Graduation Project

Graduation Project Documentation 2018

Experience Design For

Skinn Kissed

by Titan

Sponsor

Kreo Design and Innovation Student

Apurvanidhi Mukim Industrial Design (Retail and Exhibition Design)

Industry Guide Ashok Hariharan

Faculty Guide Rajan Iyer

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Copyright Š 2018 Student document publication, meant for private circulation only. All rights reserved.

Graduate Diploma Program in Design, Retail and Exhibition Design 2014 - 2018.

MIT Institute of Design, Pune, India.

No part of this document will be reproduced or transmitted in any form or by any means, electronically or mechanically, including photocopying, xerography and videography recording without written permission from the publisher, Apurvanidhi Mukim.

Trademark names are used throughout this document.

Rather than putting a trademark symbol in every occurrence of a trademark name, it is stated that the names are only used in an editorial manner and to the benefit of the trademark. Few photographs used in this document are sourced from the web and are used for representational purposes only.

All illustrations and images used in this document are Copyright Š 1970 - 2018 by their respective people/organizations.

Disclaimer: Due to printing inaccuracies, colors may vary from original.

Written and designed by Apurvanidhi Mukim, under the guidance of Rajan Iyer and Ashok Hariharan. +91 9763014465 apurvanidhimukim@gmail.com May 2018

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Let the waves of the universe rise and fall as they will.

You have nothing to gain or lose.

You are the ocean.

- Ashtavakra Gita

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Acknowledgement

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I would like to express my gratitude and regards to all those who have contributed to my diploma project.

I want to thank my guide, Professor Rajan Iyer for patiently helping me throughout the 4 months of my internship tenure. Thank you for being there in the time of need, supporting and motivating me to be curious .

I am grateful to Kreo Design for giving me the opportunity. I would like to thank Ashok Hariharan for his mentorship and patiently guiding me at every stage of the project. Thank you for giving me such versatile projects to work on, this definitely has widen my scope for design.

A huge thanks to Radhika Chakrabarty, Vidyashree, Avisha Atly and Tanya Gijji for always being my constant support and enhancing my experience and for always keeping the workplace buzzing with energy. I would also extend this thanks to the full team at Kreo Design for being so welcoming .

I would also like to thank Shake it off, All Shook Up, Swiggy and Uber Eats for providing me with happiness in the form of food.

All the professors who taught me at MIT institute of Design. A huge thanks to Mr Avinash Bhise, Sandeep Anjara and Arvind Merchant for traning me to do such wonderful work.

My friends at MITID for their love and support and constant motivation and for lifting my spirits even after the most exhaustive days, I would specially thank Rasya Menon for her daily motivation.

My grandparents for their unconditional love, daily encouragement and blessings. My father, for his love, care and support and for accompanying me to Bangalore and sorting everything for me.

Thank you for being there always no matter what. My mother, for her positivity and support, for always shopping for things that will make my life better in Bangalore. I would really like to thank Janwee Mukim for constantly irritating me and calling everyday.

Lots of Love to all my friends and family members for supporting me though my thick and thins. A “Big Thank You“ to them as well.

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Contents 1.Sponsor

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1.1 Introduction 1.2 The Team 1.3 Services 1.4 Design Process

2.Brief

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2.1 Introduction to Skinn 2.2 Initial Brief 2.3 Client profile 2.4 Consumer profile 2.5 About the product

3. Research 3.1 Market analysis 3.2 Retail Displays 3.3 Existing Display 3.4 Insights and learning

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4.Concepts

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4.1 Brainstorming 4.2 Decrypting 4.3 Questions 4.4 Initial sketches 4.5 Concept 1 4.6 Concept 2 4.7 Other sketches 4.7 Final Brief

5.Final Concept

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5.1 Turn, Twist, Twirl 5.2 About 5.3 Mood Broad 5.4 Element board 5.5 Color Pallet 5.6 Form Board

6.Details

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6.1 Free Standing Unit 6.2 Table Top 6.3 Parasite 6.4 Shelf Highlighter 6.5 Shelf Strip 6.6 Technical Drawings

7. The Space

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7.1 Design Intent 7.2 Mood Board 7.3 The Space

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Sponsor

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1.1 Introduction 1.2 The Team 1.3 Services 1.4 Design Process

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Introduction

Located in Bangalore Kreo is a young multi-disciplinary design firm with a larger than life portfolio. Their love for innovative and inspired design, knows no bounds.

Started in early 2013 by Darshita Thaker, an alumna of National Institute of Design. Her disposition towards functional design coupled with her understanding of the entire branding and design spectrum has helped propel KREO .

KREO, which means creation, is a true reflection of what the firm stands for. Working to find functional design solutions versus focusing on the medium of output. The core strength lies in approaching projects from a cross-functional design perspective, helping clients realize design standpoints that solve their requirements as a whole.

The goal is to blend innovation and design, to tell your brand story. They create designs and experiences that endure beyond results. Designing with the belief that process and collaboration should be as exciting and fun as the end result.

