Graduation Project 2020
1
“Our life is our story, and the adventure ahead of us is the journey to fulfill our own purpose and potential.” – Kerry Washington
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Pandit Lakhmi Chand State University of Performing and Visual Arts Rohtak, Haryana (A State University established under Haryana Act No. 24 of 2014) (Sector – 6, Rohtak, Haryana -124001)
GRADUATION PROJECT Student : Komal Verma Programme : B.Des (Lifestyle Accessory Design) Sponsor : INDIBNI PVT. LTD. (Jaipur)
Mentors Mrs. Rashmi Nandal
Mr. Akhilesh Panwar
(Academic: Assistant Professor)
(Industry: Design Manager)
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Copyright © 2020 Student document publication meant for private circulation only. All rights reserved. No part of this document will be reproduced or transmitted in any form or by any means including photocopy, xerography, photography and videography recording without written permission from the publisher, Komal Verma, Indibni Pvt. Ltd. & Pt. Lakhmi Chand State University of Performing and Visual Arts. All illustrations and photographs in this document are Copyright © 2020 by respective people/organisation.
Edited and Designed by Komal Verma komalverma29797@gmail.com
Processed & published at Pt. Lakhmi Chand State University of Performing and Visual Arts A State University established under Haryana Act No. 24 of 2014 Sector – 6, Rohtak, Haryana -124001
www.plcsupva.ac.in
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Preface
As part of college curriculum the Graduation semester students are required to undertake a Graduation project with a client organization from Industry. The Graduation Project comprises a comprehensive project based on predetermined design brief. The project duration can be from four to six months. It is a complete demonstration of independent client service by the student under the guidance of expertice from the industry and faculty guide.During the course of Graduation project student undergoes the entire process with applications and practical implementation capabilities. My sponsor is Indibni Pvt. Ltd. The Project focuses on two different collection for Kids section and Corporate Office. Each collection have a different story, approach and limitations as per the current trends, market need and manufacturing capabilities.
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Acknowledgement
The success and final outcome of this project required a lot of guidance and assistance from many people and I am extremely privileged to have got this all along the completion of my project. All that I have done is only due to such supervision and assistance and I would not forget to thank them. First & foremost I would like to thank PLCSUPVA for the wonderful learning opportunities it has provided me over the period of 4 years. I want to express my deepest gratitude to head of the department Mr. Sudhir Kumar Tiranga, department faculty Mrs. Shefali Yadav, Mr. Satish Ranga and my academic mentor Mrs. Rashmi Nandal who supports & guide me in every step i have taken into the journey. I would like to provide my special thanks to Mr. Nitin Jain & Mr. Ankit Jain for providing me an opportunity to participation & completion of the project work at Indibni Pvt. Ltd., Design Manager and Industry mentor Mr. Akhilesh Panwar for giving all support and guidance, which made me enjoy and finished the project duly. I owe my deep gratitude to entire design team Mansi Panwar, Shailesh Saini, Shristi Aggarwal, Ritu Singh, Ayush who helped and guided me all along, till the completion of our project as a brilliant team. I am thankful to and fortunate enough to get constant encouragement, support and guidance from my family & friends Shivangi Gera, Simran Bansal, Avinash Singh which have been my constant moral supportersduring the whole project time span. Also, I would like to extend my sincere esteems to the place and the people of Jaipur. Its been an amazing learning and memorable perior of whole lifetime. Thankyou to all.
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Certificate
It is certified that work presented in the dissertation on designing Desktop accessories for Indibni at Jaipur, Rajasthan, India being submitted by Komal Verma to Department of Lifestyle Accessory Design, Pt. Lakhmi Chand State University of Performing and Visual Arts, Rohtak, Haryana, India for the award of degree of Bachelor of Design in Lifestyle Accessory Design for the batch of 2016 – 2020 has been carried out under my guidance. The results reported in this dissertation have not been submitted to any institution for the award of any degree ever.
