Contour is a store concept. In this process journal we share the development from research to result. Please join us.
Table of contents
Strategy
Development
6
24
Collection
50—Contour
64—Essentials
74—Home decor
92—Interior care
102—Still
116—Foil
Contour
Page 4
Process journal
Strategy
Page 5
Strategy
Page 6
Challenge
Challenge: Create a retail store chain specializing in high-end housewares and furniture.
Page 7
Strategy
Competition: Pottery Barn Founded: 1949 Key adjectives: Comfort, Quality, Style, Value Categories: Bedroom, Bath, Kitchen Tag line: Your home should be heaven
Example of store facade
Pottery Barn has truly evolved into a lifestyle brand and their style is said to be the most copied on the American market. With price points below that of Restoration Hardware, Pottery Barn is still positioned as a luxury home furnishing brand. Their design aesthetics latches their brand into a certain style, in a world where people are constantly inspired by different styles through design blogs and forums. Their development of a lifestyle brand has resulted in a solid market share, however potential buyers might be intimidated by a lifestyle they don’t feel a part of. “We believe that your home should be heaven. It’s where you play, dine, work sleep and dream. In short where your life takes place. We are here to inspire beautiful decorating for every room, effortless entertaining for every occasion and thoughtful gifting for everyone on your list. We take great pride in our exclusive products. Our in-house designer and expert craftsmen draw inspiration from time-honored designs from all over the world to create unique collections at an excellent value.”
Page 8
Competition
Competition: Crate & Barrel Founded: 1964 Key adjectives: Practical, simple, affordable Categories: Furniture, dining, kitchen, decor Tag line: Quality design at exceptional prices
Example of packaging
Create & Barrel was built upon influences taken from Europe. The simple designs and their great value has attracted a wide target audience since their establishment. However their extensive assortment range minimize the story behind every unique product. The packaging is clearly brand strong but lacks the experience of the R&D behind the product. In addition the atmosphere can be perceived as busy rather than inspiring. “Gordon and Carole Segal opened the first Crate & Barrel store on December 7, 1962. The first store opened in response to a flourishing of world trade in home furnishings due to the early 1960s round of talks about the General Agreement on Tariffs and Trade. The Segals sought out small European companies that were not represented in America and negotiated direct purchases from these factories that could be sold to the consumer while avoiding a wholesaler’s markup. The Segals derived the company name by the materials that they originally used to display items in their Chicago store. They turned over the crates and barrels that the merchandise came in, let the wood excelsior spew out, and stacked up the china and glass. This helped emphasize their strongest selling point, that their products were direct imports.�
Example of in-store signage
Page 9
Strategy
Competition: Williams Sonoma Founded: 1956 Key adjectives: Warm, elegant, sophisticated Categories: Kitchen, living room, home
Example of in-store environment
Examples of packaging
William Sonoma is clearly a frontier of supplying homes with the highest quality kitchenware available. Their key values of tradition and heritage might dull their product development and in the search for new “smarter” products disrupt their key values. Succeeded in developing a lifestyle brand by putting great emphasis on finding homes and surroundings that reflect the style and aesthetic of the products they sell. With over 600 retail stores, e-commerce and catalogs. William Sonoma believe that their catalog heritage is the primary driver of their success. Transparency is key, knowing where, who and how the products was made. “Williams-Sonoma is a multi-channel specialty retailer of high quality products for the home. In 1956, our founder, Chuck Williams, turned a passion for cooking and eating with friends into a small business with a big idea. He opened a store in Sonoma, California, to sell the French cookware that intrigued him while visiting Europe but that could not be found in America. In the decades that followed, the quality of our products, our ability to identify new opportunities in the market and our people-first approach to business have facilitated our expansion beyond the kitchen into nearly every area of the home. Additionally, by embracing new technologies and customerengagement strategies as they emerge, we are able to continually refine our best-in-class approach to multi-channel retailing.”
