Otzi final presentation

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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 STORY ∎ THE TEAM

∎ THE BRIEF

∎ OUR VOICE

∎ OUR CUSTOMER

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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.

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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

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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

∎ SYMBOL SET

∎ INSTRUCTION MANUAL

∎ FOCUS GROUP TESTING

∎ PAC K AG ING

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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

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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OUR STORY RESEARCH OUR BRAND

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

RESEARCH

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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OUR STORY

THE PACKAGING

RESEARCH

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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OUR STORY RESEARCH OUR BRAND OUR ÖTZI ∎ THE PRODUCT

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∎ INSTRUCTION MANUAL

∎ FOCUS GROUP TESTING

∎ PACK AGING

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OUR STORY RESEARCH OUR BRAND OUR ÖTZI ∎ THE PRODUCT

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∎ PACK AGING

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MARKETING


OUR STORY

THE REBIRTH OF ÖTZI

RESEARCH

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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MARKETING ÖTZI

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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

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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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THE FUTURE

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

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THE FUTURE

Editorial piece, featured in iD Magazine April 2014

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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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THE FUTURE

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THE FUTURE


OUR STORY

THE FUTURE OF ÖTZI

RESEARCH

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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