onto the following item. The world map will be the biggest portion of the starter kit. It will have to also interact with the kids at various levels. It should also look different from any existing world maps in the market.

Size and Placement

Colour Coding

The map was supposed to be a big poster, so to work on I chose the A1 paper size. With this it was also considered, that the kid who would be of an average height of 3.5 to 4 feet, should be able to read an d follow the contents at least 3 feet away. It should also be designed considering the vision of a 4 ft tall kid.

Since no names were used in the map, I decided to colour code the map continent wise, and with no boundaries used I played in the same hue for each continent.

World map, Design exploration 1

Size and Text of Image The map has almost no text that needs to be read as information, except for latitude and longitudes which are in a formal typeface. The size of the images of the items placed on the map depend upon the placement, and the country associated to it. For example, the item associated with United Kingdom will have a smaller size to that of Russia. To add interaction to the map, we decided to add sticker sheets that have the country names and few major capitals marked on them, and also markers and stars to mark the places of their liking. Using stickers and marking also adds the scope of error and corrections since the sticker can be relocated if spotted wrongly placed.

World map with Latitudes and longitudes, Design exploration

Production During the production tages, the world map, had gone through many design changes. There were design decisions based on the fact that how and where would a kid use it. It could be placed on a kidsâ&#x20AC;&#x2122; room wall. But then again not all household would have that much space, so we had to think of a material that could be folded and yet did not leave creases. Then also the map could be used again and again, opened and closed and still can sustain that wear and tear Then we also thought that how we can package the stickers and fold them together, or package them together at least.

World map, a few images were removed at this stage because of copyright issues

World map, improved design

World map with further refinements

Legal Consideration I had to go through all the items to check what all information that can go on the map, which would not conflict with any copyright laws. Also use of established brands had to be changed.

Material Selection The material selection was mainly dependent on the factors of ◆◆ Wear and tear ◆◆ Package it with the stickers ◆◆ Possibility of putting it on wall or hang it.

Kid interacting with the map

World Map, Final Design

Travel Diary The idea behind a travel journal in the Starter kit was to introduce kids to the concept of maintaining travel journals. In this journal, we suggest them to add information regarding each and every travel and maintain a travelogue in a systematic way. The idea was to design it in a way that it can be used with or without the kit. The information to be entered in the journal was categorized in a way that the kids can sketch or draw, or write, or add pictures in the diary. They can use this for any travelogue, or with the kit to add what the loved the most about the place. Since a lot of elements will be pasted in the diary by the kid, it was decided that it would be made a spiral bound book. The look and feel of the diary was taken from the existing Traveller Kidsâ&#x20AC;&#x2122; website and the elements of the same were used, that went with the branding. The visual language of the diary is to accommodate the kid in an inviting way, but also provide much space for the kidsâ&#x20AC;&#x2122; personal use. Travel dairy, Cover page

Travel dairy, Calender page

Travel dairy, Contacts and checklist page

Travel dairy, Back cover

Travel dairy, Notes page

Passport The passport is the most tangibly associative and exciting product of the Starter Kit. During our focus group testing the passport was the most liked idea by the kids. The whole idea for making the passport as a very close clone of the real passport the kids are used to seeing with their parents, but are not allowed to handle or use them. A passport gives them a sense of empowerment. Also they can personalize it as per their wish. Itâ&#x20AC;&#x2122;s like a legal document of their own to carry and flaunt. The look of the passport was mostly based on the original passports, keeping India as an example. For that I required to create a hypothetical country, or a Union to which the passport would belong to. That Union was then required to have an emblem.

Passport, Design exploration

Hence was born the REPUBLIC of Traveller Kids, headed by the Chief of Traveller ids. Later ideas also popped up to use this Republic of Traveller Kids as the gateway to the Traveller Kids Club, a portal for the kids to come and share their learning, play online games and interact with other games.

Republic of Traveller Kids Emblem for the Republic of Traveller Kids. designed for the passport

PASSPORT

Republic of Traveller Kids

By order of the President Republic of Traveller Kids

Stamp today’s date in the Entry Box. Once you have finished all activities stamp that date in the Exit Box.

Passport, Final Design

Stick the visa on this page

Date:

Place of Birth:

Date of Birth:

Sex:

Nationality:

First Name:

Surname:

The type I selected for this passport was Quicksand, It’s a very formal, yet very round and inviting and a monospace type for the kids to accept it.

These are to request and require in the name of the President of the Republic of Traveller Kids all those whom it may concern to allow the bearer to pass freely without let or hindrance, and to afford him or her, every assistance and protection of which he or she may stand in need.

Passport No.:

Typeface

Republic of Traveller Kids

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WORLD TRAVELLER

Passport, Personal details page

Passport, Stamp and visa page Passport, Cover page

Production For production purposes the cost of the passport had to be kept in mind. Using a two colour print, I reduced heavily in cost. Also instead of going for a traditional cover, I tried bringing the effect using visual textures. The number of pages in the passport were according to the number of upcoming boxes or subsequent months coming up. The general plan was to have a maximum 24 month subscription. Hence it made sense to have 24 pages of entry and exit in the Passport. That including the personal information and cover and back made it a 52 page booklet.

Texture created to make the passport look original

Travel Tag The travel tags and badges were added as purely a marketing strategy to the starter kit. It was observed with the competitors that kids use their personal belongings to flaunt it in front of their peers. Taking this observation forward, a travel tag or a badge could be used to take this flaunting mechanism forward and give the kids something from the kid to flaunt. This will give the brand a publicity among its users and a desirability factor. The idea is to use this travel tags with your bags, wear it as an accessory etc.

