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OUR STORY ∎ THE TEAM
∎ THE BRIEF
∎ OUR VOICE
∎ OUR CUSTOMER
RESEARCH OUR BRAND
MORGAN BROWN
MELODY SINCLAIR
LISA MILLER
MARIANNE GRANTHAM
OUR ÖTZI
Project Manager, Marketing Manager
Package Designer, Information Analysis
Symbol Designer, Digital Media Manager
Product Designer, Concept Developer
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THE BRIEF
OUR STORY ∎ THE TEAM
To create an innovative pair of flat pack shoes.
∎ THE BRIEF
Our vision was to develop a product that will change the way people buy shoes. Turning an everyday pair
∎ OUR VOICE
of shoes into something innovative, visually pleasing,
∎ OUR CUSTOMER
comfortable and sustainable. In turn, making our customer appreciate and value the thinking behind
RESEARCH
the design.
OUR BRAND
Throughout the planning and development process,
OUR ÖTZI
we aimed to create: • A storage and transport solution
MARKETING
• An innovative and versatile product
THE FUTURE
• A quality, sustainable product • A product that is simple to assemble • A product that does not require tools to assemble.
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OUR VOICE Our brand can be summarized in 3 words:
∎ THE BRIEF
ATTITUDE, CONFIDENCE, INDIVIDUALITY ∎ OUR VOICE
∎ OUR CUSTOMER
Ötzi is a modern innovation, in both fashion and practicality. We have developed a product removed
RESEARCH
from gimmicks and trends, instead creating something new, unique and fashionable.
OUR BRAND Our voice is communicated through our design OUR ÖTZI MARKETING
and branding. It is urban, contemporary and chic, uniquely designed to appeal to the needs and requirements of our target audience.
THE FUTURE The ‘user experience’ is paramount. Ötzi was created, not only as a design solution, but an innovation of sustainability, storage and fashion.
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OUR CUSTOMER
JESSICA LEE MS. GET AHEAD 31/ ART DIRECTOR/PADDINGTON, NSW $80,000 pa
RESEARCH OUR BRAND OUR ÖTZI MARKETING THE FUTURE
LIKES - Innovative design - Setting the trends - High quality, unique products - Smart ideas, clever insights - Chocolate!
DISLIKES - Cheap imitation products - Over produced trends - Complex and confusing instruction manuals - Bad coffee!
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OUR STORY ∎ THE TEAM
∎ THE BRIEF
∎ OUR VOICE
JESSICA’S STORY She inhabits the urban environment. She lives in terrace in Paddington with her flatmate Victoria and pug Bentley. She has limited storage space and seeks clever storage
She is highly social, dines our most nights of the week, she works hard to play hard. She
∎ OUR CUSTOMER
Jessica does not own a car, so relies on public transport.
shops at boutiques, is well traveled, cultured
She works in Surry Hills and enjoys walking to her studio
and reads design and fashion blogs. Image is
during the summer months.
extremely important and Jessica invests time,
OUR BRAND
money and energy ensuring she is in good She spends her free time socializing, shopping, and
OUR ÖTZI MARKETING
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LIFESTYLE
systems.
RESEARCH
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shape and well dressed.
attending exhibitions. She enjoys Sunday brunch at her local cafe, lazy days at the beach and glass of red in the evenings.
TECHNOLOGY
THE FUTURE Jessica is a fashionista, a ‘trend setter’ and constantly on the look out for cutting edge design and innovation. She seeks unique, expressive fashion. She invests in
She finds imformation and discovers lots of
statement pieces and is prepared to pay top dollar for a
new things using smart phones, social media
high quality, individual product.
sites, reviews, blogs and forums.
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OUR STORY RESEARCH ∎ SURVEY
OUR BRAND OUR ÖTZI MARKETING THE FUTURE
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OUR STORY
ÖTZI DEFINED
RESEARCH
Our story starts where it all began with one of the oldest mummies ever found, Ötzi.
OUR BRAND
Discoverd in the Otzal alps on the border of Austria ∎ LOGO
and Italy the iceman’s shoes are the oldest of their
∎ COLOU R PALLE T
kind in the world and were of a sophisticated design.
∎ TYPOGRAPHY
Ötzi represents the beginning and the essence of humanity, where design is timeless, unique and
∎ VISUAL LANGUAGE
individual, where we are in tune with nature and its elements, where simplicity is brought together with OUR ÖTZI
technology to help us develop and live our lives in the best way possible.
MARKETING
Our brand language is derived from the Ötzi
THE FUTURE
elements, the design of the shoe and the geometric shapes represent the rock formation and ice Galziers to which Ötzi was discovered.