Fast-forward three years later, Kreo is now an innovative design agency in Bangalore with the distinction of having worked with some of the most prolific brands in the industry like Bosch, Scania, Fischer, Crocs, and Sterling Holidays, to name a few. Keeping perfection in mind and a keen eye for details, Kreo can now boast of

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having played a huge role in some of the biggest events in terms of visual design and digital marketing across the country. When it comes to experience, in a short span of time, Kreo has tread the FMCG, fashion, retail, e-commerce, engineering and electronics industry spaces, leaving nothing beyond its perspective.

Kreo’s end goal is to innovate, to tell your brand story to the masses, and to create experiences that endure beyond results. Visualizing with the belief that process and collaboration should be as exciting from start to finish.

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The Team

Kreo team consists of a finely blended mix of people from different backgrounds and experiences. Architects, Interior designers, Graphic designers, copy

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writers, sculptors and artists share the same work space and work cohesively all with a common goal.

At Kreo all the festivals are celebrated with the same fun and excitement. Every event is celebrated with a spirit of joy, there will be a cake for everything!

We celebrated holi, new office openings, baby shower, color day, birthdays, farewells.

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BRANDING

SOCIAL MEDIA

Every brand has a unique story and we at KREO leverage our design strength to bring these stories to life. Growing into one of the leading branding agencies in Bangalore, we enable your brand to discover its essence and create a niche identity.

Our portfolio includes leading global and national brands for whom we have enjoyed providing our services.

At KREO, we believe in using our innovation and creativity across platforms, to create a vibrant and customized landscape for your brand. Across the social media spectrum, we help your brand identify and connect to its niche audience. We come up with innovative strategies for your brand, to reap the most from social media by reaching the masses.

Inching towards the top, we aim at becoming the top digital marketing agency in Bangalore.

VIDEO & ANIMATION

Services

We create art in motion. From a speck to the flow of a dance, we attend to intricate details to make your story visually appealing.

With creative ideas and innovative approaches, we use our design skills to bring your vision to life. We aim at being a leading video and animation studio in Bangalore, by creating a masterpiece with every project.

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RETAIL DESIGN We realise that the retail environment is a dynamic space.

A space that will draw people and spark them into action. A highly competitive arena, retail spaces offer brands an opportunity to stand out from the clutter.

As a leading design agency in Bangalore, we give your brand its signature space to thrive. From retail displays and in-store events to innovative props, we bring a distinct perspective to retail design.

We understand the power of the visual medium. Visual Merchandising has become highly sought after, with brands constantly upgrading their designs and strategies. We develop, deliver and communicate high-impact visual concepts and strategies that will take your brand a notch higher.

EXHIBITION DESIGN We listen, we design and we deliver.

We blend ideas and insights to create strong design perspectives that will make your exhibition space truly unique. We believe in bringing your vision to life, by developing design ideas that set us apart from other exhibition space designers in India. From conceptualization to execution, we give you the best of our services.

BRANDING

SOCIAL MEDIA

CUSTOMER EXPERIENCE DESIGN We fuse the power of ideas with information to create compelling personal experiences that allow our clients to delight and attract more customers.

RETAIL DESIGN

EXHIBITION DESIGN

VIDEO & ANIMATION

CUSTOMER EXPERIENCE DESIGN

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01 CLIENT BRIEF The design head acquires the brief, expectations from client, understanding the potential and aesthetics. The brief is then shared with the designer as well as the rest of the team handling the project.

03 CONCEPT PRESENTATION

Design Process

The concepts are presented to the client after which the client pays a booking advance.

The client will choose on theme and give feedback and opinions.

The budgets are discussed and negotiated.

05 THEME Three themes are selected and built upon using inspiration boards, sketches, write-up and mock models. All elements of the space are designed according to the themes. The cost is not strictly kept in mind.

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02 BRAINSTORMING 1the brief is discussed. The brainstorming session includes everybody on board. Concepts, techniques, sketches and inspirations are considered. After weighing possibilities, ideas are channelized, sorted and shortlisted through elimination

04 BUDGET ALLOCATION According to the budget given by the client, the production head will allocate budgets respectively for different purposes. The design team will then make cuts an add/ subtract elements accordingly.

06 VENUE RECEE The location or the site is visited by the design and the production team. Measurementsand photographs taken. Possibilities discussed.

08 PRODUCTION

07 CONCEPT DETAILS Sketches evolve into technical drawings. Materials and finishes decided. Production & manufacturing kept in mind.

Renders are made for the look and feel of the space.

Site visit with the vendor.

Individually, everything goes into production. Other elements are acquired from the site.

09 EXECUTION 10 REVIEW Learn from your mistakes, take time to appreciate the better aspects and start a new project!

Pre-fabricated structures are assembled on site. Shifting and touch ups happen. Smaller elements are constructed.

All in all, its running around and getting things made in place until the deadline.

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Brief

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2.1 Introduction to Skinn 2.2 Initial Brief 2.3 Cliente profile 2.4 Consumer profile 2.5 About the product

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Introduction

It is sensuality in a bottle. It needs no words and No gestures. It elevates the everyday into the extraordinary. Made in France by celebrated perfumers, and distilled from the finest ingredients, this collection of 6 perfumes bears the hallmark of Titan.

Worn every day, it transforms from an accessory that Completes your ensemble into a signature scent that completes your identity. And so, the perfume ritual becomes second nature and the fragrance becomes your second skin.