Page 10
Competition
Competition: Restoration Hardware Founded: 1979 Key adjectives: Chic, upscale, classic, heritage Categories: Furniture, lighting, textiles, decor, bath-ware, outdoor and garden
Example of imagery
The entire product line of RH are based on timeless classics which have been updated with a modern twist. By transforming their retail stores into galleries designed and build from the ground up, RH has managed to create another level of retail experience that reflects their brand and products at every possible viewpoint. Successful in positioning themselves as a major player within the luxury furniture market. Luxury is a key words that echoes throughout the entire brand and forms the foundation of their lifestyle merchandising. There’s no doubt that RH have succeeded in establishing a brand that truly radiates luxury. Not solely based on their products price points but in every aspect of their channels of communication. Even though this approach has resulted in a solid market share, potential buyers might be intimidated by a lifestyle they don’t feel a part of. This especially applies to the millennial. Furthermore their design strategy “timeless classics” latches their brand into a certain style and aesthetic. “There’s the thought that everything is moving online, that retail stores are dying and people should shrink or close their stores. I actually think we’re going through natural evolution and shift with a new channel and platform. We’re going to create the next-generation of retail experience—a place that is reflective and harmonious, with cafes and fountains and rooftops. It will be transforming how people will shop because it’ll be a place you’ll love.” Page 11
Strategy
Opportunities: Style
We believe that there’s an opportunity to create a store concept that instead of being limited to a specific lifestyle or the reproduction of one single aesthetic, provide an experience of authentic products giving purpose and quality to the life of our visitors. By not being tied to a theme we can adjust and be aware of our visitors broader needs and wants and meet them on different planes in the different stages of life and in addition limiting the need of going to multiple stores.
Experience
By taking on a product philosophy approach rather than style, we enable a rich and interesting experience supported a diverse range of unique narratives relating to each product line. This broad palette of product stories enables a substantial communication platform that allows to change and adopt new expressions over time. We believe this would separate us strongly from our competitors that often have limited possibilities for genuine storytelling; if the narrative aspect even is utilized in the communication. To leverage this, the idea should echo through every brand touchpoint regardless of it being the in-store packaging and labeling system, collateral in a store restaurant setting or the unboxing experience at home.
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Opportunities
Page 13
Strategy
Page 14
Opportunities
Products
We want to offer relevant products that are practical, easy to match and kind on the environment. With an emphasis on current influences, regardless of source of inspiration we strive to offer products that always are relevant to our visitors. While most ‘aware’ consumers expect sustainability when buying products at a higher price point this quality is little talked about and utilized as an advantage. We also see an opportunity to offer high quality products at a justified price point. By focusing on quality rather than luxury status we believe we can create an open environment inviting a wide range of people that value their own lifestyle over others. Our products should have purpose and in some way add to the quality of life. With a strong quality focus, brand loyalty increase since consumers are provided with products that work rather than being purely decorative. In addition, being a new brand there is an opportunity to create a natural connection to innovation which we believe to be unique in the market. At last, we’ve identified a need for products that are easy to match to both new and existing products. This is beneficial from a financial perspective as well as the possible combinations of how our consumers can express themselves. Along with the expressive element comes an urge for personalization which we believe can be satisfied by high end DIY products.