Travel Tag Design

Travel Tag, Design Explorations

Letter to Kids Any and every game has an instruction sheet. Therefore, it was a necessity to provide the kids with an instructional letter in our kit too, which tells them about the contents of the packet and what to do with them. My ides here was to incorporate the mascot ATLAS, and make it look like, the mascot introduces the kit to them. I wanted the letter to be playful and yet informative. I used a simple layout of a leaflet with more emphasis on imagery, to help them identify with the kit. The idea was to keep it simple yet attractive and use of more imagery than text if possible. I chose to use the visual language of the letter to be more like that of a sketchbook than a formal letter, since it was targeted to the kids.

Illustration for items in the in the kit

More refined illustrations

Final Letter

The plane and the dotted lines used to connect and give a flow to the information

Letter to Parents This was a formal letter for the parents to introduce the kit to them. I suggested that a feedback system can be incorporated in this letter to the parents. This feedback system is like a appreciation system where the parents give their children stars for their actions. This can or cannot be associated to the Kit, and can be used for day to day activities as well. This would help to create a stronger bond between the parent and Kid, and would ask for a minimal involvement of the parents in the Kit, which in turn would help them understand, how well their kid is responding to the Kit.

Letter and the star stickers

The design of this letter was strictly abiding the Traveller Kids branding since it has to have a formal tonality. B r illi a n t !

e p It U p!

B r illi a n t !

e p It U p!

c k Sta r !

e p It U p!

c k Sta r !

B r illi a n t !

e p It U p!

c k Sta r !

B ra vo !

Aw e s o m e!

Can Do

Yo u

Can Do

Yo u

Can Do

Yo u

B ra vo !

The Stickers however were tricky. A lot of decision making went from design to production, based on colour, cost and type of production available. Also we decided to add simple texts of praises like, “good job”, “well done” etc., below the stars to make it easier for the parents to choose among them.

B r illi a n t !

Can Do

Story of Atlas This is the introduction of Atlas to the Kids. Atlas the small mouse from the burrows, grows to become ATLAS the Traveller, who goes around the world. To deliver it to the kids there could have been many ways. The first idea was to make a comic book out of the whole story. But the idea was dropped because it required a lot of effort, but its perceived value was not comparable. By now the story was converted into a poem with simple language and full of visual keys. Hence an idea of having an illustrated book came up. Although this was quite achievable, there were issues regarding the cost. The whole book as a product would have been a lot of added cost to the kit. Hence it was eventually dropped.

99 Not so long ago, In a hole in the ground, There was a house Made for a mouse!

In that house, Lived a Father mouse, A Mother mouse, And soon a little baby mouse.

Thrilled they were And they were proud. To name their baby Grand and loud.

They called him â&#x20AC;&#x2DC;Atlas.â&#x20AC;&#x2122; And he squealed with joy, Since then globes and planes Were his favourite toys!

Early Exploration: Conceptualized as a booklet.

Story of a Mouse

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But instead of dropping it completely, I chose to convert it into a 6 sided brochure with a mixture of illustration and verses. The illustration style is similar to that of the letter to kids. There was a lot of experimenting with the look of the whole product. The visuals are key visual elements picked from the verses. The whole poem is divided in segments and each segment appears in one page. There are 5 pages of content and one page as cover.

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Story of Atlas Final Design, page 1,2,3

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Story of Atlas Final Design, page 4,5,cover

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Story of Atlas Final product

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Box When all these products are ready its also required to pack them together and send them in courier to the subscriber, or also to be sold in stores etc. The obvious choice was a box which could be used to pack all the products together.

Here, there are three important factors to consider

Courier These boxes are eventually to be sent to the customers houses. The design and material should have consideration of the travel, handling, ease of usage and affordable in cost and production

Standardization Standardizing the box design, material and form so that it can be used across the upcoming country Kits as well.

Stacking The design should also incorporate the fact that these boxes would be also sold in stores and thus stacking should also be considered.

Lot of materials were considered, like tin, paper, corrugated sheets etc. and in the end corrugated sheet boxes were considered for cheap production cost and durability. Also many design could be carried down in this materials.

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Among these the design with the handle seems most appropriate since it appears to be a suitcase which is directly associated with travel and packing. Also it would be easy for the kids to carry. The other option with a strap was also considered but a strap was also extra cost, but also made it difficult in stacking and storing.

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Age

Guaranteed Fun Unleash the little explorer within your child.

sa, Italy

Pi Tower of

Christ the Redeemer,Rio de Janeiro

EiffelT owre , Paris

Christ the Redeemer, Rio de Janeiro

Leaning

sa, Italy

Eiffel Tower, Paris

berty, U.S.A.

f Pi Tower o

Statue of Li

Leaning

Taj Mahal, India

Leaning Tower

Statue of Lib erty, U.S.A.

ar Eif fel Tower, P

Taj Mahal, India

7+ Age

TRAVELLER KIDS Start up Box packaging Design @ 2012 Devika Khowala. Exclusively prepared for Traveller Kids Final Starter KitI Box Open Pattern (Above) Details (Right)

of Pisa, Italy

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Final Starter Kit Box

Finally came the design of the starter kit. Keeping the branding and Atlas in mind I made few options for the design.

Starter Kit box held as a suit case by a kid.

STARTER KIT

Country Kit

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Designing the Monthly Kit: CORE PRODUCT The monthly kit, dedicated to a specific country, was the most important product as it defines the concept of the brand. My task here was not only to design for ONE country but to set up guidelines for a periodic core product.

The Challenges ◆◆ Giving out enough information in a playful manner ◆◆ Creating curiosity for the next ◆◆ Living up to the expectations of the customer with respect to the money invested in each kit ◆◆ Not being redundant or monotonous

Planning the contents for the kit This was the stage to come up with a wire frame for the product range of the brand. In order to do so the first step was to source information that the kid should be made aware of. The market is flooded with books, the children are well versed with the online sources like Google, but still the information is not communicated. Therefore it becomes important to understand the failure of these products and come up with alternatives. This is where the brand philosophy of “Fun comes first”, came out to be the solution. This opened doors to coming up with solutions where the kid will interact with the information and not just read it.

