LMA Brand Design by hi-pe.at / martin foessleitner

Zīmolu Dizains Brand Design 21

Dizaina nodaļa Funkcionālā dizaina apakšnoza

Dizaina nodaļa Zīmolu dizains / Martin Foessleitner, Funkcionālā apakšnozare Ervins Pastors, dizaina Matīss Zvaigzne Funkc.diz. Maģistru2.kurss, 2. kurssInt.diz, Graf.diz, Produktudiz. + 6 Erasmus studenti Dec-2021 Autore: Sintija Mieze

Sociālā dizaina un informācijas dizaina kurss Sociālais dizains: prof. Barbara Ābele

JANIS OZOLINSH

Anete Krastiņa Līva Firleja Elīna Pavlova Jānis Kokarevičs

LMA 2021

01.12.2021.

What? During our LMA Brand design lectures, we had to create a brand form start to finish, taking into consideration the name had to be Janis Ozolinsh (a very typical Latvian name) and the company had to make something with bicycles.

Problem Dark seasons increase more accidents on the roads, especially for cyclers. During autumn and winter months, the Baltics as well as the rest of Europe stay dark most of the day, for that reason cyclers can’t be seen well, which causes accidents.

Key factors We had to fit into and follow 3 key factors, to create Jānis Ozoliņš brand, which were:

Premium bicycle seller

Dealer network

Baltics and Europe

Legacy Our name and our brand dates back to the 1950s, when a bright, young man Jānis Ozoliņš found joy in crafting astonishing bicycles for the people. Today we are honoured to continue his legacy providing people with top tier products.

Values We stand for your safety, offering top quality, classic and outstanding sollutions to avoid unpleasant accidents on city streets.

Well experienced Our brand started in 1950 in Riga, Latvia. Since the beginning Janis Ozolinsh was a dedicated bicycle design innovator, he started with a small bicycle shop and manufacture, designing his own bicycle designs and offering bicycle repair. He was inspired by the urban lifestyle of the 1950s' and he was a bicycle enthusiast himself. He focused on how to make bicycle user daily life more safe and comfortable, how to make the bicycles more visible in the city by adjusting lights to each bike. Since 1965 he started to use led lights. Janis approach to client feedback and communication was what made him stand out in bicycle market, every customer's' need was always met. Ozolinsh bicycle shop is very design oriented from the first day, he valued quality over quantity and he believed that every customer can help the brand grow in the best way possible. Since then a lot has changed but our qualities and values stayed true to our core. Janis Ozolinsh bicycles started to expand into USSR and are now sold throughout the whole Europe and Baltics, since then these bicycles were known to be the safest bikes to use in the dark. Now Janis Ozolinsh bicycle seller has a new design approach on how to make these bicycles even more visible and how to do it with style.

Light it up! When it comes to you, we can assure Janis Ozolinsh will provide the safest cycling experience by offering the highest quality products and the best possible service. We're happy to share our passion for cycling, safety and for being very stylish with you.

Target audience Primarily citizens of the Baltic states, aged 25-50, who live in the city, use bicycle as a transport daily. Middle and upper class. Stable income. Has at least a bachelor’s degree. Like social gatherigns. Active IT users.

JO Bike In the past, finding the best lightweight bike has been the sole requirement for a city road cyclist when buying a new bike. We have managed to make one. It's only 6,8 kg light and by improving aerodynamics and ride quality without increasing weight, it's more enjoyable to ride, easier to own and faster over flatter terrain. Bike maintains the glorious pedalling efficiency, low weight and razor-sharp handling, but dropped seat stays increase comfort and hydraulic disc brakes bring improved braking control and tyre clearance. Not only the lightweight and speed is what is special about this bike but the manual

mechanism which start to work when the user has started the ride. The neon type lights are built in the frame, so its modern and safe - others can see the bike on the dark road at night at least 1 km away. If you're looking for a world-class bike that brilliantly blends weight, aerodynamics and efficiency, Janis Ozolinsh is a bike you should consider every single time.