Page 15
Strategy
Competitor categories
Primary Competitors`
Secondary Competitors Decoration
Secondary Competitors Furniture
Secondary Competitors Kitchen Supplies
Page 16
Competitor landscape
Competitor landscape
Premium Ralph Lauren
Herman Miller Zinc Details
Restoration Hardware Ethan Allen
BoConcept
Pottery Barn
Nordstrom Gumps
Room and Board Simple Human
Sur la Table Heath Ceramics William Sonoma
West Elm Crate & Barrel
Traditional
Modern
Affordable
Page 17
Strategy
Consumer likes
To research before purchase Sustainability Maintaining a healthy lifestyle Memorable experiences Products produced with the finest materials and that offer a level of uniqueness in their design Products with emotional value To remain loyal to brands that works for them, but not afraid of trying new things The experience of shopping New technology, but not an early adopter
Dislikes
Stressful shopping environments Excessive use of material Products that doesn’t work like promised Things that feels mass produced Fads, but appreciates contemporary culture Gender stereotypes Feeling limited, but wants a curated experience Buying for the sake of buying, but treats himself when he feels he deserves it Uninformed purchases, but can be spontaneous if the setting is right
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Key attributes
Key attributes
Functional Premium Progressive Sustainable
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Strategy
Store overview
Parent strong 1. Brand and packaging system
2. Home decor
1. Label name: Contour Label type: Store brand Department: Parent brand
2. Label name: Home decor Label type: Store label Department: Home decoration Products examples: Plates Candle holders Mugs Chopping blocks
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Store overview
Separate brand 3. Essentials
5. Foil
4. Interior care
6. Still
3. Label name: Essentials Label type: Store label Department: Basics/complimentary
5. Label name: Foil Label type: Stand alone label Department: Grocery market
Product examples: Extension cords Light bulbs Fire extinguishers Basic t-shirts
Products examples: Rubs Pastas Quail eggs Juices
4. Label name: Interior care Label type: Store Label Department: Productivity Products examples: Cleaners Polishes Wood oils Cloths
6. Label name: Still Label type: Stand alone label Department: Skincare Products examples: Toners Moisturizers Serums Cleansers
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Contour
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Process journal
Development
Page 23
Strategy
Page 24
Opportunities
Page 25
Development
Page 26
Opportunities
Page 27
Development
Page 28
System
Page 29
Countour Essentials
Contour Concept Store
Parent Strong Brand and Packaging System
Identity
Essentials
Home Decor
Mood Board – Producs & Graphics
Countour Essentials
Contour – Essentials
Platform
Aa
Bold
Contour Essentials ties the store together into one cohesive experience by providing basic products of quality that function as a compliment to the other brands. In addition of being an extension of other product lines, the objects themselves are to be considered stand alone pieces of design striving to make
every day life a bit better through form and function. The visual system consists of several line art graphics that illustrates the product and its use in a naively straight-forward manner. The Essential line has an opening meaning, but for us it’s representative of the narrative of each product line that together form the story of Contour.
Commercial
Suisse Works
Regular
Aa
A B C D E F G H I J K L M N O P Q R S T U V WXYZ a b c d e fg h i j k l m n o p q r s t u v wxyz 0 1 2 3 4 5 6 7 8 9
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Swiss Typefaces
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Countour Concept Store
Dieline - Lightbulb
Dieline - Charcoal
Contour Brands:
Key Adjectives:
Short Form Story:
Competitors:
Target Audience Likes:
Home, Interior Care, Essentials, Still & Foil.
Functional, Progressive, Premium, Sustainable.
An experience where people come to find curated products that tell their own story of meetings between people, materials and cultures.
William Sonoma, Create & Barrel, Pottery Barn and Restoration Hardware
01. To research before purchase, 02. Sustainability, 03. Products with emotional value, 04. The experience of shopping, 05. To remain loyal to brands that works for them.
Countour Essentials
Target Audience
Interior Care
Product Line Information
Separate Brand
Label Type:
Product Line:
Key Adjectives:
Summary:
Food/Deli Skincare
Store Label
Light bulbs, Candles, Batteries, Fire extinguisher, Frames, Light clothing, T-shirt, Crew necks, Pencils, Socks.
Functional, Premium, Progressive, Sustainable
Ties the store together by providing basic compliment products.
Graphic System
Countour Essentials Countour Concept Store
Target Audience Dislikes: 01. Stressful shopping environments, 02. Excessive use of material, 03. Things that feels mass produced, 04. Gender stereotypes, 05. Feeling limited, but still want a curated experience
Contour is a store experience where you can find carefully curated products, each telling its own story of meetings between people, materials and cultures. Forming the store as an exhibition space rather than a conventional retail
Long Form Story
store, enables the housing of a diverse range of contemporary designs. We believe this will cater to todays constant demand for new experiences and styles. In addition it fills a gap in the market where the large stores often are
bound to a specific style and the boutique shops can not provide a holistic experience. Essentially, Contour is driven by an idea that products where form and function meet, also has a story worthy to share.