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The characteristics of the product, thus should be ◆◆ High interactive level ◆◆ Inducing physical activities ◆◆ Restraining them from being dependent on digital media ◆◆ Inducing hands on learning ◆◆ Inducing the aspect of curiosity

Thus

“FUN COMES FIRST”

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LEARNING BY DOING & LEARNING WHILE PLAYING,

became the brand concept.

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Along with all these considerations I also had to look into the factors like oneâ&#x20AC;&#x2122;s aspiration for travel, building competitiveness in kids, inducing a sense of sportsmanship, getting them to interact with each other and learn/play together, which also would help in marketing the product.

Other considerations: Shelf life to be at least 30 days

Activities should consume at least 30 hours (1 hour a day)

Product utility post the activity

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Standardizing the content Post the stage of information collection I started categorizing information and planning the media for the same. Based on all the factors listed earlier, I arrived to a wire frame where the following categories of products would be made for each kit:

Reading material

Games

As stated earlier, kids donâ&#x20AC;&#x2122;t want to read more books therefore it was important to give them other alternatives. Also this information had to be packaged in an interactive way, for which a set of activities had to be added to every reading material.

To get the kids to learn while playing, the concept of games was introduced. These games can be based on the content specific to each country. Also in order to fulfil the time allocation of each kit, to a minimum of one game should be added to the package. The other aspect of looking at the idea of having games would be to induce a spirit of playfulness and competition in the kids. These games would also help the brand in marketing itself better, as they can be the marketing elements.

What all can go as the reading material: Posters Cards Pop outs Brochures Information on the package Comic strips Newsletters The decision of what can be given out in what format can be based on the kind of content.

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Souvenir/ toys

Do it yourself (DIY) kit

Since the kit is to make the kid virtually travel the world, having a souvenir was a must in order to enhance the experience. These would be little collectables which would cater to the aspiration values. Also from the marketing point of view these toys would help building a brand recall value.

As the brand ideology says the kids should learn by doing, I added a DIY kit to the package. These kits would help the child physically create things and know either the process of a fact about a country. Also it was important to make sure that the kid does not require additional help in making these things. Therefore the instructions should be very simple and easily comprehendible. An important consideration here was that most of the kids belonging to the target audience may have helpers and servants, therefore the instructions need to be simple enough for the servants and helpers to understand.

Sticker Sheet With every kit a sheet full of stickers has to be sent to kid. These stickers are graphics inspired by the country the kit belongs to. This sheet is a minimal cost element added to the kit just to engross the kid and make him look forward to the next box, as we studied that the kids love collecting stickers.

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Visa

Boarding pass/Ticket

This acts as a little introductory element for each country. It is to enhance the excitement level. The kid gets started with the passport and visa and becomes eligible/ready for travel. Also this would help the kid to keep a record of where all he went (has read about).

To make the kid understand the modes of travelling and transportation the idea of having a boarding pass or boarding tickets was introduced. This would also help the child complete his travel checklist. The later marketing plan for having this was the idea of getting sponsored by or associated with a transportation company.

Money A play currency was added to the kit to primarily educate the kid about the countryâ&#x20AC;&#x2122;s currency. The secondary use of this was to make the kid understand the concept of money and its importance. These currencies will have a conversion to rupee printed on them. The kid can use this money to earn points on the Traveller Kids Club and thus understand how market functions. Ideally all denominations of the currency would be given. Why not coins? Though coins would serve as great collectibles for the kids, but the cost of manufacturing play coins was lot more than the value of the product. Hence we finalized on printed notes.

Letter from the Native Kid Each kit will carry a letter from a kid from the country the kit belongs to. This way the kid interacting with the kit would be made aware of the lifestyle, culture and other important things in a country from a child point of view. This adds the element of personalization and builds interest in knowing about the country.

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Now once the content of the kit was finalized, there were two important things to complete the standardization process.

Adding a narrative

Assigning a theme

Atlas, the brand mascot, comes to play here. The story of atlas is carried forward to different countries. A narrative was build saying that Atlas will be travelling to a different country each month to meet his friends across the globe.

It was decided to assign a theme to each country based on the content for that particular country. This theme will be the factor responsible for the look on the country kit to be uniform.

Therefore each country kit will have an introduction to how Atlas reaches the country and the whole content will be presented by Atlas and his friend, to the kids.

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Process Summary To be applied for every country

Step 1- Gathering Data Step 2- Categorizing the Data Step 3- Content Generation with Incorporated Narrative Step 4- Conceptualizing a Theme Step 5- Media Planning Step 6- Product Development Step 7- Production Step 8- Sending it Off

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Which country to start with? We selected a list of a 50 desirable countries and then set an open poll for people to select. Kids in school participated in this poll and it was also open to parents who want to travel with their kids to different countries.

Egypt, USA, China, UK, Japan, France, India, Space, Italy, Turkey, Spain, Mexico, Brazil, Australia, Russia & USSR, Dubai & The Gulf, Tanzania & Africa, Scandanavia, Greece, Thailand, Netherlands, Germany, Canada, Isreal, Latin America, etcetera. Based on the popular demand and also considering the tourist footfall we froze on FRANCE as the first country.

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Gathering Data The first step was information collection and content generation. Based on which I came up with a set of themes for the kit.

From the Heart of the Vineyards…

Must-See Places

Wine is a drink for adults and is usually made of grapes. It originated in Roman times in the 6th century BC. Today, France is one of the biggest exporters of wine.

Paris is called the ‘City of Love’, the ‘City of Lights’ and is regarded as the most romantic city in the world. It is not surprising then that more tourists visit France than any other place in the world. The number of tourists exceeds the population of France!

Cabernet Sauvignon, Chardonnay, Pinot Noir, Sauvignon Blanc, and Syrah are some of most popular varieties of grapes that have originated in France from which wine is made. Champagne is a white sparkling wine that comes from the region of Champagne in France. It is considered a symbol of wealth and luxury, not only in France but in many other countries around the world. A bottle of champagne is usually opened during any celebrations.