Sudhir Kumar Tiranga HOD / Incharge Department of LAD PLCSUPVA Rohtak, Haryana, India
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Declaration
I do hereby declare that the work presented in the Graduation Project Report submitted to Department of Lifestyle Accessory Design, Pt. Lakhmi Chand State University of Performing and Visual Arts, Rohtak, Haryana, India for the completion of Bachelor of Design in Lifestyle Accessory Design (2016 - 2020) is original and has been carried out under the guidance of Mr. Sudhir Kumar Tiranga who is the Faculty of Lifestyle Accessory Design at Department of Lifestyle Accessory Design, Pt. Lakhmi Chand State University of Performing and Visual Arts, Rohtak, Haryana, India. The work is designed and developed by me for Indibni Pvt. Ltd. from January 2020 to April 2020. The document contains content from Google and some Company Documents which are used for research. It is published for reference purpose only. The results reported in this dissertation have not been submitted to any institution for the award of any degree ever. Komal Verma Lifestyle Accessory Design (2016 - 2020) Department of Lifestyle Accessory Design PLCSUPVA Rohtak, Haryana, India
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Evaluation Sheet
The Evaluation Jury recommends KOMAL VERMA for the Degree of the Pandit Lakhmichand State University of Performing & Visual Arts in Lifestyle Accessory Design, herewith the project of Desktop Accessories on fulfilling the further requirements by*
Chairman Members :
Subsequent remarks fulfilling the requirements -
Registrar (Academics)
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Originality Statement
I hereby declare that this submission is my own work and it contains no full or substantial copy of previously published material, or it does not even contain proportions of material which have been accepted for the award of any other degree, final graduation of any other education institute, except where due acknowledgement is made in this graduation project. Moreover I also declare that none of the concepts are borrowed or copied without due acknowledgement. I further declare that the intellectual content of this graduation project is the product of my own work, except to the extent that assistance from others in the project’s design and conception or in style, presentation and ligusitic expression is acknowledged. This graduation project was not and will not be submitted as assessed work in any other academic sourse. KOMAL VERMA Lifestyle accessory Department Bachelor Of Design PLCSUPVA Rohtak, Haryana, India
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Contents
1. Preface 2. Acknowledgement 3. About the University 4. About the Internship 5. Company Certificate 6. About the Company 7. Indi Story 8. Story Behind 9. About Project 10. Theme Board 11. Design Broief 12. Exploration 13. Final Products 11 Komal Verma
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About the University HEADING
Pandit Lakhmi Chand State University of Performing & Visual Arts, ab initio, established as Integrated Campus of the Government Technical Institution(s) Society came into existence by Haryana Government Act No. 24 of 2014 with the objective to facilitate and promote studies and research in emerging areas of higher education with focus on new frontiers of Design, Fine Arts, Urban Planning and Architecture and Film & Television and also to achieve excellence in these and connected fields. It is a unique world level University with a camp us sprawling over 35 ac res of land and is well laid with state-of-the-art buildings and magnificent road network, presents a spectacle of harmny in architecture and natural beauty.
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The University imparting 14 highly professional and technical under-graduate programmes is offered through its well-furnished and well equipped four Institutes with efficient and dedicated faculty. The Government of Haryana finds new avenues which can act as a catalyst for overall development of the State and will help in promoting this cultural legacy of our Nation.