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OUR STORY RESEARCH OUR BRAND ∎ LOGO
∎ COLO U R PALLE T
LOGO REVERSED
CLEARANCE SPACE
∎ TYPOGRAPHY
∎ VISUAL LANGUAGE
OUR ÖTZI MARKETING THE FUTURE
30mm
FULL COLOUR
MINIMUM SIZE
PANTONE: C.0, M.0, Y.0, K.100
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OUR STORY RESEARCH OUR BRAND ∎ LOGO
∎ COLOUR PALLET
∎ TYPOGRAPHY
∎ SECONDARY LANGUAGE
OUR ÖTZI
PRIMARY Colours
Secondary Colours
C:0 M:0 Y:0 K:100 Pantone Black
C:11 M:19 Y:61 K:7 Pantone 7502 C
C:28 M:48 Y:47 K:30 Pantone 7615 C
C:3 M:3 Y:3 K:3 Pantone 663 C
C:15 M:38 Y:64 K:8 Pantone 7562 C
C:40 M:45 Y:50 K:5 Pantone Warm Grey 7 C
C:20 M:51 Y:67 K:25 Pantone 7525 C
C:40 M:45 Y:50 K:40 Pantone 405 C
C:30 M:65 Y:70 K:25 Pantone 4635 C
C:40 M:45 Y:50 K:60
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Pantone 438 C
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OUR STORY RESEARCH OUR BRAND ∎ LOGO
Ab
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HEADING Gotham Book
PRIMARY TYPEFACE SUBHEADING
∎ COLO U R PALLE T
∎ TYPOGRAPHY
∎ VISUAL LANGUAGE
Gotham Medium
GOTHAM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 -+*/,.;
B O DYC O P Y Gotham Light
OUR ÖTZI MARKETING THE FUTURE
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OUR STORY RESEARCH OUR BRAND ∎ LOGO
∎ COLO U R PALLE T
∎ TYPOGRAPHY
∎ VISUAL LANGUAGE
OUR ÖTZI MARKETING
SECONDARY LANGUAGE
THE FUTURE
The secondary is made up of three origami inspired shapes. These shapes can either be displayed as an outline or a solid shape. The shapes can also be used as wholes or broken up into their triangular sectors and rearranged. On a minor level, textures such as the dusty wood or a white/black leather can be used to reinforce the brands essence.
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OUR ÖTZI
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OUR STORY RESEARCH OUR BRAND OUR ÖTZI ∎ THE PRODUCT
∎ SYMBOL SET
∎ INSTRUCTION MANUAL
∎ FOCUS GROUP TESTING
∎ PAC K AG ING
Click to play
MARKETING THE FUTURE
ÖTZI REBORN Keeping with tradition, Otzi will be mostly made of leather due to its long life and hard wearing elements. We love the character of this material as it too has a story that we hope remains a long life item to our customer, this in itself is sustainability where we learn to value our personal items once more.
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OUR STORY RESEARCH OUR BRAND OUR ÖTZI ∎ THE PRODUCT
∎ SYMBOL SET
∎ INSTRUCTION MANUAL
∎ FOCUS GROUP TESTING
∎ PAC K AG ING
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OUR STORY RESEARCH OUR BRAND OUR ÖTZI ∎ THE PRODUCT
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∎ PAC K AG ING
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OUR STORY RESEARCH OUR BRAND OUR ÖTZI
1
∎ THE PRODUCT
3
2
5
4
∎ SYMBOL SET
∎ INSTRUCTION MANUAL
∎ FOCUS GROUP TESTING
∎ PAC K AG ING
MARKETING THE FUTURE
THE SYMBOL SYSTEM The essence of the symbol system is derived from
of the shape is filled in until the full shape is formed
a basic counting method. The symbols are to be
on the final step. A colour gradient is also used to
printed on the inside of the shoe on each fastening,
reinforce the order of the steps.
to display the order the fastenings are to be assembled.
Visually the final shape is derived from the origami inspired shoe. This shape is then used as part of the
The first fastening portrays only one sector of the
secondary language in branding the shoe.
shape and with each following steps another sector
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THE INSTRUCTION MANUAL
OUR ÖTZI
Otzi should be an intuitive experience, the consumer should become in tune with the product and require
∎ THE PRODUCT
minimal or no instructions. The manual is more of a guide but we encourage the consumer to feel their
∎ SYMBOL SET
way through the product.
∎ INSTRUCTION MANUAL
Each symbol represents each fastening, the customer
∎ FOCUS GROUP TESTING
is encouraged to find the matching symbols to ∎ PAC K AG ING
connect the fastenings together. This manual is a visual representation of this process.
MARKETING THE FUTURE
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FOCUS GROUP TESTING
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The aim of the focus groups was to discover the
OUR BRAND
level of user friendliness of the product.
OUR ÖTZI
Quantitatively the data gained from the focus groups displayed that 100% of those tested were
∎ THE PRODUCT
able to assemble the shoe in less than 3mins with no
∎ SYMBOL SET
additional help aside from the symbol system, and 70% were able to assemble in less than 1.5mins.