The Eiffel Tower is the most famous monument in France. Take the elevator ride to the top and you can dine in the famous Jules Verne restaurant!

The Louvre is the world’s largest and most visited museum. 35,000 works of art find their home here, including the world’s most famous painting – the Mona Lisa by Leonardo da Vinci.

The Arc de Triomphe is a symbol of French patriotism. It honours those who died in the French Revolution and Napoleonic Wars.

Did you know? The tradition of spraying champagne started in Le Mans.

Winemaking Have you ever wondered how they make wine? In vineries, traditionally, grapes used to be trampled on by foot to squeeze the juice out of the grapes. The French call this pigeage. Currently it is done by machines but the result is the same. Even today people gather together and jump over millions of grapes to crush them. Do remember to clean your feet if you do this! Yeast (the same thing that is used to bake cakes, pastries and bread) is then added to the grape juice to let it ferment. Fermentation turns the sugar into alcohol and this is why wine tastes different from grape juice.

The Jardin des Tuileries (Tuileries Gardens), is one of the oldest public gardens and is a children’s favourite. Take a ride on the historic ferris wheel or jump around on trampolines!

The Notre Dame de Paris is French for ‘Our Lady of Paris’, and is one of the finest examples of FrenchGothic architecture. Climb up the 422 steps of the South Tower and see the stone Gargoyles. Did you know? The Gargoyles come from the French word Gargouille for ‘throat’ or ‘gullet’. So, now you can guess why the statues are simply gutters to drain out rain water.

Once the winemaker is satisfied with the result, the wine is bottled and a cork made out of compressed sawdust is used to keep it sealed and airtight.

The Batobus, a water taxi, to ride up and down the river Seine, stopping off at sightseeing spots, such as the Louvre, Notre Dame, the Eiffel Tower.

Did you know? There is a Disneyland amusement park right outside Paris! 15 million people visit each year making it one of the Europe’s biggest attractions.

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Theme

Fashion / Shopping Why this? France is known for its fashion brand, Paris being the Fashion capital of the world, which makes people come from across the globe to buy the brand. The first theme was highlighting this nature of France.

Design elements • The brand labels could be used to write the text titles. • Packaging in shopping bags • Shopping manuals could be used as information brochures Why Not? Shopping excites the youth, not necessarily the kids, as they are not the buying, so they are not the decision makers.

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Art Why This? The Louvre is the symbol of the art history present in France. France also has the maximum number of museums in the world. They serve as a major tourist attraction. The idea was to showcase the richness of art history present in France in the form of the kit.

Design Elements • Illustration in form of painting • Brush strokes • Frames Why Not? Difficult to execute with respect to the nature of complexity of the art culture in France.

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Picture Postcards Why This? France being the country with the maximum tourist footfall gave rise to the idea of having picture postcards.

Design elements • Information can be given out in the form of picture postcards itself • Camera • Snapshots Why Not? The brand already is based on travelling as the core idea. This concept can fit with any country and would conflict with the brand’s ideology.

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Deciding Theme Considering the drawback of being a complex thing for a kid to understand I still went ahead with this theme but decided upon simplifying it for a 7 year old. Therefore when I refer to art as a theme, I refer to a version where I will be simplifying or rather just using art elements that tell the kid about it.

Brush stroke as the key Visual Style

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Incorporating the Narrative Parallel to theme, there was the aspect of incorporating the narrative. The story, now, was built on grounds of Atlas travelling to France. A character called Jean was introduced to the narrative, who will be the friend Atlas travels to meet. Jean will be taking Atlas along with him to see France.

ATLAS And JEAN

France Kit DESIGN AND DEVELOPMENT OF THE PRODUCT FUTURE OF THE PROJECT

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FRANCE

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Visa Vi s a 3 inches

The visa would be a sticker that would be stuck in the passport by the kid on receiving the kit. Therefore the dimensions of the visa sticker are sort of standardized as per the passport. And since itâ&#x20AC;&#x2122;s a repetitive element, I thought of coming up with a standard format of the visa sticker that can be easily customised as per the upcoming countries. For France I chose the obvious visual features of France and tried to give the visa a visual language on the lines of the Traveller Kids branding.

Country

The bearer of this document is authorized to visit the country of XYZ for a period of one month from the date of entry.

4 inches

Visa Template

Vi s a

France

The bearer of this document is authorized to visit the country of France for a period of one month from the date of entry.

Visa for France Kit

Flag

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Boarding Pass The concept of boarding pass was to add a sense of travel to the Kit. Hence the concept of a virtual AIR TK was built so that it gives a sense of certainty to the concept of travelling. Marketing vise, this AIR TK can be later replaced by any airlines if they wish to do so. Going with the visual language followed in Visa, the pass also has the similar standardized design to accommodate upcoming months.

3 inches 6 inches Boarding Pass Template

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Key elements are the colours chosen from the colours of the France Flag, Use of Native Language i.e., French and Q.R. codes directing to the website, The crest on the passport used also for AIR TK.

Boarding pass for France Kit

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Souvenir The Souvenir in this Kit was decided to be the Beret. The black beret was once considered the national cap of France in Anglo-Saxon countries and is part of the stereotypical image of the Onion Johnny. It is no longer as widely worn as it once was, but it remains a strong sign of local identity in the south west of France. When French people want to picture themselves as â&#x20AC;&#x153;the typical average Frenchmanâ&#x20AC;? in France or in a foreign country, they often use this stereotype from Anglo-Saxon countries. To package any such souvenir, again which was a repetitive element, it was required to have a simple tag that could help the kid identify it with the brand of Traveller Kids. Hence a tag was considered to be added to the beret and a similar tag will be added to the upcoming countries and their souvenir and customised as per that country.