Thieve proof Shining bright like a diamond could attract some unwanted attention, so we’ve got you covered – an app, that lets you be in control: lock and unlcok your bicycle, change the brightness of the light, as well as see the mileage you’ve driven and your current location.

To do so: #01

Purchase one of Janis Ozolinsh bicycles

#02

Download the App (App store / Google play)

#03

#04

Configure settings to your liking

#05

Light it up!

Logotype

Lines

JANIS OZOLINSH Light it up!

Tagline

Light it up! Tipografika

Futura ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890[(.,;?!)]

Avenir

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890[(.,;?!)]

Krāsu palete

O O O

Inspiration Light and darkness interaction, organic movements, soft gradients, busy streets, illuminated environment, eye catching.

Legal dealers We as a brand value the artistic approach to introducing bicycles to our new customers. The first impression matters. We feel that there is no better way on how to test a bicycle, then by actually having a ride with it. There for our dealer network stores would be spacious, and the interior would accent the bicycles' innovating lightning system.

Legal dealers Suitable dealer shop - interior that compliments JO well crafted bicycle design. A dealer shop where out audience visit the most, such as a concept store, coffee shop and premium bicycle shop. Concept stores always have an unique interior, are minimal with strong features. Also our dealer store or coffee shop should be very specious so that there is a place where to hang the bicycle by the wall and also a place where the customer can test the bicycles amazing LED light mechanism.

Our concept for the interior would be dark walls, dimmed light or a very high contrast lightning differences in the store. A clean design interior, where there aren't too much details or colors. The bicycle would be placed in standing position for the ''ride'' test, and on the wall, where the bicycles wheels would spin all the time, so that the bicycle lights up.

How to purchase our bicycles? Very simple. Janis Ozolinsh bicycles can be purchased on our web store janisozolinsh.com, which comes with free shipping. OR in some of our dealer shops in Riga, Vilnius and Tallin. If you want to add more magic you can order a customized bicycle via Yanis Ozolinsh website.

Advertisement 1. Instagram & Facebook Main communication channels to inform and interact with the audience. More control over the advertising.

2. Tik Tok Time is money. Short and witty ads following certain trends could lead to a better brand image and set a clear tone.

3. Billboards Billboards could emphasize the key component of the product – light. A printed billboard with a real LED light installation.

4. Word of mouth Eg. Persona arrives at an event, during the evening P mentions the bike, then talks about it, maybe even suggests others to try it out.

5. Product placement Place demo/replica bikes at information knots to seemingly create a fake illusion of people transfering to the new product.

Eliška Pospíšilová | Lola Ghysels | Una Dakne | Daniels Satalovs 2021

RĪGA - KOBE

Brand Story 2

Consistent identity RELIABLE | LASTING | UNIQUE A modular bicycle with different parts that all fit on the same frame. You can go as low-cost or high-cost as you wish with the compositionof the bike. The flagship store is based in Kobe, Japan- a twin-city of Riga. We believe in long lasting and sustainable design in order to achieve this goal everyone must be a part of the design process.

We believe that a product only gets as good as the purpose. And in this case the purpose is to connect, educate and embrace people and the community that they live in. What matters most to us is trust and we try to do everything to built that trust. The Issue

I enjoy riding my bike around all sorts of terrains like mountains, woods, and city but one bike won’t be enough for me to fully enjoy my ride, so I came up with an idea of a bike that is modular and is made out of separate parts that you can easily change. The second major issue that I had with traditional bikes was the cost for spare parts and how complicated it was to change them, total mayhem, but the biggest issue is the time spent waiting to get your bike is unsufferable. So I decided to make a very simple bike with spare parts that are always available for order. The biggest advantage is that you can easily fix the bike yourself.

Brand Story

5 About Jānis Ozoliņš Janis worked in small bike shop in Riga. One day a nice japanese girl came in and both of them find sympathy in each other. After few years of dating they decided to move together in Kobe, town close to Osaka. Kobe is beautiful town, but moving is hard. Both of them were newlyweds. Life can be sometimes hard for young people mostly when it comes to finances. Both of them were living in small flat with limited space.