Titan has always been very

customer oriented. The description of the customer profile exactly matches the perfume. It has always targeted the correct market audience with the right amount of advertisements and promotions.

Titan is a very old and tested brand and has build a lot of loyal customers over the years.

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The brand has perfumes for men and women. This perfume is called Fruity and fresh. “Playfulness is in your blood.

Your beauty is like the whiff of fresh air on a balmy spring morning. You are the woman who loves a fruity fragrance for the freshness that comes with it.

The light, invigorating crispness of a citrus fragrance transforms you into the bubbly woman who is the life of everyplace she sets foot on�.

People

Product

The target audience are the people from 25 to 50 years. The working class of the society. The people who go for job and party at the same time.

The brand has a variety of flavors suitable for all kinds of occasions.

Skinn is a range of perfumes for both men and women developed

by Titan. It has a total of 13 perfumes under Skinn. This brand is a more cooperate mature brand than Skinn kissed.

The product range also has some types of goodies and products developed as a gift for the customers.

The perfumes are available in 3 sizes. There are various combos and gift packaging made using these products.

Place You will find these products in all the Titan stores and also other stores like Stoppers Stop, Westside, Lifestyle.

These products are placed in the upper middle class retail shops, across India. These generally don’t have a stand alone shop, but sometimes for promotional purposes they put up pop up stores and kiosks around the malls

Promotion For the promotion of their brand they have advertisements and retail fixtures at different outlets of other retail brands. They also put up hoardings and sponsor events which is the direct media for its target audience.

Price These products are ranged from 1100 Indian rupees to 3000 rupees. They are meant for the upper middle class people of the society. These also come under the premium product range of the perfume market.

It goes along the prices of brands such as Nike, Ferrari and Loui Philph etc.

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Initial Brief

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To design a range of display units such as FSU (free standing unit), table top, shelf highlighter, shelf strip, parasite. for the stocking of the newly launched body mist “Skinn kissed“ and place them at various platforms.

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The initial brief was to design a range of retail display units promoting the brand and the product. The product is a new released perfume mist for girls from the age of 18 - 24.

These were body mist bottled into an attractive packaging.

The range should include FSU (free standing unit), table top, shelf highlighter, shelf strip, parasite.

They place themselves in the market for the upper middle class.

They believe their competition to be brands like Victoria secret and bath and body works.

There are total 5 variants right now (#ohsofab, #ohsoglam, #ohsowild, #ohsoflirty, #ohsocrushed) These names contain the hashtags that is popular in the social media lingo, the names contain different mood types-

Fab for the fashionable, trendy girl.

Glam for the glamorous girl.

Wild Brand personality :Charming, Spontaneous, Approachable, and Younger than Skinn currently.

Client Profile

Brand Positioning : Skinn mists allow their users to stand out by expressing their different moods -

”Rock your vibe”

Target Group : 18-24 yr old girls

Brand Pricing The cost of the product is 695 Indian rupees

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for the adventurous girl.

Flirty for the fun loving girl.

Crushed for the romantic girl.

“Rock Your Vibe” The quote means that - Mist is a reflection of the kind of person you are.

It becomes your identity. Rock your identity. Something that you pamper yourself with.

Makes you feel fresh and glowing.

Makes you feel Rocking!

Consumer Age The targeted consumer is the girls of the age 18 to 24. This is an age where you are just out of teenage years and not completely an adult, It is the girls who are mostly college going.

Unlike school most of the colleges have the liberty to dress up the way you want. So that is the time when people actually use perfume mists, specially because stays longer and is more affordable than perfumes, easy to carry.

The brand has come up with perfumes for all the types of personalities seen among girls that age. So every girl has a perfume for themselves, whether it be fashionable or glamorous they have a perfume for every mood!

Consumer Profile

What Personality are you?

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Product

These are the Five variants of the company designed by Titan for the youth of girls. The girls from the age of 18 to 24. Each flavor goes with the different moods of a girl that age. The product is a sub brand to the company Skinn

by Titan. This is its first time in the market. They believed it to be an extension to the personality.

Crafted in France, made in India.

The main characteristics of the product are its lightness and effervescence.

Body Mist is also known as body splash or body spray. The end consumer are the young girls. By introducing this product the client wanted to be there for the girls during all the events of day to day life and also wanted to go with all the characteristics.

There is more scope of increase in the fragrances

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Size Height- 20cm Diameter- 4 cm

Material The bottle is made with plastic and the cap has a metal base, with a plastic pipe inside to help spray.

Quantity 200ml

Price Rs 695

Colors Pink, Green, Orange, Golden , Blue These are few characteristics of the product which will help you visualize it.

20 cm

4 cm This Perfume mist consists of 200 ml of perfume. mist.

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Oh So Crushed is a blend of Bergamot, Peony and Amber

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Oh So Glam is intoxicating with Rasberry, Jasmine and Vanilla

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Oh So Wild refreshes you with Cherry, Freesia and Patchouli

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Oh So Flirty has the essence of Lily and Pear.

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Oh So Wild refreshes you with Cherry, Freesia and Patchouli

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Rock Your Vibe.

