rganic natural • plant-based ZEro VOC • non-toxic • LEED Soy-based alkyd • Sustainable
Organic Paints by Design
Contents 2-3
Contents + Due Dates
4-5
Design and Marketing Brief
6-7
Mood Board
8-9
Concept Sketches
10-11
Digital Concept Refinements
12-17
Mechanicals/Color Label Format Pre-Final Color Refinements, Spray Painted Metal Cans, Lid Design
NAME
COLLEEN PROPPÉ
INSTRUCTOR VALLERIE TAYLOR-SMITH
SEMESTER
FALL 2014
COURSE PACKAGE DESIGN 2
PROJECT FLW HOME PAINT
Due Dates
NAME
Module 1.1
Sept 21
Design and Marketing Brief
Module 1.2
Sept 21
Mood Board
Module 2.1
Sept 21
Concept Sketches
Module 3.1
Sept 28
Concept Sketch Refinements
Module 4.1
Oct
Refinements/Color Label Format
Module 5.1
Oct 12
COLLEEN PROPPÉ
5
INSTRUCTOR VALLERIE TAYLOR-SMITH
Pre-Final Color Refinements, Spray Painted Metal Cans, Lid Design
SEMESTER
FALL 2014
COURSE PACKAGE DESIGN 2
PROJECT FLW HOME PAINT
Design Brief Project Frank Lloyd Wright Home Paints & Packaging System Company Background Frank Lloyd Wright was one of the most influential American Architects of the Twentieth Century and coined the term “Organic Architecture”. It was his goal to create designs that worked with nature. For example, rather than use airconditioning, he sought to design buildings to maximize the effects of their locations; shade and natural breezes, the use of natural elements in his designs were sophisticated and ahead of their time. As we find ourselves in an uneasy relationship with the changes in climate and our natural world, Mr. Wright’s systems of natural design are ever more cherished and sought out in modern times. Frank Lloyd Wright Organic Paints bring the best of modern architecture and design into your home while protecting our landscape.
Key Adjectives
NAME
COLLEEN PROPPÉ
INSTRUCTOR VALLERIE TAYLOR-SMITH
Organic Falling Water the elements nature sun water
SEMESTER
trees earth clay stone harmony balance
FALL 2014
Possible Sub-Brand Names FLW Organic Home FLW Green Edge FLW Green Echo FLW Perfectly Green FLW Modern Organics FLW Organic Revival FLW Green Harmony FLW Green Symphony FLW Green Draftsman USP (Unique Selling Proposition) Respected Name Brand Creative, artistic, based on success Connection to Home, Architecture and Building Connection to Organic Principles of Architecture Organic Living, Natural Material, Natural Colors
green environment landscape building line edge
COURSE PACKAGE DESIGN 2
circle echo symphony arch unity stream
PROJECT FLW HOME PAINT
Module 1.1
Design Brief
Objectives Design Objectives To create a new brand identity Frank Lloyd Wright “ORGANIC Home” (paints) and use FLW’s unique connection to the term he coined, “Organic Architecture” to remind people of his care for the environment, nature, the elements while persuading high-end buyers to use organic and environmentally friendly paint when redesigning and maintainting their homes. Theme “FLW Organic Home” Target Audience 30-80 year old, women and men, and their children with moderately high income who have a connection to the work of Frank Lyold Wright, having grown up in America during the 20th Century, and /or 20-30 something, Millenials who are incredibly eco-conscious and want to do all they can to protect the planet, eat organic, farm organically, drive electric cars, etc...
NAME
COLLEEN PROPPÉ
The Application Usage Frank Lloyd Wright Home Paints & Packaging System could also be extended into sustainable fabrics, furniture and potentially, anything used in the home. Product Line One-gallon cand of interior and exterior paint, one-quart cans of interior paint, spray paint can and paint brush. Price Range Moderately High. $65./gallon. - $25. brush Direct Competitors Green Planet Paint BioShield Paint Real Milk Paint Aura Paint Benjamin Moore “Natura” Restoration Hardware Indirect Competitors: Home Depot “Colorhouse Zero VOC” Target Walmart
INSTRUCTOR VALLERIE TAYLOR-SMITH
SEMESTER
FALL 2014
COURSE PACKAGE DESIGN 2
PROJECT FLW HOME PAINT
Mood Board Key Adjectives , Demographics Key Adjectives: “Organic Architecture”, Organic, Falling Water the elements, nature, sun, water, trees, earth, clay, stone, harmony, balance, green, environment, landscape, building, line, edge, circle, echo Demographics: 40-80 year old, women and men (and their children) who have a connection to the work of Frank Lyold Wright, having grown up in America during the 20th Century. 20-30 something, Millenials who are incredibly ecoconscious and want to do all they can to protect the planet, eat organic, farm organically, drive electric cars, etc...
NAME
COLLEEN PROPPÉ
INSTRUCTOR VALLERIE TAYLOR-SMITH
SEMESTER
FALL 2014
COURSE PACKAGE DESIGN 2
PROJECT FLW HOME PAINT
Module 1.2
NAME COLLEEN PROPPÉ
INSTRUCTOR VALLERIE TAYLOR-SMITH
SEMESTER
FALL 2014
COURSE PACKAGE DESIGN 2
Mood Board
PROJECT FLW HOME PAINT
Module 2.1
Concept Sketches
2.1
2.2
2.3 2.4
NAME
COLLEEN PROPPÉ
INSTRUCTOR VALLERIE TAYLOR-SMITH
SEMESTER
FALL 2014
2.5
COURSE PACKAGE DESIGN 2
PROJECT FLW HOME PAINT
Module 2.1
Concept Sketches
2.6
NAME COLLEEN PROPPÉ
INSTRUCTOR VALLERIE TAYLOR-SMITH
SEMESTER
FALL 2014
COURSE PACKAGE DESIGN 2
PROJECT FLW HOME PAINT
Module 2.1
Concept Sketches
Digital Sketch
2.7a NAME
COLLEEN PROPPÉ
INSTRUCTOR VALLERIE TAYLOR-SMITH
SEMESTER
FALL 2014
COURSE PACKAGE DESIGN 2
PROJECT FLW HOME PAINT
Module 2.1
Concept Sketches
rganic natural • plant-based ZEro VOC • non-toxic Soy-based alkyd • Sustainable 2.7b NAME COLLEEN PROPPÉ
Interior Semi-Gloss Enamel 124 FL. OZ. (3.67 LITERS)
INSTRUCTOR VALLERIE TAYLOR-SMITH
SEMESTER
FALL 2014
COURSE PACKAGE DESIGN 2
PROJECT FLW HOME PAINT
Mechanical 1 Gallon Interior Paint Can Mechanical WIP
rganic natural • plant-based ZEro VOC • non-toxic Soy-based alkyd • Sustainable
Interior Semi-Gloss Enamel 124 FL. OZ. (3.67 LITERS) NAME
COLLEEN PROPPÉ
INSTRUCTOR VALLERIE TAYLOR-SMITH
SEMESTER
FALL 2014
COURSE PACKAGE DESIGN 2
PROJECT FLW HOME PAINT
NAME COLLEEN PROPPÉ
INSTRUCTOR VALLERIE TAYLOR-SMITH
SEMESTER
FALL 2014
COURSE PACKAGE DESIGN 2
PROJECT FLW HOME PAINT