Brand Story

6 Travelling can be done by public transport, because cars are expensive and we are not even speaking about parking lots. Janis wanted to keep himself healthy and explore Japan with bike. Another problem was that good quality bike can cost a fortune. And in his surroundings weren´t any good bike shop. He saw this as opportunity. It´s hard to find a hole in the marketplace. Also reach to your childhood dream. “One day I will have my own bike shop, where people can communicate with others and make new connections. Be like a family.”

Brand Story

With this on his mind he went to his father-in-law for help and consultation, because Akira Kobayashi was manager in well-known company for more than 30 years. In the end Mr. Kobayashi borrowed money to Janis, so he could rent small studio in Kobe. With trust of his wife, family and his friends who were supporting him from Riga, Janis started to work on his dreams hard. In one month Janis and few new friends renovated studio into the nice and spacious looking workshop place.

Brand Story

8 Start itself was slow but with time and satisfied costumers, rumours started to roaming around. Rumour how service is great and friendly, how bikes are affordable and how the owner of the store is taking picture of every costumer that comes here. “With persons agreement I take picture of them and then place it on the wall. When they come back, they can see how much everything changed. How much they changed, how much their kids grown. In every family are photo albums and the same thing comes to that wall. No matter how much this store changes, stories which happened here will never be forgotten.”

Brand Story

This workshop is not just about bikes, bikes are just a product. It´s about experiences, emotions, friendship, family and life itself. So go and live as much as you can!

Brand Identity 10

RĪGA - KOBE

11 Type Helvetica Neue BOLD ABCDEFGHIJKLMNOPQRSTUVWZ abcdefghijklmnopqrstuvwz Helvetica Neue LIGHT ABCDEFGHIJKLMNOPQRSTUVWZ abcdefghijklmnopqrstuvwz Sastoshi LIGHT ABCDEFGHIJKLMNOPQRSTUVWZ abcdefghijklmnopqrstuvwz

Store/ Workshop 12

Store/ Workshop

The big, transparant doors at the create a barrier-free entrance. It also welcomes the people and when closed it is still inviting for passers-by. It is also a reference to the open spaces common created in Japanese houses.

Store/ Workshop

Workshop studio where you can make and compile your bicycle, like you are the designer. Every piece fits onto eachother.

Store/ Workshop

Website

Social Media 22

To be more connected with bike rider comon, brand is sharing with news in social media platforms. By sharing brands local happenings people is invited to join brands way of living.

Social Media

Patrīcija Jolkina, PatrīcijaArtis Jolkina, Opmanis, Artis Opm Aleksis Trops, Isabelle Aleksis Trops,Fritsch Isabelle Fr

Concept Concept OZO OZO is aisbicycle a bicycle company company thatthat supplies supplies Tokyo Tokyo withwith rentable, rentable, nature nature friendly friendly andand affordable affordable bicycles bicycles OurOur tasktask as a asteamwork a teamwork waswas to create to create a visual a visual identity identity withwith a sustainable a sustainable andand a corresponding a corresponding logo logo

Logo Logo

OZO OZO bicycles bicycles hashas a special a special mark mark thatthat allows allows to recognize to recognize them them - a green a green wheel wheel

TheThe company company name name OZO OZO is is shaped shaped in an in abstract an abstract bicycle bicycle form form

Typeface

Poppins Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !?#%&$€@{(/)}

Poppins Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !?#%&$€@{(/)}

Colorpalette palette Color

Nature Nature Growth Growth

Stability Stability Practicality Practicality

#8EBF22 #8EBF22

#F5F4F4 #F5F4F4

Power Power Functionality Functionality

Safety Safety Cleanliness Cleanliness

#1D1D1B #1D1D1B

#FFFFFF #FFFFFF

APP The app is needed to rent the bike

You can register, look for closest bikes in the map, scan codes on bikes to rent and learn about workshops

Start

Workshops

CUSTOMER JOURNEY

1 Person finds the OZO bicycle It’s easy to recognize it for it’s green tire

3 Through the app the person scans the code and it unlocks the bike

2 Person installs the OZO app

4 Safely goes to the destination and locks the bike

LOCK

MORE THAN A SHARING PLATFORM OZO-Bicycles is opening it‘s second location. Okinawa, Japan.