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Research

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3.1 Market analysis 3.2 Retail Displays 3.3 Existing Display 3.4 Insights and learning

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Intent

Market Analysis

The intent of this market research was mainly to find out the upcoming trends, studying the consumers, study the behavior of the customer towards the product. The study was practically going to all the shops and also studying about it online. Even if the study was just about the number of bottles kept in a row, or the communication used to show that these products are new arrival.

Once all that is noted then you get down to the material, lighting, how much part of it is a logo or some part of communication. You also study the positioning of the brand, the popularity of the brand.

For the market study the most important to be curious and ask a lot of questions. You should be a good story teller. For this study you also need to be confident.

Brands Studied The following were few stores studied to know the most ergonomic sizes and the latest trends-

Sephora High end brand. Selected target group. Only opened in a few places in India . This is a very high standard brand that provides you with best of the best make up.

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Westside and shoppers stop multi brand store. A mass target group

Benetton

Multi products store. Single line.

Health and glow

specialty market, in the range of cosmetics.

Mac

Single specialty store. Targets the high end market.

Hypercity

Mass products store.

Displays Every brand has a display of their own. They have their own regulations and customer codes. There is a lot to learn from everywhere you know.

Types of displays seen -Free standing units -Counter tops -Point of sale -Shelf highlighter -Tags -Danglers -Window Display -Parasites -End cap displays -Facing -Packaging

This is a high end beauty and glow store which is a home to other beauty brands.

It has a lot of VM elements and really well worked displays for each brand.

Every brand has a different visual experience and different visual language.

Brand attributes For the upper middle class and the upper class A home to other foreign brands .

Similar feeling continued throughout the store.

Individualization is done by every brand separately..

The quality of all their products is high class.

The brand also puts in a lot of efforts into the display and the interior of the store.

It comes under on of the best make up brands in the world. It is also a home to other brands of make up.

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This brand has clothes , shoes, perfumes and other accessories so they didn’t focus a lot on the perfume display but the brand language was throughly maintained throughout.

In the store that I visited there was one free standing unit assigned to the perfume and deo section.

It was near the billing counter because it is considered to be a fast moving product.

Brand Attributes Benetton has a huge target audience during its sale time it is even affordable to the middle class people of the society.

The mood of the store is very colorful and young. Colors are the element that keeps Benetton united. The main element in their fragrance collection is also color.

Benetton has a store in almost all the malls in India. Its easily.

This brand supports and supply’s only their own manufacturing. All the fixtures are generally white and green in color. Benetton is widely know to the people.

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Westside is a multi brand store.

They serve the middle class and the upper class of the society The material used for the fixtures are mostly generic and some a specific to the brand displayed Here are few photos of the brand studio west which is one of the brands under westside.

It is also multi brand store.

They have a lot of perfume brands they have a generic design customised by brands.

These were the tags for all the brands but customized according to their language.

The branding and graphics were taken into display and a colorful pallet was created.

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What is a Retail display?

Shelf Highlighter

Visual merchandising is a multisensory tool used by retailers to catch the attention of customers and attract them into a store to make a purchase. The first piece of visual merchandising customers encounter with a brand is the window display.

These displays play like a friend to the brands. Their task is to attract customers, make them buy the product.

Retail Displays

What are the types of displays?

There are few types of display that I found mostly used in the stores across.

- Free Standing Units - Counter Tops -Shelf Highlighter -Parasite -Shelf Strip During the market study you tend to find a lot of these around and used. They also play the role they are meant to. I will share a few observations and displays I saw during my market study. Later on I will explain all these displays in full detail.

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These are some different shelf highlighters seen during market study. As you can see you can have various approaches.

Free Standing Display

These are the various kinds of Free standing displays. In FMCG products people really exaggerated forms in their designs.

The quantity of the products put on these displays also depends upon the type of brand, its target audience and placing.

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Counter Tops

Though counter tops don’t display a lot of products but they communicate about their products in a way which directly reaches the target audience.

Makes them want to buy it. This is called impulse buying.

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Parasite

Parasites are displays build to put in between of a shelf extruding out of it. Parasites generally catch a lot of attention

Shelf Strip

Shelf strips are generally just used to reinstall the idea of the product.

Mostly used to show new offers or sale. Used to create a difference.

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Existing display

It is very important to know what all is already prevailing in the market. To study the existing display you need to take a note of everything the placing, facing everything. So that time when i went for the research only Health and Glow had it. So here are few pictures taken to study the efforts and ideas behind the display.

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Insights

The most important part of this study is to note down the insights about everything So these are some insights on the study of the existing displays done for Skinn • The facing of the product was around 7-8 bottles per rack which is really good for star.

• The product is colorful and attractive to the eye.

• The special cardboard cutout not only attracts the customers walking on the footpath but also catches the attention of any vehicle passing by the road.

Despite of all this there were few negative aspects also to the design. As a designer you always aim to find out problems and work towards making it better.

• They have no specific display assigned to Skinn • No efforts done to make the product stand out •Not properly maintained Scattered all around the place.

Opportunities

After the insights and arriving to the problems the next thing to do is to find opportunities. Opportunity is where design comes in. Here are some opportunities found that could be worked on• The brand can be highlighted more.