Faculty of Design The Faculty of design is a new seed sown in the field of design education, the institute envisions to develop young minds to become achievers in the field of design by providing state of the art facilities and to inculcate high level educational practices to nurture talent and creative skills with determination, dedication and discipline to excel and carve a niche for themselves in their respective fields. Design though a relatively new profession is an activity which is as old as human race itself. It is the tradition of creative thinking that this institute endeavors to take forward and give an opportu nity to its students to excel in the field of design. Departments under Faculty of Design At present, Faculty of Design offers four specialized UG programmes under various Departments. • Department of Fashion Design • Department of Lifestyle & Accessory Design • Department of Product Design • Department of Textile Design
Address: Pandit Lakhmi Chand State University of Performing and Visual Arts Sector-6 Rohtak, Haryana, India Pin Code: 124001 Email: info@supva.ac.in Phone: 01262 216 485 Web: www.plcsupva.ac.in
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INDIBNI PVT. LTD. Address: 2nd Floor, B3, 1, Tonk Rd, Jai Jawan Colony - 1, Jaipur, Rajasthan 302018 contact@www.indibni.com +91 734 0063765 +91 141 2553765
https://indigifts.in/# E-mail: withlove@indigifts.in
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About Graduation Project
The four year academic term of a B.Des student at PLCSUPVA concludes with a graduation project. Over a period of 4-6 months the student goes through a live learning process in the industry applying the academic learning to practice. It encourages the student to make independent decisions, preparing them to reflect and document their creative process in order to adapt to the fast paced industry. The graduation project in the final semester of any academic programme at PLCSUPVA and falls within the timetable of the final semester- 8th semester for B.Des students. The minimum time frame for a graduation project is 16 weeks (4 months) and the recommended time frame is 24 weeks (6 months). A student can undertake the project at a public sector organisation, a privately owned firm/studio. Students can also undertake a self-sponsored project depending on the nature of the project. The design processes and journey is then documented by the student and presented to a jury. Students can choose to explore a subject, theme or area of study that caught their interest during the academic tenure or previous work in the field, providing for an opportunity to explore great depths of the subject. The brief of work is generally discussed beforehand and is often a collaborative one. The journey and the outcomes are presented by the student to a jury panel alongwith the documentation. A jury comprising faculty members evaluates the student’s performance in the graduation project; after which students are granted SUPVA’s professional education programme final graduation. Ethics has a major role to play in the research or background study conducted for a gradtuation project. Therefore, a graduation project helps the student to test waters in a live working situation; testing their abilities in their chosen field of a study. Student gets a great opportunity to learn a lot from the sponsores. Graduation Project gives a great oportunity to student that they can settle within public sector organisation, a privately owned firm/studio.
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Company Certificate
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About the Company
Indibni® is about communicating & celebrating the everyday spirit of India. With the mission of i.e f The world is one family, they engage people to communicate their bonds & relationships by creating and sharing, relevant content. Indibni® is one of the leading Indian Indigenous Content Production company. The seeds of this innovative brand were sown in the soil of Jaipur, Rajasthan in the year 2012. Indibni has always believed in the power of India, Innovation, and Individuality. Feelings and emotions have always been the closest to the heart of the Indibni brand, that has enabled them to present with ‘the most special ways to say you care’. They are inspired and motivated by the roots of relations in India, which are nurtured by the water of love and care, to strive and achieve the innovative design for life! The Indibni tree has strengthened its roots in past few years so strongly that it is expanding horizontally and is growing vertically as well. Indibni Private limited is the root and regulatory body, assuring vertical and horizontal expansion of Indi brand and vision.
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An Exuberant Brand of Timeless Expressions Indigifts® brings to all an exclusive collection of 21000+ gifts, which are crafted in India with utmost love to give expression to the deepest feelings for our loved ones. Every gift listed with them not only qualifies the stringent quality benchmarks that have been synonymous with the Indigifts brand, but also encapsulates all the emotions for every important events from valuable days like Valentines’ Day, Mothers’ Day, Fathers’ Day to festivals like Raksha Bandhan, Deepawali, Christmas Birthday, Anniversary, etc. With their one-online-stop, Indigifts, now is the time to express the feelings to our loved ones not with words but through a range of exciting Indigifts.