OZO OKINAWA

After the success of the young brand „OZO“ in Tokyo, Japan, a second location will open in two weeks. Okinawa, Japan. The process of the brand „OZO OKINAWA“, the concept and the visual design is shown in the following pages. Publisher: Isabelle Fritsch Group: Aleksis, Patricija, Artis, Isabelle

Content

About OZO

Concept

Main focus– Accessibility

Touch Points App Trademark Loyality program Seminars

9 9 10 11 12

Testing phase

Implementation– OZO OKINAWA

About OZO

Sharing instead of owing. OZO offers a new way of living in a city. And more. Explore the personal contact, workshops and become a part of the whole concept. Next to the advantages of a sharing platform for bicycles, OZO offers a personal contact. The maintance of the bicycle of OZO could be seen by the customer, which encourages them to trust the brand trough workshops and seminars. They are always for a special target audience or special topics like childrens/seniors or riding by night/rain... OZO OKINAWA also offers the possibilty of group memberships for schools, kindergarten or private groups.

WORKSHOP & STORE Motobu, Kunigami, Okinawa 905-0211, Japan

WORKSHOP & STORE Ginowan, Okinawa 901-2225, Japan

OZO OKINAWA

Concept

Renting-service for bicycles Single rides or membership. Accessiblilty Regarding finacial possibilities, space at home, ability to ride a bicycle, time, living sustainable. Workshop and store Repairing broken bicycles is included in the service, personal contact, shop with cycling equipment, tea and coffe, meeting point for customer. Active part of the concept Bring broken bicycles to the workshops and get a discout or upcoming rides/membership a coffee or tea. Seminars Member of OZO can participate in seminars regarding the target group (safe by night; seniors/children by bike) Cooperations Due cooperations with schools, OZO OKINAWA enable all children, no matter how much money or space the family have, to learn riding by bicycle and have access to a good working one.

Accessibility

The main focus is on accessibility. OZO sees four perspectives of this word. It‘s accessible because the bicycles are all over the city; Most people can afford a single ride or membership instead of buying a expensive bicycle. The app avoids complications and offers an simple access trough a user friendly interface. Moreover it is space saving. Most people in Okinawa don‘t have the private space to lock a bicycle safely. And last but not least, OZO OKINAWA is working together with national institution to not exclude anyone.

Touchpoints

THE APP combines all functions, gives information about the services and allows to get in contact with the people behind OZO OKINAWA easily.

THE TRADEMARK is the green wheel of OZO OKINAWA bicycles. In this way you can recognize them from far away.

THE WORKSHOP AND STORE is a meeting point for customer to get in personal contact with the persons behind OZO OKINAWA and be an active part of the whole concept.

SEMINARS about different topics regarding riding by bike and customized to the special target audience, as seniors, children or advanced people.

Testing phase

The process so far was summarized in a magazin to show it to five different persons. In this way OZO OKINAWA got new impressions and approaches.

Interviews

During the interview we got a lot of helpful comments to develop the brand. Especially the idea of cooperations with schools and kindergarten will be implemented.

Implementation

COOPERATIONS as new service, OZO OKINAWA offers the possibility to get a group membership for schools, kindergarten or private groups.

VISUAL changes are the typeface and the photos. Moreover it‘s mentioned in the app, who are the persons behind the brand OZO OKINAWA.

Sara Goi Izaro Irastorza Elena Bernocco Mihails Sidorins

Jānis Ozoliņš

who are we: • We are 4 guys with the passion for the bicicles. We founded the Jānis Ozoliņš company in 2021. • We are a

B2B

• and we are located in the center of

Baltic States. We work in the bicicle sector Riga, in the

•

• and our mission is to create high

quality

items which allow us

to improve your performances in delivery.