4 inches

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BODY COPY

Name TM

Tag template

Front

Back

2 inches

Beret

Berets have been worn in Europe since before the dawn of the Roman Empire. Today, they remain very popular and are worn around the world, even in some police forces and militaries.

Tag for France Kit

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Money The Euro, which is the common currency of many of countries falling in the European Union, is converted into play money, with different size, so as to not conflict with the actual Euro. Also, information like the conversion factors is indicated onto the play money.

Pla

ey n o yM

About the currency in one line.

C o nve r t i o n t o In d i a n r up e e

Play Money Template: Size and proportions will wary as per the actual currency.

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500 Euro Play Money

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Sticker Sheet This is a collection of a countries most known and associative visuals to be given as stickers to the kids. The only consideration here was the cost. When any stickers are printed the cost is hugely affected by the cost of the dye cut. Hence to reduce this cost on every subsequent country, I decided to make a standard dye cut pattern for all sticker sheet, where only the visual can be changed and put into the standard dye cut grid.

A5 sheet with standard dye-cut pattern

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France Kit Sticker Sheet

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Route 99 When we were selecting the game for France, we came across a very popular card game called Mille Borne. Mille Bornes, French for a thousand milestones, refers to the stone distance markers on many French roads. In the United States, Mille Bornes is manufactured and distributed by Winning Moves Games under license from Hasbro. It was previously produced by Parker Brothers and is commonly available in stores that sell games. Mille Bornes is listed in the GAMES Magazine Hall of Fame.

Actual game by Parker brothers

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Sourceforge.net has the open source file that contains all written material or the games

The game was created in 1954 by Frenchman Edmond Dujardin, and was quite similar to the earlier American automotive card game Touring. A key innovation was the addition of the coup-fourrĂŠ, whereby bonus points are earned by holding back a safety card (such as the puncture-proof tire) until an opponent plays the corresponding hazard card (in this case, the flat tire). The source files for this game, the required game play and the rules are available for anyone to deploy, on sourcefile.org. The copyright of the games design lies with the manufacturer Parker brothers. But the design can be changed and the gameplay can be used by anyone who designs it differently.

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Exploration for cards

Once all these issues were solved, we decided to go ahead with the game and go through the gameplay thoroughly. Once that was done we thought many things in the gameplay were quite confusing and that changing them would add less complexity to the game, and also make it easier for the kids to play it. The design of the card games had many possibilities. Since the card game was supposed to have many decks during gameplay, it was natural to have mirror sort of a layout. For the shape of cards many forms such as cars, road signs etc. were thought. I went ahead with the road sign shape since the whole game was about hazards and remedies. Also it would help children to identify with road signs easily. The colours were kept limited to primary set due to the concept and content of the cards.

GAS

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Ac ci de

100

Wild nt

100

Ac ci

Wild Card

e ar

G as ol in Re pa irs

Re pa irs

e ar

in e

Final Design for Cards

Final Design for the fixxed side

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Know your Cards Obstacles • Accident (3) • Out of Gas (3) • Flat Tire (3) • Stop (4) • Speed Limit (4)

Route 99

Quick Fixes • Repairs (6) • Gasoline (6) • Spare Tire (6) • Go (8) • End of Limit (8)

Distance Cards • 25 Miles (10) • 50 Miles (10) • 75 Miles (10) • 100 Miles (10) • 200 Miles (4)

Concept Race down the highway of Route 99 as you compete with your friends for glory! Victory awaits the first one to complete 1000 miles! Careful though, your friends might have obstacles in the way to slow you down. Keep your car safe with some Quick Fixes and show your friends who’s boss! There’s plenty of action along the way to the finish line!

For 2-4 players

Wildcards (4)

For years

Gameplay This fun game consists of 4 types of cards: Distance cards have numbers like 50, 100, and 200 on them, and are the most important type of cards. They can be used when there are no Obstacles blocking the way. Obstacles like tyre puncture, red light, and out of fuel, can be used to slow down opponents. Quick Fixes like spare tyre, green light, and fuel, can be used to undo obstacles. Wild cards are like Joker cards, i.e. they may act as any Obstacles or Quick Fixes... The objective of Route 99 is to be the first person to accumulate 1000 miles. To do this, players take turns drawing cards from one stack and putting down a card of their choosing. There are 4 types of cards, each type serving its own purpose. Place a Distance Card down to get closer to your goal, or use an Obstacle to slow down your opponents. Once played, Distance Cards must be kept separately in order to keep a track of each player’s score. Obstacles, Quick Fixes and Wildcards once played, must be kept in a central stack. If a player uses an Obstacle card, the next player may not use a Distance Card unless they put down a Quick Fix card to counter the Obstacle.

Instructions • Shuffle all the cards. • Each player starts with exactly 6 cards. • Keep the remaining cards in the middle of the table, facing down. • The player who won the last game or the player sitting on the left of the dealer begins the game by picking up a card from the stack in the middle of the table. Now this player has seven cards. • The player must now choose a card to play from the seven cards. • If the player chooses to play an Obstacle, the next players will be affected. • eg. If a player puts down a tyre puncture card, the next players cannot use a Distance Card unless they have a spare tyre card to put on top of the tyre puncture card.

• The Obstacles, Quick Fixes, and Wildcards will be discarded after use. Put them in a discarded stack in the middle of the table after a player has used them. • If the card has a number on it, it is definitely a Distance Card. To use it, place it separately from your stack of cards, always facing up. • Once you have used a Distance Card, the number on it adds to your total distance travelled. • Either write down your score after every turn on a piece of paper, or keep track of each players’ Distance Cards when they are used. • Keep adding your Distance Cards. The first person to reach 1000 miles wins!

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To brand the game together with the France package was also a challenge. Hence the packaging of this game was thought in many different ways. One was the usual box packing because of the huge number of cards.

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DIY Kit We had many activities generated from the content. These activities had to be somehow related to France as a country had to offer.