Contour Home Decor
Contour Concept Store
Parent Strong Brand and Packaging System
Identity
Essentials
Home Decor
Mood Board
Contour Home Decor
Contour Home
Maison Neue
Aa
Light
Contour’s home decor line is the core heart of the store
product nor the designers he solution was to strip the
striving to make good contemporary design available through a selection of functional and timeless products that evoke affection. An integral part in the development
package down to its bare essentials, the product itself, its story and the designer his enabled us to bring the components together into one cohesive system of product
of the isual system was to create a strong and exible
photography, a pared down color coding, and concise
packaging system that never would over-power the
typography.
Grilli Type Foundry
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Countour Concept Store
Dieline - Pasta
Dieline - Mushroom
Contour Brands:
Key Adjectives:
Short Form Story:
Competitors:
Target Audience Likes:
Home, Interior Care, Essentials, Still & Foil.
Functional, Progressive, Premium, Sustainable.
An experience where people come to find curated products that tell their own story of meetings between people, materials and cultures.
William Sonoma, Create & Barrel, Pottery Barn and Restoration Hardware
01. To research before purchase, 02. Sustainability, 03. Products with emotional value, 04. The experience of shopping, 05. To remain loyal to brands that works for them.
Contour Home Decor
Target Audience
Interior Care
Product Line Information
Separate Brand
Label Type:
Product Line:
Key Adjectives:
Summary:
Food/Deli Skincare
Store Label
Chinaware, tableware, kitchenware, glassware.
Functional, Progressive, Premium, Sustainable.
Premium home decor products that all tell their own unique story.
Photography
Contour Home Decor Countour Concept Store
Target Audience Dislikes: 01. Stressful shopping environments, 02. Excessive use of material, 03. Things that feels mass produced, 04. Gender stereotypes, 05. Feeling limited, but still want a curated experience
Contour is a store experience where you can find carefully curated products, each telling its own story of meetings between people, materials and cultures. Forming the store as an exhibition space rather than a conventional retail
Long Form Story
store, enables the housing of a diverse range of contemporary designs. We believe this will cater to todays constant demand for new experiences and styles. In addition it fills a gap in the market where the large stores often are
bound to a specific style and the boutique shops can not provide a holistic experience. Essentially, Contour is driven by an idea that products where form and function meet, also has a story worthy to share.
Contour Interior Care
Contour Concept Store
Parent Strong Brand and Packaging System
Identity
Essentials
Home Decor
Mood Board – Products & Product Environment
Contour Interior Care
Contour Interior Care
Maison Neue
Aa
Light
While all Contour products are made to last, the purpose of the interior care line is to ensure the longevity of functionality and finish he product line offers a wide range of liquids, soaps and waxes taking care of natural materials such as wood, stone and leather.
Grilli Type Foundry
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Maison Neue
Aa
he packaging uses a system of distinct typography iconography, and imagery of the material intended to be treated, creating a simple and intuitive experience for the consumer he aluminum structures communicate the contrast between natural and man-made. In addition, it provide the packaging with a sense of trust and cleanliness.
Light
Grilli Type Foundry
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Contour Concept Store
Dieline - Protection & Stain Remover
Dieline - Oil & Cleaner
Contour Brands:
Key Adjectives:
Short Form Story:
Competitors:
Target Audience Likes:
Home, Interior Care, Essentials, Still & Foil.
Functional, Progressive, Premium, Sustainable.
An experience where people come to find curated products that tell their own story of meetings between people, materials and cultures.
William Sonoma, Create & Barrel, Pottery Barn and Restoration Hardware
01. To research before purchase, 02. Sustainability, 03. Products with emotional value, 04. The experience of shopping, 05. To remain loyal to brands that works for them.
Contour Concept Store
Target Audience
Interior Care
Product Line Information
Separate Brand
Label Type:
Product Line:
Key Adjectives:
Summary:
Food/Deli Skincare
Store Label
Liquids, soaps, waxes and scrubs for home interior care.
Functional, Progressive, Premium, Sustainable.
Cleaners and scrubs for longer lasting products in your home.