• Can be given a specific section.

• Could be kept in a proper cluster.

• A huge opportunity is the platform that is available, to introduce a fully new visual language for the brand.

• To even provide a separate packaging for the product.

• One more way to look at it is, coming up with a space that sells only the product and provides with a individual experience.

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Concepts

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4.1 Brainstorming 4.2 Decrypting 4.3 Questions 4.4 Initial sketches 4.5 Concept 1 4.6 Concept 2 4.7 Other sketches 4.7 Final Brief

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Brainstorming

Special

Bold

Aroma

Sprinkle

Light

Fizz

Sensual

Cit-

Kissed Devil

Mist Flirty

Mystic

Attractive Haute

GlitFresh

Fly

Dreamy

All Around

Splash

Surrounded

Lips Cool Chic

Water Natural

Floral Fabulous

Kisses

Women

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Decrypting

Everything has a lot of layers below them. The shades of color.

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These are the words used to descibe the brand by the brand. So there we had tried to decrypt words and take out different words and meaning behind the words used.

Doing this helps you widen the perspective of the way you look towards the brands. It helps you make space for more words and possibilities in the words.

Spontaneous Break Loose Free Spirited Impromptu Quick Impulse

Approachable Gettalbe Attainable Convenient Open Comfortable

Consumer Fashionable Trendy Glamorous Adventurous Fun loving Romantic

Oh So! Surprise Wanting Exclamation Desire

#ohso The names contain the hashtags that is popular in the social media lingo, the names contain different mood.

The use of hashtags was a new move because it is the new trend in town. ###

Charming Amiable Glamorous Charismatic Seducing Tantalizing

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About all

Initial Sketches

This brand was introducing itself for the first time,there were various possibilities and approaches towards the brand’s new visual language and also the design of the Display Units. So different displays were tried, different textures and patterns.

This was inspired from the way a bud opens and the idea was to display the mists in at and angular display to become easily accessible.

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This display was inspired by the different moods of a girl which the brand has tried to show through their perfumes.

The display also divides the shelves to keep the product

This was an inspiration taken from a rising sun and also a linear element. The linear quality is contrasting the shape of the bottle which makes it stand out even more. Here a use of different material was tried which was a glass case inside which the product would be displayed

These are few other experiments done in order to find the one that goes along perfectly.

This design was inspired from a shell. The way it opens and has its pearls inside similarly it holds the product. Its an abstraction of that concept.

The edges are all curvy and circular because thats a soft and light form.

This is a 1ft and a 2 ft display on the same lines of inspiration.

Exaggeration is the key to attract. The idea here was to show the words surrounded and light weight.

This is the front view of the design. This design is inspired by a wave. Again wave because its a water based product.

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Concept 1 This concept is called glitter shows glam, glitter shows enhancement and it also shows the product graphics. Gold keeps the class of the product alive and the marbling texture keeps the water essence alive.

The gold as a color has always been used to show goddess and royalty, it makes feel special.

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Mood Board

This board talks about the lightness and mild effect of the brand personality. The shapes and forms are inspired by the fizz effect depicted in the product.

The Golden lines are inspired by the famous Japanese tradition called wabi sabi.. It means ‘repair with gold’ The reference here is the uniqueness and beauty in it.

Adding a golden element to make it better.

The lines also represents The mood swings in a girl.

The glitter effect is supposed to represent charming, attractive and fabulous personality of the target audience has.

The color section is based on the neutrality and coordination of the color with golden.

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This design was inspired waves and bubbles. This design was water based because the product is water based.

This design holds around 50 - 80 bottles in total. This design also goes a little curvy on the form because in the end it is the target audience that finally has to be attracted. The exaggerated lips is just a way to get attention to the display also reinstalling the idea of the brand and acting as a brand recall.

The circles represent the fizz and the bubbles that are graphically represented on the bottle. Each circle holds one of the product and puts in on display.

This deign was meant for the display of the body mists in a vertical way and a little above the eye level being over

Sketches

whelming. The bubble concept is brought

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into this too, this display also has a storage unit where the perfumes can be stored. Here the idea with the circular fizz was floor it to glow from the inside to make it feel light weight.

This circle is designated to the top flavor or the trending flavor

This is just a 2d representation of the material treatment and the display.

Fits 24 to 30 bottles per shelf.

Mock up 63

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Concept 2 The sensual aspect went with this because the whole point of a fraggrance is to feel good about your body and also be an attraction for others. The target audience now a days seem to be really interested in the naughtiness and playful character when it comes to attracting the other person.

That is the origin of this concept of tempted.

Tempted signifies a lot of things

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Mood Board

The overall feeling is of a tempted emotion that you feel when you put on a fragrance.

The marble is to give it a standard and classy look..

The color and shape relates to the boldness and the sharpness of the emotion..

The glitter is common which is to the bottle.

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This was a visual language experimented to see that how could the lips aspect of the brand be highlighted and how can it attract the targeted audience. The full sensual way went along because most of the names were like #ohsoflirty, #ohsocrushed. ###

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With this exploration we were trying to put the products in sort of a pop art style. A little more bright with the colors and more punk with the lips. After clients second brief they clearly mentioned that they didn’t need any pop art style, MTV style, kitsch, psychedelic design.