Soap Making DIY Kit In France, the first soap bar was invented, as we know it today. We thought this would be a nice fact to let the Kids know about soap making. We sought for different materials and found many easy techniques to make simple soaps. We found that easily available gelatine bar soaps can be easily melted on little high temperature and can be moulded differently and added with colours and perfumes to get the desired kind of soap.

To pack this activity together, the contents needed to be packaged together. This Kit required an ingredients sheet, an instruction sheet and a fact sheet that will help the kid to relate the activity to the country. I thought of standardizing this also since this was also going to be a repetitive element in all upcoming kits. The design was a simple poster like sheet which explains the facts, details out the ingredients and also tells the instructions. The ingredients can be depicted in real pictures and the instructions in small diagrams.

DID YOU KNOW!

DIY

D I Y KIT TITLE

11 inches

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8 inches DIY sheet template. Printable front and back

Make your own soap with loofah - DIY Kit, Final Design.

Pure glycerin soap

DIY ah!! f o o l w it h

Loofah

Non-toxic dye for colour

Soap fragrance

In the soap making kit we have sent you, find these:

Modern bar of soap was invented by a Frenchman only 200 years back! Although soap has been around since the ancient times of Babylon, it existed more as a paste, unlike the solid soap we are so used to today. Thankfully, it has become the easy to use bar of soap that we love to use everyday. Making soap at home is simple too!

DID YOU KNOW!

M a ke your own SOAP

Soap mould

Just make sure you have an adult to help you out.

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Add fragrance the same way as the dye.

Heat Âź cup of water in a pot and bring to boil.

Place the loofah inside the empty mould. Pour the mixture into a mould. You can even add some flower petals or ground almonds to the mixture to make the soap more interesting!

Grate the glycerin soap and add these shavings to the boiling water. Stir constantly.

Once the mixture cools, flip the mould and take out the soap. Congratulations, you have made yourself some soap!

Once the shavings have dissolved completely, pour the mixture into a bowl.

Instructions:

Take a shower!

Add the colouring dye to the mixture, drop by drop. The more dye you put in, the darker the colour will be. Stir until you are satisfied with the colour.

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Letter from Jean As a standard item of a country kit, I decided to have a standard template for this letter also. With a small write up and small illustration to support it, I decided to give this an standardized design, similar to that of an inland letter. This design can be repeatedly used by upcoming countries with minor changes in the colour and layout. Also standardizing the dye cut makes it economical.

10 inches

Stamp

8.2 inches

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Letter from Jean - Inside

The colour are dictated by the flag colours of France.

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The rest of the France content was broadly classified into the following categories. Each category was then taken as individual items and thought over. Any special feature of the content was used to create something interesting out of it. The categories are: ◆◆ Introduction ◆◆ Food ◆◆ Language ◆◆ Fashion ◆◆ Sightseeing ◆◆ Wine ◆◆ Sports ◆◆ Invention ◆◆ Fastest, Tallest, Biggest ◆◆ Festivals and Holidays ◆◆ Art

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Food For Food, my idea was to create a table top calendar, which displays the 7 days of a week, and which the kid can change every day, at least for a week, to tell him about the variety in French cuisine, because the content had 7 items from the French cuisine.

Initial Idea for the Food Calendar.

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Language For language, the items were divided in simple translations of the day to day required phrases like good morning and thank you. Thus I thought of combining these phrases of English and French into one language card.

These cards are inspired by the flash cards that Kids are generally taught with. Thus, this gives a strong connection with them. The design of these cards was also challenge. The shape of the card has to be interesting, to make the child want to have it. Since they are called language cards, I finalized on the speech bubble, which also gives an idea of conversation with the Kid.

Bonne Nuit

Good Night

( bonn nwee )

Good Night

Bonne Nuit

( bonn nwee )

EXPLAORATION

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Oui/Non

Yes/No

wee/noh

S’il vous plait

Please

seel voo play

Final cards: front and back

with Atlas and Jean

Don't worry if you don't know the answer - all you have to do is flip the card! Back French Word: Chat Pronunciation: [shah]

Front English Word: Cat

Designed and Made in India

Learn French

Jean lives in Paris. Did you know his name is pronounced “Jon”? Jean like cats too! Can you guess what the French word for 'cat' is?

Ages

6+ Contains: 1 set of 21 cards MRP: Pkd.: TM

Final design. Paper case

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Fashion Fashion originated in Paris with the birth of the Industrial Revolution and the growth of the Silk Industry. Up until that time, people belonged to either the rich class or the poor, but with the growth of the middle class, there was money available to spend on the luxuries of life. Louis XIV is well known to have introduced wigs. The Bikini was invented by a Frenchman, Louis RĂŠard. Paris is the fashion capital of the world and is home to many internationally famous fashion houses such as Chanel, Dior, Yves Saint Laurent, Givenchy, Louis Vuitton, amongst many others.

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Fashion In France

Fashion originated in Paris with the birth of the Industrial Revolution and the growth of the Silk Industry.

Did you know? Kids before the 1800s usually had their clothes made at home. They only bought clothes when they grew up!

The Bikini was invented by a Frenchman, Louis Rard.

Paris is the fashion capital of the world and is home to many internationally famous fashion houses such as Chanel, Dior, Yves Saint Laurent, Givenchy, Louis Vuitton, amongst many others.

164 Yves Henri Donat Mathieu-SaintLaurent, known as Yves Saint Laurent, August 1, 1936 - June 1, 2008),was a French fashion designer, one of the greatest names in fashion history

Yves Henri Donat Mathieu-SaintLaurent, known as Yves Saint Laurent, August 1, 1936 - June 1, 2008),was a French fashion designer, one of the greatest names in fashion history

Pierre Cardin, born Pietro Cardin, is an Italian-born French fashion designer who was born on 2 July 1922, at San Biagio di Callalta near Treviso.

Cardin was known for his avant-garde style and his Space Age designs. He prefers geometric shapes and motifs, often ignoring the female form.