Iconography
Countour Concept Store Countour Interior Care
Materials Target Audience Dislikes: 01. Stressful shopping environments, 02. Excessive use of material, 03. Things that feels mass produced, 04. Gender stereotypes, 05. Feeling limited, but still want a curated experience
Contour is a store experience where you can find carefully curated products, each telling its own story of meetings between people, materials and cultures. Forming the store as an exhibition space rather than a conventional retail
Long Form Story
store, enables the housing of a diverse range of contemporary designs. We believe this will cater to todays constant demand for new experiences and styles. In addition it fills a gap in the market where the large stores often are
bound to a specific style and the boutique shops can not provide a holistic experience. Essentially, Contour is driven by an idea that products where form and function meet, also has a story worthy to share.
Still Skincare
Contour Concept Store
Parent Strong Brand and Packaging System
Identity
Essentials
Home Decor
Mood Board
Still Skinncare
Still – Skincare
Sweet Sans Pro
Aa
Still creates skincare formulas completely based on natural ingredients free from artificial additives enabling a product that’s kind to both skin and environment. The wide range of plant derived cleansers, toners and serums are always crafted and filtered by hand before finally being bottled. Once filled, the translucent glass bottles become
Regular
MVB Fonts
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Minion Pro
Aa
the quality assurance for the consumer displaying purity of the formulas. The sense of honesty and integrity is carried on throughout the identity by the use of a simple yet concise typographic system. To evoke the intimacy of the product the white structures are matched with pastel water colors and delicate floral line illustrations.
Medium
Adobe
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean sed dui vel ante gravida fringilla non sed orci. Maecenas sit amet risus blandit, blandit sapien nec, placerat mauris. Nunc molestie fringilla turpis, sed varius tellus molestie
Countour Concept Store
Dieline - Box (Top)
Dieline - Box (Bottom)
Contour Brands:
Key Adjectives:
Short Form Story:
Home, Interior Care, Essentials, Still & Foil.
Functional, Progressive, Premium, Sustainable.
An experience where people come to find curated products that tell their own story of meetings between people, materials and cultures.
Competitors:
Still Skincare
Target Audience Likes: 01. To research before purchase, 02. Sustainability, 03. Products with emotional value, 04. The experience of shopping, 05. To remain loyal to brands that works for them. Target Audience
Interior Care
Product Line Information
Separate Brand
Label Type:
Product Line:
Key Adjectives:
Summary:
Food/Deli Skincare
Private Label
Toners, Powder cleansers, Hydrating Serums, Face oil, Hydrating & Moisturizing cream.
Personal, Raw, Transparent, Honest, Refined, Premium, Curated.
Natural skincare formulas that’s kind to both skin and environment.
Graphic System
Still Skincare Countour Concept Store
Rubdowns Target Audience Dislikes: 01. Stressful shopping environments, 02. Excessive use of material, 03. Things that feels mass produced, 04. Gender stereotypes, 05. Feeling limited, but still want a curated experience
Contour is a store experience where you can find carefully curated products, each telling its own story of meetings between people, materials and cultures. Forming the store as an exhibition space rather than a conventional retail
Long Form Story
store, enables the housing of a diverse range of contemporary designs. We believe this will cater to todays constant demand for new experiences and styles. In addition it fills a gap in the market where the large stores often are
bound to a specific style and the boutique shops can not provide a holistic experience. Essentially, Contour is driven by an idea that products where form and function meet, also has a story worthy to share.
Foil – Food & Deli
Contour Concept Store
Parent Strong Brand and Packaging System
Identity
Essentials
Home Decor
Mood Board – Produce & Environment
Foil – Food & Deli
Foil – Food & Deli
Superior Title
Aa
Light
Contour’s private label restaurant and grocery market Foil aim to provide consumers with a personal, transparent
he importance of the produce origin is signified by abstract graphics inspired by the natural surrounding of
and local food experience. With a curated selection of
each product.I n contrast with the raw nature and to
local produce and freshly prepared food from the restaurant, oil offers a refined alternati e to con entional grocery
emphasize the quality of the products, each package is adorned with the calligraphic word mark and a delicate
stores like whole foods and trader joes.
typographic system.