Celebrating Relations and Cherishing Emotions Indifamily® is a platform to spread the essence of i.e The world is one family. The idea is all about communicating & celebrating the everyday spirit of India which is the beauty of every relation that an Indian has with different people. They genuinely trust that each human relationship is precious, with each individual in our life holding an irreplaceable place that requires an extraordinary thankfulness. They, at Indifamily, are here to get that going by encouraging the individuals to relate and strengthen their bonds and connections while they share the pertinent content. “Yaha mummy rakhe dhyan, aur papa baatein, gyan daadi ke hai achook nuskhe, aur dada ke unkahe kisse, Bhai behan ka bachpan, aur pati-patni ki pyari anban, Bhua, fufa, mama, mausi, jeeja, chachi aur padosi, rishte naate, teej tyohar, banaye ek saath, Indi parivaar.”
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Indi Story
India, Innovation & Individual (III) Indianimator is an innovative move which has been made by the man behind this entire concept, Nitin Jain. His strong belief in the vision “III” has propelled the imagination and has portrayed a new perception towards the life in the lives of people. His passion adds fuel to him to travel, ideate & share a wide range of interesting, relevant and helpful information that reflects his everyday life experiences & journey towards the vision of III. Indianimator offers you an endearing level of positivity and endurance to think, do and execute something big. Never settle for small!
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Nurture your Bond Indibni® has come up with a unique concept, Seed Rakhi®. Organic Rakhi which eventually will turn into a vegetable plant/flower plant/herb. Made up of naturally dyed, super soft indigenous organic cotton yarn and seeds. The feel is soft, gentle on skin, non-toxic, biodegradable, sustainable, handcrafted with love by women group. The material used is handpicked from the farmers cultivating indigenous organic cotton, spin and weaved by women of different villages. When we plant the rakhi in the given medium, the cotton will start decomposing itself in the soil and the seeds will start to germinate and slowly becomes a plant. Grow a small plant at home from the seed encased in very special rakhi. It offers a symbolic care and comfort to our loved one. It took 2 years of intense research and hard work for SeedRakhi to come into existence, the brainchild of Indibni Pvt. Ltd. SeedRakhi a thoughtful innovation, a rakhi that can be sown and grown into a plant.
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Founders
NITIN JAIN
ANKIT JAIN
Advisers
SIDDHARTH HANSARIA
ARPIT JAIN
NAREN BAKSHI
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HEADING Design Team
Akhilesh Panwar (Design Manger)
Shailesh Saini (Graphic Designer)
Mansi Panwar (Product Designer)
Ritu Chaudhary (Research Analyst)
Shrishti Aggarwal (Graphic Intern)
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Project in a Nutshell
Indibni pvt. ltd., a gifting firm based in Jaipur, Rajasthan which aims to encourage emotions and relations around us in an innovative way to achieve it through relevant content and amzing quirky products. They have something for everyone or for every occassion whether its birthdays, anniversary, valentine, mother’s day, fathers’s day or any Indian festival. In a very unique way they make sure to design and develop essence of home and meaning to life to its consumers. Not only to consumers, Indibni always take care of its own team as well as their clients. They believe communication is the key to any relation, more we communicate either by expressions or by little moves towards them, it makes it more beautiful and stronger by the time. Currently, While covering each category for Indian market, Indibni this time is in the process of launching a kid’s product range to add their current portfolio of gifting section. This project involves developing kid’s essentials for experience and not just utility. A range that keeps children hooked and parents happy. A factor of amazing quality and aesthetics. A strive towards developing high quality solutions that care for their healthy brain. The outcome of this project was driven by the curiosity to understand kids better, to provide them with best possible environment to play and work with. An intense process of question each design, the back and forth between designs, customer’s needs and Indibni requirements have shaped this project. The final outcome being a collection understands a child’s needs and the parents requirements after the abundant changes, interactions, explorations and of course the convincing. More than the outcome one must experience the journey and for me this journey has been a n opportunity to work on a content that i strongly believed in, a need for sensory rich environment.
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Story Begins...