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Other concepts

These are some sketches with some different treatments done on a rectangular pillar like structure which will be glowing from the inside. Here are some of the explorations, these were mainly explored for different kinds of form treatment.

Here I tired to play with different surfaces and put the bottles there. The bend, small from below and broader from top is a form developed to show pride and growth.

This form was inspired from the petal.

The form of a petal is a very feminine form which goes exactly with the target audience. This display holds around 50 products. It was a cantilever coming out of the rectangle.

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This display was inspired from the layers behind a girls look. The rounded base was kept that way to put the display up in the eye of the people. This gave the display a platform to stand on.

Here the inspiration was the night and the sensuality in it. The full essence of a fragrance is that, the brand itself has been named Skinn kissed. Thats why this display has a sharp edge.

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Final Brief

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To design a range of display units such as FSU (free standing unit), table top, shelf highlighter, shelf strip, parasite. The concept being TWIRL. All the displays should be in a contained mood board which shall speak for the brand.

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Final Concept

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5.1 Turn, Twist, Twirl 5.2 About 5.3 Mood Broad 5.4 Element board 5.5 Color Pallet 5.6 Form Board

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Twirl

This concept has been named TWIRL. Twirl is an action that a girl does or feels like doing during special occasions. Twirl makes you feel light in the air. Twirl surrounds you and fills you up. The idea is to instill the emotions for watery, colorful yet premium mist that will twirl around you and lift your spirits up.

The effect that will come along with the twirl is a water color sort of effect because the mist is a water spray. Through the trwil you also show the specialty in your product.

The form chosen in this concept is something very circular and round. Circle as a form has a lot of things to tell and show. A circle is the perfect form to go for when you target at achieving what was mentioned above.

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Mood Board

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Element board

This board represents the emotion of sway and twirl..

For a girl when she is happy she twirls, when she feels romantic she twirls.

Also the feeling of putting a mist on you gives you a feeling of the mist twirling around you.

This also has an element of falling flower petals, which come from the idea of making someone feel special, also represents the ingredient.

This was the final board chosen because this board directly deals with the elements that define the target audience and also portrays various moods.

The colors shown here aren’t the colors specifically used in the design but this element board is just to put the elements into one composition according to the proportions.

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Color Pallet

Why This?

A brand says a lot of things by the color they use, It becomes an identity an integral part of their visual language. Deciding a color is a very curial and important part of designing anything.

Here according to the brand, its target audience, placement the colors were decided. These colors are used the branding of the company and also the display that is used to keep these products.

White - This color is a deception of purity. It acts as a base color to all the other colors. Infact it also makes the products stand out. White stands for clean, soft, delicate and fragile.

Gold - This color is taken from the packaging of the bottle. This color

stands for glamour and pride. This color is more used in metal. The glitter on the product is golden in color and also the neck of the product. This color gives a premium feeling to the full display.

Pink- Pink is a general color which is a home to its tints and shades. So

pink has been used in different shades in the full visual language. Pink is also the color of the lips, like on an average. The brand name being Skinn kissed directly linked the brand to pink. There is no stereotyping intended.

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What is a circle?

Form Board

A circle is a simple closed shape.

It is the set of all points in a plane that are at a given distance from a given point, the center; equivalently it is the curve traced out by a point that moves so that its distance from a given point is constant. This was the wikepedea knowledge. I will tell you

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What is the emotion a circle gives?

A circle gives you a closed, consisted and soft emotion.

Which exactly goes with the brand attributes. The circle also provides with the maximum visibility and accessibility. A circle is also a welcoming form. Which the brand had strongly asked for.

Vertical Lines, curvilinear lines and circles. These are the forms used to develop the display. The forms may not have been used exactly but is extracted from these forms only. These forms are used into structure, graphics and the other elements with different treatment. The thick and thin lines are shown as a reference to the sizes.

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The TWIRL.

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About the Ribbon This texture was developed for the ribbon or what I like to call it The Twirl.

This form came out of the emotions:

Surrounded Mist Smokey Love Layers Mood Light The idea behind this was to come up with a form and texture which makes you feel like you have been surrounded by the mist all around you. It makes you feel lighter about yourself, like a feeling on going in the air, feel in a good mood already. So goes the quote “Rock your Vibe“ The main purpose was to attract the people, attract the target audience, this theme showed to be going with the target group. These colors were chosen because they have a warm, loving, bright as well as merging effect to it. These colors were also incorporated in the other display elements.

The space also adds up to get to these colors somewhere.

The ribbon is designed to go around the circular fixtures and sort of curling the bottles inside it, which makes it seem delicate and fragile. It also gives a feeling of a gift for someone special. This was the design intent.

The ribbon has been manipulated in the designs in order to attain the feeling of light and wrapped. It has been in changing thickness. Like it goes from thin to thick then again thin. This has been a chaning form according to the need, accessibility, visibility.

We had to make sure the ribbon didn’t look like a spring or a telephone wire, or just a spiral cut out of paper so this is why we made a lot of explorations and finally decided on the final one.!

