“When we heal the earth, we heal ourselves.”
Contents What is Gaia?....................................................................... 2 Concept Sketches & Inspiration....................................... 3 - 6 The Design.................................................................... 7 - 10 Examples..................................................................... 11 - 12 Packaging........................................................................... 14 Benefits.............................................................................. 15 Logo............................................................................ 16 - 19 Typography................................................................. 20 - 24 Colour Scheme................................................................... 25 Marketing Concept............................................................. 26 Thank You........................................................................... 27
Concepts & design Š Jonathan Key & Design is Key
www.designiskey.com
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What is Gaia? Gaia is the first truly portable cup holder, it encourages both a healthier lifestyle and a sustainable way of living. What makes Gaia stand out is it’s beautiful design. Not only is it attractive, but it’s ease of use makes adopting Gaia into your life simple. Gaia is lightweight, flexible and best of all, good for our planet.
Concepts & design © Jonathan Key & Design is Key
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Concept Sketches & Inspiration
Concept Sketches
Concepts & design Š Jonathan Key & Design is Key
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Concept Sketches
Concepts & design Š Jonathan Key & Design is Key
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Left to right: (1) Steel Cord with Beam Core, plastic coating protects surfaces (2) carabiner/rock climbing clip (3) Keep Cup (4) Steel Spring Concepts & design Š Jonathan Key & Design is Key
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The Design
This is Gaia
Concepts & design Š Jonathan Key & Design is Key
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Gaia Gaia is composed of 4 primary parts: 1. The spiral (spring) body, which can be tightened or loosened to hold different sized bottles and cups. It collapses flat for easy storage when not in use. The interior of the spring is created from a steel cord, whilst it’s exterior is made from rubber silicone. The rubber can be customised in a range of colours for personalization and branding. 2. The hook makes it simple and quick to attach to your bag’s strap and there is no damage or additional parts to install for use. Simply hook and lock with the clip. 3. The steel clip (carabiner) is strong and twistlocks Gaia securely to your strap. 4. The dial twists to tighten or loosen the spiral whilst doubling as the base.
Concepts & design © Jonathan Key & Design is Key
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Dial The dial has 2 indents on opposite sides to make twisting easier. Every dial has the Gaia 'spiral' logo on the bottom.
BOTTOM
TOP
SIDE
SIDE Concepts & design Š Jonathan Key & Design is Key
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Gaia hooks onto any bag strap Concepts & design Š Jonathan Key & Design is Key
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Gaia is available in various colour combinations and can be personalised/branded for businesses or promotional purposes. Concepts & design Š Jonathan Key & Design is Key
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Packaging
Packaging Gaia tightens to a minimum of 5.5cm in diameter in it's collapsed, portable form. We can take advantage of this feature by making the packaging a bottle. It isn't just for looks, it’s reusable. The bottom twists off so you can easily take Gaia out. Twist the bottom back on and you have a functional bottle to use with Gaia straight away. Gaia is a new concept. By packaging both the bottle and Gaia, customers can visualise and understand it’s function better In addition, Gaia is sold separately in recyclable cardboard cylinders.
The bottle design is inspired from the traditional meaning of Gaia: The Earth Goddess.
Concepts & design © Jonathan Key & Design is Key
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Benefits If Gaia is adopted, the amount of waste we create each year will drop drastically. Convenience is key. 90% of us do not drink enough water and suffer from chronic dehydration, leading to a number of health problems. Having a drink that you can see and easily store on the go will get people drinking more, thus promoting a healthier lifestyle. • Gaia is an idea that is ‘simple in nature, yet the ripple effects could actually have a significant effect beyond the device.’ It's a truly green product, from the packaging to it's philosophy and design.
Concepts & design © Jonathan Key & Design is Key
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Branding
Gaia: Multiple Meanings When choosing a name for the product/brand, ideally it should explain what the product does and tell a story. More importantly, it should be memorable - and this is why we chose the name 'Gaia.' 'Gaia was the primordial Earth-goddess in ancient Greek religion. Gaia was the great mother of all' 'The Gaia theory, proposes that all organisms and their inorganic surroundings on Earth are closely integrated to form a single and self-regulating complex system, maintaining the conditions for life on the planet.'
Concepts & design Š Jonathan Key & Design is Key
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The Logo
The logo represents the Gaia's spiral design and the ripple effect it creates by encouraging a sustainable way of living. The logo fits inside a circle, which makes a perfect fit for branding on Gaia's dial and bottle cap. This allows a strong, consistent, yet minimal branding. In addition, the spiral could be used as an eye to create lively character's for a great marketing campaign.
Concepts & design Š Jonathan Key & Design is Key
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Primary Logo Placed alone or inside a white or black circle.
Secondary Logo In cases where the primary logo is not appropriate.
Concepts & design Š Jonathan Key & Design is Key
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Typography Gaia is a unique product, therefore it needs both a unique logotype and typography to further spark the customer's curiosity and represent our brand. It should say: 'Here is something special and it needs to be seen.' It should also reflect both the product and it's use. Here are 3 examples:
Gaia Memoriam Pro
Minion Pro
Futura
I love the elegant and 'leafy' feel
Minion Pro appears to be a good
A modern, sleek and clean font. It
of this font. It's high class look
choice because it's feels natural
complement's Gaia's spiral design
would work well to represent Gaia's
and very human. The slight curved
by implying simplicity from it's
premium quality design but it's thin
drop of the 'a' and variation of
geometrical form.
lines make reading at small sizes
width is welcoming.
Gaia
Gaia
difficult.
From studying the relationship of these different fonts, several visual analogies ideas appear...and form a logotype
Concepts & design Š Jonathan Key & Design is Key
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Concepts & design Š Jonathan Key & Design is Key
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The spiral is represented visually through the 'G's swish.
The letter forms feel smooth, modern and the negative spaces look like leaves and waves.
Concepts & design Š Jonathan Key & Design is Key
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The logotype is unique, memorable and most importantly, legible when scaled down to a small size.
Concepts & design Š Jonathan Key & Design is Key
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Gaia
Gaia
Avenir
Sabon
Avenir is used as Gaia's primary font. It is clean,
Sabon is used as Gaia's secondary font, used in cases
modern and welcoming. Similar to Futura yet
where a sans-serif font wouldn't be appropriate or
with a more human side.
to add rhythm and texture when reading. It is very human and acts as a nice contrast to Avenir.
Avenir
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Sabon
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Concepts & design Š Jonathan Key & Design is Key
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Colour Scheme
PANTONE UNCOATED BLACK
PANTONE DS 325-9 C
PANTONE DS 275-1 C
C : 0 Y : 0 M: 0 K : 100
R : 0 G : 0 B : 0
C : 0 Y : 0 M: 0 K : 3
R : 246 G : 246 B : 246
C : 100 Y : 0 M: 100 K : 10
R : 0 G : 152 B : 74
Concepts & design © Jonathan Key & Design is Key
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Marketing concept. Concepts & design Š Jonathan Key & Design is Key
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Thanks for taking the time to read my concept and design for Gaia. A special thanks to James Leal-Valias for mentoring me throughout the project and to my friends and family who support and encourage me to pursue my dreams. If you'd like to contact me, you can find me here: {web} www.designiskey.com {email } contact@designiskey.com {shop} www.jayki.me
Concepts & design Š Jonathan Key & Design is Key
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