The Story begins when one day our company head came to the team and asked them to lett introduce something for kids section, let us understand their behaviour and requirement, and what best we can deliever to them as INDIBNI. As the head orders, we begin to rock!!! After so much research, interactions, team meetings, market study, we got the idea about our consumer demands. Children’s consumer behaviour is a field that has been given a lot of attention by marketing, psychology, sociology and in education. It is important to understand that a child is an important influence on family’s shopping. The no. of consumers keep rising in this target group hence the demand also keeps rising. It is a fact that children and young people are known to be an important consumer group.The marketing and media communicator’s interest in child/ young consumers has been increasing recently. Marketers began to be aware of the increasing children’s power of persuasion on their parent’s buying behavior. The strength of Indian population is 1,296,834,042 or One Billion two hundred ninety-six million eight hundred thirty-four thousand and forty two. (approx. as of July 2018 est.) 0-14 years: 26.98% (male: 185,736,879 /female: 164,194,080) (approx. urban and rural children)
What Influences The Consumerism Behaviour In Parents? Parent’s perception of Influence of television/social media ads on Children. Children market’s myths and realities. Advertising attitude and effectiveness. Ad likeability and brand recall. Content appearance is the most important factor along with product quality.
What Influences The Consumerism Behaviour In Children? In this context, marketers often use knowledge of cognitive and social development of child, and the communication strategies are adapted. A child may not be economically strong to make a purchase but with the right promotion, he/she can be developed into a future loyal customer. Initially, Ads for Children toys were designed to fit adult TV viewers, not children. It doesn’t mean that children did not influence the purchasing behaviour of their parents, but soon the marketing value of children was discovered.
Learning about the Different Stages of Children’s Age group Stage I : Birth to 2 year olds. 1. This Stage of development do not have symbolic representation yet but mental structures, that are based on children’s action. 2. However, near the end of this stage, children start to develop a general symbolic function, which means that they know that a doll represents a person.
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3. Children explore the world around them, thanks to grabbing and looking and they start becoming individuals in themselves.
Stage II : Age 2 – 7 year olds. 1. A child starts to form concepts of the world that surrounds him/ her. 2. They look at the world from their point of view. 3. Symbolic thinking and language develops in them and they also start to go to an educational institution. 4. The child in this stage is egocentric and convinced that everyone has the same view of the world as they do. 5. They are also convinced that everything is possible, even acting against the laws of nature. 6. They see TV commercials as funny, entertaining and trustworthy and demand the advertised products.
Stage III : Age 7 – 11 year olds. 1. 2. 3. 4. 5.
A child understands that other people may have different view on things. Thinking/ thought process is in a concrete and demonstrative position. The child starts to apply negotiation and persuasion in social interactions with others. Children are critical and distrustful of ads. New forms of ads such as product placement, or suggestions from bloggers and vloggers are however not perceived as ads by the children in this stage, so it can have control over them.
Stage IV: Age 11 & older. 1. Children of this age group develop characteristics such as able to think systematically and to work with abstract terms. 2. They are capable of all forms of abstract thinking. 3. Even though there’s little egocentric thinking left, behaviour centered on others starts to develop. 4. A child in this stage can already understand the persuasive content of ads
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Case Study
We had a word with today’s generation parents about their children and the ways through which they are raising and nourishing them from infancy till preteens. We also asked about their preferred shops from where they purchase products for their kid’s needs such as toys, apparels, comics, story books, activity books and kits. Following were the observations: 1. Most parents prefer offline stores for their kids because that way they can practically check the quality of the products before purchasing. 2. Parents prefer educational toys ( sometimes called “ instructive toys”) or activity based toys for their kids. 3. Some parents buy video oriented games and like to teach their children from online videos which have rhymes , stories, alphabet /numbers songs ,etc. 4. Some parents buy DIY crafts kits and construction games. 5. Most preteen children (6-12 years) prefer superhero series, they also like products which are designed in the image of their favourite superheroes.
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Team And Individual Task
Working in a team is a great fun when everyone give their best, the flow of tasks, conversation, ideation brings the best in its own way. While eveyone performing their parts in research and designing as per the timeline, me as a product design intern has to work upon material, forms, feasability and testing strength.