CHANEL

He advanced into unisex fashions, sometimes experimental, and not always practical. He introduced the “bubble dress” in 1954.

Gabrielle “Coco” Bonheur Chanel (August 19, 1883 - January 10, 1971)was a French fashion designer and founder of the Chanel brand.

She was the only fashion designer to be named on Time 100: The Most Important People of the Century.

CHANEL

Chanel is credited with liberating women from the constraints of the corseted silhouette and popularizing the acceptance of a sportive, casual chic as the feminine standard in the postWorld War I era.

Louis Vuitton

165 Christian Dior(4 (21 January 1905 Louis Vuitton August 1821 - 27- 23 Maria Nina Ricci (14 January 1883 - 30 October was aborn French fashion February1957) 1892),was in the Novemberbest 1970) was a fashion designer, as French the founder of department of known Jura, France. designer Italiantop origin. one of theof world’s fashion houses, also called Christian Dior.

In 1835, he moved to fabrics Paris. The trip on She worked with the directly He master shapes from hisahometown tocreating Paris was thewas mannequin to at ensure they had the and iswere quoted as saying over 400 kilometres (250 mi), and he rightsilhouettes; shape onceDior they finished. “I have designed flowerbywomen.” travelled the distance foot.

Ninalook Ricci designs fabrics soon became known His employed His houseromantic, now haslined products for fashion their refined, always predominantly with percale, boned, ranging from luxury trunks and feminine feeling that Maria imparted to bustier-style bodices, hip padding, leather goods to ready-to-wear, all of her collections. wasp-waisted corsets and petticoats shoes, watches, jewelry, accessories, that made his dresses sunglasses, and books.flare out from the waist, giving his models a very curvaceous form.

Final Design, Fashion Book, France Kit. The image above shoes how the design incorporates mix and match.

166

Rest of the content

Reading Material

And the rest of it, Sightseeing, Wine, Sports Introduction, Fastest Tallest Biggest Festivals Holidays and Art, I decided to pack it up together in a set of posters that connect through a narrative that Atlas connects together in a narrative. The whole concept of Atlas going to France binds these posters, and the friend he met there. Jean, becomes the face for this particular content.

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Poster for Fastest tallest Biggest

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Poster for Atlas in France

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Poster for festivals for France.

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Poster for Sight Seeing in Paris

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Poster for Sight Seeing in South of France.

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Opening and Folding of Poster.

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BOX The obsession of the French with cheese, and wine, was the idea being this visual for the France box. Since the shape and size was decided in early stages, the same template is applied with a new design.

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ATLAS goes to France

www.travellerkids.com

ATLAS goes to France France Kit Box Design

FRANCE

COUNTRY KIT

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Looking Back Looking back at my work in these weeks with Traveller Kids I see growth, immense learning, understanding and managing. This was my second time in a professional office, but ideally, my first to work with a start up organisation. The entire structure, hierarchy of a start up is completely different than an established company. You get a lot of freedom, but you are responsible for a much higher level of system. That way, you also have to look back again and again at your work and keep a check of your direction as well as the way the company is moving forward. I handled a lot of things from conceptualizing, to individual product designing to handling print production. I had to put all my learning in NID collectively to sought for answers that were put across me at various times. By doing so one also intends to do injustice to oneâ&#x20AC;&#x2122;s work hence I had to keep a check on that also. Understanding Traveller Kids as not just a project or a product, I also saw it with a business perspective. I learnt the nuances of dealing with traders, suppliers and sourcing different materials from the market. Its a tough job and requires a lot of attention to details, not very different from design itself.

When you are dealing with projects like this and work in a small team with people from different backgrounds, opinion clashes are very common. But to deal with them and to make it a point that you listen to everyone and take their views in consideration is very important. Managing various temperaments of people is another heavy task I learnt. Lastly, I would like to talk about the user of this product. This was by far my first heavy duty project that targeted kids at large and I learnt immensely by interacting with many kids and learnt of what kids these days are aware of and what they need from us. The study of behaviour and understanding of kids was helpful in questioning, how the product would be like in a kids hands. But at certain junctures it also felt that working for kids as target user is a very undefined and uncertain since your understanding of their psyche will never be enough because once you grow up you can never think from a childâ&#x20AC;&#x2122;s point of view.

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Experience This project was a sort of testing grounds for my abilities as a designer in the professional world since this was my first stint as a full scale Graphic Designer. I immensely thank all peers and patrons at NID for my understanding in design in real sense. Concluding this post graduate diploma course in design in NID has been a turbulent, roller coaster journey with a lot of ups and downs, in terms of personal and academic spheres. But the learning curve always goes up. I learnt from my work, seeing otherâ&#x20AC;&#x2122;s work, helping friends with their work, and all this is used during this diploma project. I wish this journey as a designer continues and the graph of learning sore higher.

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Bibliography ◆◆ Court, Angela, and Marion Elliot. Papercrafts. London: Anness Pub., 1993. Print. ◆◆ Eckert, Vicky, EfreÌn ZuÌnÌƒiga, and Ana Freixas. Growing graphics: design for kids. Barcelona: Index Book, 2009. Print. ◆◆ Finke, Gail Deibler. White graphics: the power of white in graphic design. Gloucester, Mass: Rockport, 2001. Print. ◆◆ Fishel, Catharine M.. Paper graphics. Gloucester, Mass.: Rockport Publishers ;, 1999. Print. ◆◆ Fishel, Catharine M.. The power of paper in graphic design. Gloucester, Mass.: Rockport ;, 2002. Print.

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References www.wikipedia.org www.jstor.org www.psychcentral.com/blog/ www.psychology.about.com www.spring.org.uk www.4children.org www.voices.yahoo.com www.mentalfloss.com www.pinterest.com www.behance.net www.kickstarter.com www.mycity4kids.com www.all-free-download.com www.freepik.com/ www.shutterstock.com/

Appendix - 1 Costing from the Printers

Price in Rs. for 500 pieces.