Sara

Izaro

Elena

Muhaulus

the customers • B2B we are a B2B and our clients are big companies of delivery, we don’t sell to singular users. • people our product is thought for the wellness of the singular employees. It becames, in this way, a bridge between the big and often unsensitive companies and the workers who often have to manifestate for their rights.

the product

• gloves we thought and created a professional pair of gloves for food delivery comapanies of Baltic States as Bolt and Wolt. We want to help them to improve their service both from an image and service point of view. 4

main problems... • cold in winter period the Baltic States are a really cold place, in winter temperature can arrive till -20° but riders never stop to work and to ride their bicicles. • lack of security on the road the continous put and remove of gloves to check the right road on the phone is cause of many road accidents.

...furthermore • Thanks to the fieldwork we discoverd that the problem isn’t only on the bike. Every time they have to pick up an order or declare to have delivered it, they need to manage the phone and this means that they have to take off the gloves.

ADD PHOTO BICI

companies image • delivery is a face to face work between the rider and the client. The hand plays a foundamental role not only in riding the bicicles but also in delivering the package at the door of the client. It is fully exposed in front of the customer. And here there is a spontaneus question: WHY DELIVERY COMPANIES PROVIDE JACKETS AND BACKPACKS BRANDED BUT DO NOT GIVE THE SAME IMPORTANCE TO THE GLOVES?

...furthermore • good working conditions of employees are noticed by customers and this helps to increase the quality of the service.

what we offer:

1 2 3

finger touch it allowed you to use the phone to manage the orders. vibration it will indicate you the right direction without taking hold of the phone, reducing the risk of accidents. black color the color that never gets old and easily combinated with each delivery company’s identity.

app the ability of the gloves to vibrate and to indicate the right direction works thanks to the app which was created with them. The riders can select on the app the destination at the beginig of the ride, he will recive vibration on the right or left hand depending on where he has to turn to complete the route. Furthermore the application has a built-in thermometer which indicates the current temperature. • bluetooth thanks to it gloves and application are connected. • google maps the application is based on the maps provided by google maps system. • ergonomics the application is made up by large buttons and sliders to be easy to handle with glovesindicates. 12

users manual with the box, the users will receive a users manuel. It has a square shape which perfectly fits with the box. We did’n think at a smaller format because the product is really userfriendly so you need to read the instruction just one time. • download you can download the app from App Store or Play Store. • on/off pressing to the indicate button you can switch on/off the gloves. • bluetooth searching JO you can connect phone and gloves.

Connect them to your phone by bluetooth searching JO

Search for your destination in the map of our App and you are ready to go!

HOW DO YOU USE OUR GLOVES? Follow the instructions:

Download the APP for free in your App Store or Play Store

Switch on the gloves by pressing the boton

The gloves that takes you to your destination in the safest way. Follow the vibration in your gloves to turn right and left, so you don’t need to check your phone. Just turn right when your right hand vibrates and the same the other way.

unboxing the unboxing is an important moment since is the first moment in which the user makes contact with the product. • quality we decided to make evident the quality and the value of the product choosing a refined and fancy packaging. Thinking at the stereotype of the rider, this will be something new that will make them fill loved. • text a small letter explanes the reason why they recived this products, thanking for their hard work too. • gadget a carabiner is added to the gloves. It allowes you to bring with you the gloves while you are not riding the bike. Furthermore, the carabiner creates a link with the sportive Columbia brand. 16

parternship the gloves are realized in collaboration with Columbia brand. • belief we chose this brand because we believe in its belief. Columbia protects workers’ wages and benefits and it has a subsidiary that oppose forced labor, child labor, harassment or abuse, promoting also non-discrimination, freedom of association. • quality it is one of the leader companies in outerwear and sportwear. • black since the decision to make a quality product with expensive materials, we decided to economize the production creating gloves in a single color, black.

Dizaina nodaļa Funkcionālā dizaina apakšnoza