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Details

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6.1 Free Standing Unit 6.2 Table Top 6.3 Parasite 6.4 Shelf Highlighter 6.5 Shelf Strip

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What is a Free Standing Unit?

It is a stand alone display that is used for putting the products in stores that provides various brands at one place, free standing unit is like a own store in itself. It explains everything about the product and the brand. It is self explanatory. The number of products per unit depends on various reasons like the brand, target audience, structure and size .

Design Brief Size 2x2ft ht 5ft approx SKU (Stock keeping unit) = 10pcs x 5 fragrance = 50pcs (more new fragrances will be added shortly, so do not make fragrant specific sectioning in the design) There should be flexibility graphics-wise to add more fragrances later (Total SKU can remain 50pcs) Require tester for each variant A highlight spot for ‘new arrival’ Will be placed in = cosmetic sections or outer corner of fragrance section in Lifestyle / Shopper’s stop (They will also review and approve the design, so look and premium wise it should match their standards)

Design Parameters - A different display for testers.

- The products should not be stacked and look like a toothbrush brand.

-The element of glitter should be prominent.

- Maximum utilization of space.

- Its a younger brand than skin but the exclusiveness should not go.

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Height : 195 cm Width : 45 cm Radius of the shelf : 22.5 cm Thickness of the shelf : 2.5 cm Radius of the logo : 22.5 cm Width of the tester shelf : 30 cm Diameter of the inner tube: 10 cm Width of the ribbon : 8 cm

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Brass Finish Rod

Acrylic bent around the structure.

Acrylic pipe lit from inside.

Gold rod around to give support.

Solid Casted Acrylic

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Lighting

Back lit with LED strip

A tubelight from the inside

LED put on the thickness, to light both surfaces.

Backlit Letters put on cylindrical surface.

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Details The ring seen is a lazer cut ring on the bottom plane of the circular shelf. This ring allows the light come through it and shine on the bottles below it. It also gives a feeling of Halo, the circle of light.

This was the FSU is a self lit unit.

The client had specified that they need a different display for testers and new arrival, so the letters can be stuck with double sided tape and can be changed whenever there are new arrivals. As shown in the picture below. The letters are brushed metal finish acrylic cut outs.

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Final Renders

This FSU fits around 60 to 80 bottles. As specified the display is not divided by the different fragrances and it also has a new arrival platform, in the days when there is no new arrival it can act as a special tester display and the coffee and tester strips can be kept on the surface below it.

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What is a Table Top ?

A Table top display is when the display is small, easily portable, can be played on counters and tables. Table tops are also called counter tops.

Generally its better if there are less products for display on a table top, specially when its a premium brand like Skinn. .

Design Brief Size 1x1ft ht 2ft approx SKU (Stock keeping unit) = 2 pcs x 5 fragrance = 10pcs (more new fragrances will be added shortly, so do not make fragrant specific sectioning in the design) There should be flexibility graphics-wise to add more fragrances later.

The total products is including the testers It should be compact and The communication should be visible Will be placed in = cosmetic sections or outer corner of fragrance section in Lifestyle / Shopper’s stop (They will also review and approve the design, so look and premium wise it should match their standards)

Design Parameters - Should look like the same family as the FSU. - Should not be very bulky looking and should be light weight.

- Easy to dismantle

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Explorations

These were some initial explorations done before any specifications received, here we were just trying to brainstorm different visual languages!

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Height : 50 cm Width : 20 cm Radius of the counter top : 10 cm Thickness of the shelf : 2.5 cm Radius of the logo : 10 cm Diameter of the inner tube: 4 cm Width of the ribbon : 5 cm

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Acrylic pipe.

Acrylic bent as a twirl

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Lighting

LED panel only with the logo part glowing

Tubelight in the inside

Lit base with LED

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Other Designs

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Final Renders

All these concepts are at pitching level therefor the detailed auto cad drawings haven’t been developed. This is just to show the look and feel.

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What is a Shelf Highlighter ?

Its is mostly a thin flat usually long and narrow piece of material (such as wood) fastened horizontally (as on a wall) at a distance from the floor to hold objects. One of several similar pieces in a closet, bookcase, or similar structure. It is generally used in super markets because not everyone gets space to promote through the other means like a FSU or Table top or even kiosk for that matter.

Shelf highlighter is one of the cheapest and most attractive ways to get the attention to the product. It is not at all structural, it cannot hold any of the products. Its just meant to be like an extra protruding packaging to the product.

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Explorations

This display has all the same characteristics and elements as the previous designs, but there is a slight change in the form of the circle. Here the biggest challenge was to convert everything into flat forms. Showing the full effect of the ribbon twirling when actually it is not was a task. These are somethings I kept in mind while designing this-

- The display should be 2D -The display can be vertical also - It needs to be from the same mood board.

- It can be put as one on one self or two on one shelf.

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What is a Parasite ?

Parasite displays are generally smaller display units kept hanging with the support of the shelf or the racks. Parasites are generally made of soft material only. They don’t hold a lot of products, but the characteristics that is the most attractive is the part that randomly somewhere it just comes in front of you. .

Design Brief Size 1x1ft ht 4ft approx SKU (Stock keeping unit) = 1 pcs x 5 fragrance = 5 pcs plus the testers (more new fragrances will be added shortly, so do not make fragrant specific sectioning in the design) There should be flexibility graphics-wise to add more fragrances later.