Starter Kit Box 25 Passport 10.1 World map 31.25 World map stickers 10 Scrapbook 75 Star stickers 5 Letter to parent 3 Letter to kid 3.25 Atlas Story 7.5 Stamp 18 Travel Tag 10 Bookmark 2

Appendix - 2 Traveller Kids Club Traveller Kids Club is an online community for all those kids who subscribe to the service. It has games, activities and a lot of other interactive stuff, selected as per their aspirations. A login Id and password is given at the time of registration. This would serve as a community for the kids to share and learn. It will also serve as a feedback system where in weekly contest will keep a tab on how well are the kids responding to the product and help in improvising the product.

Notes

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Dimension Sheet Starter Kit Passport Map Travel Diary Travel Tag Letter to Kids Letter to Parents Story of Atlas Box

3.54 by 4.92 34 by 24 5 by 8 2.6 by 4.14 5.85 by 8.27 when folded 8.27 by 11.69 5.85 by 8.27 when folded 25.4 by 28.36 when flat

Country Kit: France Posters Calender Stand Souvenir Tag Sticker Sheet DIY kit information Letter from Native Kid Boarding pass Visa Play Money Language Cards Route 99 cards Food Calender Fashion Book Box

14 by 14, 7 by 7 when folded 7.5 by 7.225 standing 2 by 4 5.85 by 8.27 8.27 by 11.69 8.2 by 10 6 by 3 4 by 3 minimum 7 by 3 3.5 by 2.36 outscribed 3 by 3 for cards 10 by 6.5 5 by 8 25.4 by 28.36 when flat

About Costing and Production The basic production process followed in the company, started after the design was ready. The designs were then printed on digital offset, usually on size 12 by 18 inches or 13 by 19 inches stock paper. After the samples were ready, the design and the sample was then sent to the production company, Printland. Here the company used to return to us with the breakdown of cost based on stock paper, dye cut, and numbers of colours for offset. Based on these considerations, I use to go through the design once again, so as to find out ways to reduce any cost that could be done for an optimum output. One other major consideration was the quantity to be printed. The company, since it was a startup could only afford to keep a stock of 500 pieces for each item, and later expansion would enable them to get more quantity. An arrangement with the printers helped on reducing the cost in dye cut for many products. The costing was handled by the marketing and management team, though we as designers were provided with the general cost incurred by the production company. For example a Dye may cost around Rs. 1500 to 5000 for an A5 size sticker sheet based on its intricacies. The usual 4 colour printing on a 20 by 30 stock costs around Rs. 12-15 depending upon the low quantity.

Each product was dealt differently when it came to individual costing. Since the quantity was less, it was not feasible to get everything printed in offset. Some products were to be printed on digital prints and hence the cost of such products added to the total cost. Again, it was tried that cost of complete monthly kit should be kept around Rs. 200-250. Individually, each product posed different issues with production and cost. The map was printed on a 2nd grade recycled Polymer material instead of a premium vinyl. The eyelids attached to the map are added cost so as to make the map more functional. In a way, if cost was cut on the material of the map, cost was added to make it more functional. Similarly, printing the stickers for the map kit also required huge cost cutting. Instead of digital printing on transparent gumming sheet, screen printing was opted as it was a cheaper solution. So there were design changes accordingly, as screen printing can not accommodate any gradients and colour variations. The passport required me to use only two colours while providing the designs to the printers to keep the cost low. We used stock od 250 gsm art card off white for the cover and 80 gsm art paper white for the inner pages. The Travel Diary, as per the design, was supposed to be a hard bound diary so as to felicitate easy support while writing. Unfortunately that added

a lot to the per piece cost of the diary, because of high cost of using hard bound covers. So we changed the cover to a 200 gsm art paper and gave it matt lamination to make it durable. The inside pages were printed on 100 gsm gloss art paper white stock. The design of the Travel Tag was based on available formats in the market since a unique design form would have incurred heavy cost. Also since it was more of a marketing requirement and had less to do with the actual content of the kit, we decided to go ahead with a design which gave opportunity in terms of amount of content it can hold and flexibility in use, under possible cost. The tag is printed on a PVC sheet digitally, later laminated and dye cut with a standard dye. Both letter to kids and letter to parents were to be printed digitally, due to less number of prints and hence there were not many design considerations. 130 gsm matt art paper stock was used to print both. Story of Atlas was printed on a 250 gsm art card white and required a creasing process for the required fan/Z folds. The Box for the kit was printed by a local vendor who supplied corrugated boxes. Special dye was made for the sizing requirements and even the handles to be put in the box were sourced differently. The process followed for the box was simple. First the art work, printed on 80 gsm

stock and laminated, was pasted on the already made 3-ply corrugated sheet which was then passed through the dye machine. It was later delivered in the flat form after drying. The France Kit has many items such as the posters, the card game and the food calender that could be done on offset machines. Other small products like the visa, boarding pass, play money, souvenir tag etc. could only be printed digitally. The costing for the France kit is not devised as it is still in the conceptual stage although a lot of cost based design considerations have been made. For example the posters are to be printed on a 20 by 30 inches stock so that one sheet of paper can yield 2 posters of size 14 by 14 inch. more over, the number of posters is also kept as six which reduces wastage even further. for the food calender, or the language card the cost of design is such that it can be easily printed on the available stock sizes of 18 by 24inch or 20 by 30 inch stock. Items like the poster calendar stand, can be printed in offset and even accommodate UV like processes. The box of the monthly kit for France or any other country would require the same procedure.

Costing from the Printers

Starter Kit Box 25 Passport 10.1 World map 31.25 World map stickers 10 Scrapbook 75 Star stickers 5 Letter to parent 3 Letter to kid 3.25 Atlas Story 7.5 Stamp 18 Travel Tag 10 Bookmark 2 All numbers are in INR. Cost given here is on per article for 500 pieces.