Grilli Type Foundry
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Superior Title
Aa
Light
Grilli Type Foundry
A B C D E F G H I J K L M NO P Q RST U V W X YZ abcdefghijklmnopqrstuvwxyz0123456789 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean sed dui vel ante gravida fringilla non sed orci. Maecenas sit amet risus blandit, blandit sapien nec, placerat mauris. Nunc molestie fringilla turpis, sed varius tellus
Countour Concept Store
Dieline - Pasta
Dieline - Mushroom
Contour Brands:
Key Adjectives:
Short Form Story:
Competitors:
Target Audience Likes:
Home, Interior Care, Essentials, Still & Foil.
Functional, Progressive, Premium, Sustainable.
An experience where people come to find curated products that tell their own story of meetings between people, materials and cultures.
William Sonoma, Create & Barrel, Pottery Barn and Restoration Hardware
01. To research before purchase, 02. Sustainability, 03. Products with emotional value, 04. The experience of shopping, 05. To remain loyal to brands that works for them.
Foil – Food & Deli
Target Audience
Interior Care
Product Line Specifications
Separate Brand
Label Type:
Product Line:
Key Adjectives:
Summary:
Food/Deli Skincare
Private Label
Fresh produce, meat, chicken, fish, juices, sauces, cheese, cured meats, shell-fish, bread, pastrys.
Personal, Raw, Transparent, Honest, Refined, Premium, Curated.
Private label Restaurant andd grocery market serving high quality food.
Graphic Development
Foil – Food & Deli Countour Concept Store
Target Audience Dislikes: 01. Stressful shopping environments, 02. Excessive use of material, 03. Things that feels mass produced, 04. Gender stereotypes, 05. Feeling limited, but still want a curated experience
Contour is a store experience where you can find carefully curated products, each telling its own story of meetings between people, materials and cultures. Forming the store as an exhibition space rather than a conventional retail
Long Form Story
store, enables the housing of a diverse range of contemporary designs. We believe this will cater to todays constant demand for new experiences and styles. In addition it fills a gap in the market where the large stores often are
bound to a specific style and the boutique shops can not provide a holistic experience. Essentially, Contour is driven by an idea that products where form and function meet, also has a story worthy to share.
Development
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System
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Development
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System
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Strategy
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Opportunities
Page 45
Development
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System
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Contour
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Process journal
Collection
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Strategy Contour
Page 50
Label name: Contour
Label type: Store brand Department: Parent brand
Product lines: Complimentary Home decoration Productivity Grocery market Skincare
Key adjectives: Functional Premium Progressive Sustainable
Contour is a store experience with carefully curated products, each telling its unique story of meetings between people, materials and cultures.
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Strategy
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Opportunities
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Collection
Forming the store as an exhibition space rather than a conventional retail store, enables the housing of a diverse range of contemporary designs. We envision this will cater to today’s constantly changing demand for brand new experiences and styles. In addition it fills a gap in the market where the large stores often are bound to a specific style and the boutique shops can’t provide a holistic experience at the same scale.
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Contour
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Collection
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Contour
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Collection
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Contour
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Collection
Essentially Contour is driven by an idea that products wherein form and function meet, also have a story worthy of sharing with others.
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Contour
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Collection
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Label name: Essentials
Label type: Store label Department: Basics/complimentary
Products ex: Extension cords Light bulbs Fire extinguishers Basic t-shirts
Key adjectives: Practical Simple Complimentary Affordable
Contour Essentials ties the store together into one cohesive experience by providing basic products of high quality that function as a compliment to the other brands.
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Strategy
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Opportunities
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Collection
In addition of being an extension of other product lines the objects themselves are to be considered stand alone pieces of design striving to make every day life slightly better through form and function.
Page 66
Essentials
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Collection
The visual system consists of a line art graphic that illustrates the product and its use in a naively straight-forward manner.
Page 68
Opportunities
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Strategy
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Essentials
The line, or contour if you will, has an open meaning, but for us it’s symbolic of the narrative of each product that together form the story of Contour.