∎ INSTRUCTION MANUAL
Qualitatively the majority of people tested said
∎ FOCUS GROUP TESTING
they relied more heavily on the increasing number
∎ PAC K AG ING
of triangles in the symbol system than the changing gradient.
MARKETING
The general consensus from the focus group was
THE FUTURE
that they enjoyed the satisfaction of assembling their own shoe.
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“I love the design, it has a very contemporary feel about it” - Jacqueline Bridges
OUR STORY RESEARCH
“They’re actually very comfortable” - Sarah Hall
OUR BRAND OUR ÖTZI ∎ THE PRODUCT
∎ SYMBOL SET
∎ INSTRUCTION MANUAL
“Visually, I liked the look of the symbols. It made assembling the shoe more enjoyable” - Claire Lee
∎ FOCUS GROUP TESTING
∎ PAC K AG ING
“They would be so easy to store” MARKETING THE FUTURE
- Josephine Brown
“Most shoes you find in shops have such a similar look and style. It’s so difficult to find something different like this.” - Chelsea Ross
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THE PACKAGING
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Our packaging is made from a simple uncoated
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unbleached corrugated card which is 100% biodegradable, the simple black ink print finish reflecting the products strong geometric style and attention to detail which incorporates aspects of art,
∎ THE PRODUCT
craft and modernistic design principles.
∎ SYMBOL SET
The packaging has been carefully considered to ∎ INSTRUCTION MANUAL
∎ FOCUS GROUP TESTING
ensure that sustainability is a main focus. The cardboard is die cut from one piece of material that folds into a box structure to hold and protect the
∎ PACK AGING
shoes, it stacks for shipment or storage and uses 60% less cardboard that the traditional shoe box.
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∎ PACK AGING
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THE REBIRTH OF ÖTZI
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Ötzi is about attitude, confidence and individually
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through clever use of window display we aim to create something new within the way we view shoes. Taking it right back to the beginning where it all began in a more sophisticated and thought provoking way.
∎ O U R S T R AT E G Y
Flatpack shoes become apart of the experience. ∎ ADVERTISING
∎ WEBSITE
∎ STOCKISTS
THE FUTURE
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Ötzi is a unique product fabricated with quality
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materials. Ötzi will retail between $150 - $250. Social Media will play a virtual role when it comes to marketing our product. Ötzi will feature in fashion,
MARKETING ∎ O U R S T R AT E G Y
∎ ADVERTISING
∎ WEBSITE
innovation and design magazines such as iD, Oyster, Made (to name a few). We will commission fashion bloggers to promote Ötzi and approach standalone designers/boutiques to stock our product.
∎ STOCKISTS
Our online store will be our main point of sale, providing our customers with the option to THE FUTURE
personalize their Ötzi (colour, design, materials etc).
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OUR STORY RESEARCH OUR BRAND OUR ÖTZI MARKETING ∎ O U R S T R AT E G Y
∎ ADVERTISING
∎ WEBSITE
∎ STOCKISTS
THE FUTURE
Instragram page
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OUR STORY RESEARCH OUR BRAND OUR ÖTZI MARKETING ∎ O U R S T R AT E G Y
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∎ WEBSITE
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Television/online brand teaser
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OUR STORY RESEARCH OUR BRAND OUR ÖTZI MARKETING ∎ O U R S T R AT E G Y
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Television/online brand teaser
THE FUTURE
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OUR STORY RESEARCH OUR BRAND OUR ÖTZI MARKETING ∎ O U R S T R AT E G Y
∎ ADVERTISING
∎ WEBSITE
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THE FUTURE
Editorial piece, featured in iD Magazine April 2014
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THE FUTURE OF ÖTZI
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To bring Ötzi to life would be a dream. We have
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developed the foundations for something that could be developed and refined into a viable product!
OUR ÖTZI In doing so, we would explore: MARKETING - A variety of designs and styles for a wider THE FUTURE ∎ OUR VISION
∎ P E R S O N A L I Z AT I O N
demographic
- Refine the symbol system after testing a wider
demographic
- Different materials that could be adapted
(recycled rubber, fabrics, sheepskin, leathers)
- International exposure via blogs, website and
social media
- Guerilla advertising campaign
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EVERY SOLE HAS A STORY Further developing the user experience, we would develop an option for customers to create a personalized premium Ötzi, from antique leather from around the globe.
MARKETING This will be a premium product, ordered on demand THE FUTURE ∎ OUR VISION
and personalized by our customer. Not only will this create a fantastic talking point for the owner, but will also give the leather a new life
∎ P E R S O N A L I Z AT I O N
and provide a piece of history for the owner. Imagine owning a pair of shoes made from the leather seat of a vintage train carriage, or perhaps a buffo hide from a remote village in Africa, which was sacrificed at a spiritual ceremony signifying the coming of age. Thus, the inspiration for our tagline ‘every sole has a story’.
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