Research on forms and materials Ideation Sketches Approvals on designs Prototyping (Taking sunboard as a material) Checking sizes and feasability Changes after discussion Rebuild the design with appropriate measurement Final prototyping Modeling on Rhinocerous Making the Stencil for cutting When the stencils of MDF comes from the vendor, it goes straight to the graphic team to understand the type of product and giving its finish with the graphics. Sent to printing team, with the submlimation machine, the graphics prints on the MDF. And the product is ready for packaging.
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Theme Board
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a m I
us rio
Pla
C
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Learning
gina
tion
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eati on r C
D
ev
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nt
Joy 28
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Inspiration Board
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Mood Board
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Client Board Target Consumer : Children Age Group : 3 to 12 years Social Strata : School going children Children with construstive mind, seeking growth, learning & development through motor & sensory skills
“ The need for imagination , a sense of truth and a feeling of responsibility are the three forces which are the very nerve of education ” - Rudolf Steiner
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DIY Desk Organizers Design Brief
The Collection is based upon the self creation and sense development among the children by the method of construction in order to achieve the organizing qualities. Whole collection is designed with Joinery techniques construct on 2D panels to get it done on CNC machines. These DIY products can easily assemble with lesser amount of force, which is playful and engaging for kids age around 3 - 12 years. Making or breaking are the leads of growing together, this DIY collection has the origin of stacking through the panels, no glue or hardware are required to build it. With the simple and easy user manual any kid between the age can make their own organizing kit. Such organizers which are build by their own gives them the feeling of belonging and they will develop the learning skills to manage and organize their stationary, to clean their desk and to arrange it in order. Attributes such as self dependent or doing it all alone are always seen in the growing stages of children. They love to copy the elders assuming to be grown up, they avoid help or want to try the things by their own. This range of product are the toys which they make as well as the utility that satisfies the parents while purchasing.
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Exploration
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HEADING
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Prototypes
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HEADING
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Final Products 2.00
8.00
12.00
1.00
0.40
1.50
12.00
R6.00
(Indi Boy Penstand)
15.67
2.00
8.00
8.00
10.00
0.40
(Indi Girl Penstand)
1.50
12.00
R6.00
1.00
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18.6
5.2
2.0
Ø0.4
(Geometry Box) 20.0
8.0
8.0
1.0
1.0
2.0
0.4 4.0
2.5
13.50
12.00
(Hutshape Penstand)
05
14.00
1.
0.30
12.00
3.50
3.80
1.50
1.50
15.00
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2.00
9.00
2.00 10.00
(Phone Stand)
3 .5 0
3.00
3 .0 0
° .00 90
1 6 .0
1
0 .4 0
1 3 .0
2.00
0
0.60
(Cactus key holder) 4.00
2.00 0.60
5.00
24.00
8.50
1.50
10.00
6.00
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5.00
4.00
7.00
16.00
6.00
31.50
6.00
4.00
(Book Reader/ Book Organizer)
1.00
7.50
1.50
3.00
9.00
50
30 4. 53 7.
1.
4.50
22.50
4.00
4.00
25.00
6.00
1.0
1.5
1.0
16.5 6.0
1.6 5.0
(Ganesha Penstand) 10.0
12.9 2.8
3.7
7.0
3.9
1.2
10.0
8.4
8.2
5.7 7.0
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1.5
(Name Plate)
1.0 6.2
1.5
1. 0
0.4 8.0
1.4
1.2
6.0
1.0
21.0
24.00
3.00
(Storage Box)
4.00
4.00
4.00
1.50
45
24.00
1.50
22.10
24.00
1.50
22.12
0.40
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Other Collections - Valentine
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Friendship Day
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Zodiac
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Mother’s Day
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Blogs
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Bibliography
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Lifestyle Accessory Design PLCSUPVA 2020