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Collection
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Label name: Home decor
Label type: Store label Department: Home decoration
Products ex: Plates Candle holders Mugs Chopping blocks
Key adjectives: Contemporary Functional Unobtrusive
Contour Home is the heart of the store striving to make good contemporary design available through a selection of functional and timeless products that evoke affection.
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Collection
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Home decor
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Collection
An integral part in the development of the visual system was to create a strong and flexible packaging system that never would over-power the product nor the designer.
Page 76
Home decor
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Collection
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Home decor
The solution was to strip the package down to its bare essentials, the product itself, its story, and the designer. This enabled us to bring the components together into one cohesive system of product photography, a pared down color coding, and concise typography.
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Collection
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Opportunities
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Collection
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Opportunities
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Collection
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Home decor
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Collection
The result is a package design honoring the product while telling its story with clarity and a sense of honesty.
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Collection
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Label name: Interior care
Label type: Store label Department: Productivity
Products ex: Cleaners Cloths Wood oils Polishes
Key adjectives: Practical Trustworthy Functional
While all Contour products are made to last, the purpose of the interior care line is to ensure the longevity of functionality and finish.
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Collection
The product line offers a wide range of liquids, soaps and waxes taking care of natural materials such as wood, stone and leather.
Page 92
Opportunities
Page 93
Collection
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Interior care
The packaging uses a system of distinct typography, iconography, and imagery of the material intended to be treated, creating a simple and intuitive experience for the user. The aluminum structures communicate the contrast between natural and man-made. In addition, it provides the packaging with a sense of trust and cleanliness.
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Collection
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Opportunities
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Collection
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Interior care
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Strategy Contour
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Label name: Still
Opportunities Label type: Stand alone label Department: Skincare
Products ex: Toners Moisturizers Serums Cleansers
Key adjectives: Natural Pure Integrity Intimate
Still creates skincare formulas based solely on natural ingredients free from artificial additives enabling a product that’s kind to both skin and our environment.
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Collection
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Still
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Strategy
The wide range of plant derived cleansers, toners and serums are crafted and filtered by hand before being bottled. Once filled, the translucent bottles become a quality assurance for the consumer, displaying the purity inside.
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Still
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Collection
To evoke the intimacy of the product, the structures are matched with pastel watercolors and floral illustrations.
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Collection
The sense of honesty and integrity is carried on throughout the identity by the use of a simple yet concise typographic system.
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Collection
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Label name: Foil
Label type: Stand alone label Department: Grocery market
Products ex: Pastas Rubs Quail eggs Juices
Key adjectives: Authentic Refined Raw
Contour’s private label grocery market Foil aim to provide consumers with a personal, transparent and local food experience.
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Collection
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Foil
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Foil
With a curated selection of local produce and freshly prepared food from the restaurant, Foil offers a refined alternative to conventional grocery stores.
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Collection
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Foil
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Collection
The importance of the produce origin is signified by abstract graphics inspired by the natural surrounding of each product.
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Collection
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Foil
In contrast with the raw nature, and to emphasize the quality of the products, each package is adorned with the calligraphic word mark and a delicate typographic system.
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Collection
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Foil
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Collection
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Foil
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Contour
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Process journal
Epilogue
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Epilogue
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Documentation
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Epilogue
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Documentation
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Epilogue
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Documentation
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Epilogue
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Documentation
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Epilogue
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Documentation
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Epilogue
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Documentation
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Epilogue
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Documentation
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Epilogue
Team members: Rasmus Nilsson Erik Berger Vaage Jacob Bang Daniel Lindqvist Sewon Chun
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Thank you
Huge thanks to: Michael Osborne Zeynep Enderoglu Moquin Press Sugar Sugar Studio STR/K MVMNT
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Colophon
Cover Stock: Mohawk Superfine Eggshell Ultrawhite 90g Typeface: Maison Neue Print and binding: Moquin Press Photography: The Contour gang Zeynep Enderoglu Team members: Rasmus Nilsson Erik Berger Vaage Jacob Bang Daniel Lindqvist Sewon Chun
Š 2016 All rights reserved Sewon and the gang