The total products is 8 including the testers.

It should be compact and the communication should be visible.

Will be placed in = cosmetic sections or outer corner of fragrance section in Lifestyle / Shopper’s stop (They will also review and approve the design, so look and premium wise it should match their standards)

Design Parameters - Should look like the same family as the FSU. - Should not be very bulky looking and should be light weight.

- Made using cheap and easy material.

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Explorations

In this design the parasite has grooves in itself for the bottles to get placed inside it. There is no golden bar in this. The fixture holds around 8 bottles.

Other than that the same visual language is maintained. This design was developed by slicing the FSU from center Parasite is like a teaser product. It just shows the customers enough to attract them..

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This was a completely different form explored for a lesser number of products.

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This one is a single display parasite, it displays only one bottle. Here there is more communication than others. The reason for this single display is that it can be scattered and placed here and there and can have more chances at getting noticed.

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What is a Shelf Strip ?

Shelf strips are the most widely used in retail. It is the easiest thing to place, It has a lot of opportunities and variations that it can do. The budget that takes to put a shelf strip is also very minimal.

As a shelf strip this is what I had come up with and the picture on the left is the one that was bringing out the most in the part of communication and also because the thick and thin line adds a lot of drama to the full strip . So in the end this is just cardboard cutouts with these sort of textures on it. It also goes a little above and below the assigned space which gets the eye.

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The Space

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7.1 Design Intent 7.2 Mood Board 7.3 The Space

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The intent is to design a kiosk or pop up store, to re instill the idea and the product in customers minds, also to have a designated space where customers can interact with the space and product, know the product and also providing them with a recall value that makes them royal to the brand.

The treatment of the space will be complementing the established mood and material to the fixtures and highlights.

This Pop up stall will be placed in malls. It will be different from kiosks, these stores will come up, the stores will be up for 2 - 3 weeks. These stores will be seasonal. They will come up during events like Launch day, new arrival, sales, womens day.

The products will be approachable, the space will have customer interaction. The customers will be attended by trained Skinn executive.

Different kinds of events and activities will be a part of this space.

The store will be modular and can be placed in attrims, corridors, events, music fests, fashion stores. There will be one power source to the stall.

Problem Statement

Design Intent

To come up with a space that establishes the visual language and the product into the market. This space will be a place solely for Skinn kissed and only their products will be sold. The space will attract and engage more customers.

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Mood Board

The Mood board is very similar to the twirl mood board for the Retail Display

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The Space This space is an experiencial zone created for the brand Skinn kissed. This brand has newly been introduced in the market. All the details about it is mentioned above. This space is an hypothecial project created as a pitch to the company. This pitch suggests a new visual language for the brand and also provides with an interactive zone for the customers.

The space will be placed in different malls.

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Zoning There are 3 main zones to the space The Tester Zone The Cash Counter The Shelf

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The Tester Zone This zone is an interactive zone where people are supposed to come test the products. It is called the tester zone!

The product is kept on a sensored pannel which is connected directly to the LCD screen. When the product is lifted the screen projects the information about that product.

MOOD This word says a lot about the brand. The brand has developed various perfumes depending on the various moods of girls. That is why the communication of that tells you about what kind of a personality are you.

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This space is a pure inspiration from the already developed display fixtures.

The Ribbon that is going around the space is the twirl concept implemented on other fixtures.

The floor has a special liquid flooring that makes a good experiance while walking on it.

The space also has a lot of flower vase and pots kept in the space which increases the mood and the full feeling that we wish to achive.

The Shelf holds 250 to 300 bottles.

The screen next to the shelf is an lcd screen which is meant to show the communication graphics and offers The store has an open entry and no fixed zoing. The products and logo are visible from the outside of the store also

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Retrospect Its been a great journey through these four years at MITID. As i entered the institute in awe of the campusand its inhabitants, everything was a first timer for me, right from talking to my roomate to sharpening my sketching skill continuosly.

Everything that was taught to me and everything that i absorbed from observation and my enthusiasiasm come together to form the big picture where every piece from the puzzle now fits. I may not have realised the importance of the little footnotes but all of them now are the fixtures that make my design process holistic.

I have come a long way from ignoring certain steps in the process to accepting them because they all matter whether someone points it out to you or not. Whaterver bittersweet feelings i may have towards my batchmates , faculty, campus, mess food are indifferent to me when i step out a different person than i was 4 years ago.

Design in my perspective has evolved from sketching and arty strokes to a systematic approach to problem solving and way of life. I have not reached the end of a learning journey, but stepping out to start off from where this one stops.

I thank MIT Institute of Design for all the knowledge it has imparted, whether academically or ethically.

Stay Curious!

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Bibliography https://www.pinterest.com.au https://www.wikipedia.org/ https://www.titan.co.in/product/skinn-kissed www.google.co.in www.youtube.com www.thesaurus.com wetransfer.com archive3d.net www.behance.net www.dictionary.com

India Wood Exhibition D-cube Exhibition All the copyrights remain with thier respective owners. The images are just used for visual representation purposes

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thank you

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