Brief 10 : Being
Level 6
|
Brief 10 : Being
Module : 0UGD603
|
Eve Warren
Board 1 : Initial Inspiration & Research
Level 6
|
Brief 10 : Being
Being is a new high street destination where technology meets the retail space. Simple, minimal and unassuming, Being combines food, apparel and homeware within one lifestyle brand. We looked at technology that no doubt will likely exist in retail setting in the near future.One example is the microsoft pixel sense and other sensery apps that being built in Japan. On the other spectrum we looked at developing the visual side of the brand. We focused on natural materials and explored a visual range of textures inspired by nature. We also explored simplistic typography that reflect the requirements of the brief, developing a brand that is honest.
Module : 0UGD603
|
Eve Warren
Board 2 : Initial Development
The name ‘Being’ initially came from exploring natural and human elements that could be focused within a brand. We needed a logo mark therefore we explored serif typefaces that reflect heritage but were also gender neutral. The exploration of textures continued as we explored earth imagery that enabled us to manipulate and create patterns. We then went on to list a possible product range and started to mock up visuals in order to keep the collaboration between Tom and myself on track.
Level 6
Module : 0UGD603
|
Brief 10 : Being
|
Eve Warren
Board 3 : Design development
After testing out a range of ideas we felt that we still had not achieved the natural look we originally planned. We decided to move away from the textured patterns as they were leading us down an obvious done to death route which to me also looked quite grungey. A look that was not intended. Instead we explored materials and paper stocks that enabled us to create a branding with natural aesthetics elements through the use of recycled stocks rather than applied digitally. Whilst Tom designed the app I produced all of the printed ephemera through the use of embossing and screen printing. The required making a copper plate and mixing colours by eye. We also produced a box for our brand guidelines, investing in some book cloth to make it extra special.
Level 6
Module : 0UGD603
|
Brief 10 : Being
|
Eve Warren
Board 4 : The App
Tom designed a series of wireframes that developed the user interface and specific features that he intended to capture in our video. These features included ordering food to browsing through the clothing and homeware onlines stores. Tom then animated the designs later in after effects. In order to demonstrate how the resturant is enhanced by a digital experience we decide to film the video in a local coffee shop. Together we devised a story board which depicted each of the elements of the app to help demonstrate our concept.I made it my aim to draw the story board as clear as possible as it was my job to film the video, so I needed to stick to a plan as we only had a limited time in the coffee shop.
Level 6
Module : 0UGD603
|
Brief 10 : Being
|
Eve Warren
Board 5 : Video
Level 6
|
The day of the filming went very well. With guidence from the story board I filmed the app in context in the local coffee shop. I filmed each scene from an array of different angles that enabled me later to create some interesting cuts. I played with light and dark, birds eye view angles and close ups of hands working the app. To help break up the video I shop scenes of the cafe, to give the video a personal touch.
Brief 10 : Being
Module : 0UGD603
|
Eve Warren
Board 6 : Print
Level 6
|
As part of the being brand a range of printed emphemera was produced to both promote the brand and to be used in store. The printed products are centred around the use of grey and green. Many of the printed products have been duplexed together to make use of the stocks of the brand. A contrasting navy blue has been used to screen print across a range of stocks. The wax stock also made a perfect material for embossing achieving great results. Not only did we explore print techniques, we crafted a box to place in our brand guidelines, we covered it with a textured grey bookcloth and lined it with green card to match the branding.
Brief 10 : Being
Module : 0UGD603
|
Eve Warren
Board 7 : Print
Level 6
|
The range of products demonstrates the versitility of the brand and its ability to be carried across a range of formats and media. The stocks that form the brand identity also prove to be an adaptive set of materials which can be expanded to be used in and out of the store setting. Below shows our clothing tags we produced of how branding can be applied to the clothing ware side of the brief.
Brief 10 : Being
Module : 0UGD603
|
Eve Warren
Board 8 : User Experience
Level 6
|
Brief 10 : Being
The Being application is the centre of the retail experience in the Being stores. The concept for the store is that food and drink will be subsidized enabling the brand to make money from online purchases made from the ipads. At every table in the cafe area, the ipad brings the Being brand to the customers fingertips. From the ipad customers can browse the menu and place their oders to be cooked. During there visit the ipad allows customers to browse the online store freely as a communal and social activity. The app experience is simple and easy to navigate by simply sliding or pushing through various menus/ store content.
Module : 0UGD603
|
Eve Warren