Vella Bicycle Repair Kit by Melody Ward

BICYCLE REPAIR KIT

T A B L E

O F

C O N T E N T S

Design Brief

Mood Board

Research

Logo Development

Completed Logo

Logo Clearance & Doâ&#x20AC;&#x2122;s and Dontâ&#x20AC;&#x2122;s

Brand Typefaces & Colors

Packaging Development

Product Usage

D E S I G N Title:

Vella | Bicycle Repair Kit

Project Partners:

bicycle vendors, designers, sewers, myself.

General Introduction:

I have created a brand called Vella, that focuses on portable repair kits for women. This will start as a local brand, but bicycling is universal and could easily grow into a international brand. The need is to create a simple light weight pack that can be accessible to a female in any case, that makes it easy to fix their own bike with no problem. The scope of this project is to create a five piece kit that includes simple tools that makes it easy to fix minor problems on a bicycle.

B R I E F

Problem Identification:

How can Vella create a small simple kit that makes it simple for females to fix their own bicycles? The product I am designing for is a social innovation kit that encourages women to fix their own bicycles. An Issue Vella must overcome is create a kit that makes it small enough to keep it portable, simple and cute for women. The single message that should be communicated is that it is simple for women to fix their bikes with our Vella Bicycle Tool Kit. Emotions this project should evoke is independence, confidence, enjoyment, ease, and fun.

Client Product / Service Analysis:

Audience Considerations:

The clients can be local bicycle shops that want an easy sell to women. The goal of the client is to offer this kit to women who want to fix their bikes and ride with confidence. The purpose of this project is to empower women to take charge of their bicycles and lives and never have to worry about a flat tire or loose bolt again.

Demographics: women | age 15 – 50 | any ethnicity Psychographics: women who are active, women who do not have cars, or prefer to ride bicycles, women who are environmentally friendly and want to make a impact on the world Geographics: may live in a urban/ small town setting, international, anywhere bicycling in acceptable

World view, Historical and Social Contexts:

Vella wants to create a simple way to empower women to handle their own lives and be able to fix their own bicycles. Many times it is so easy to ask the “handy man” to fix simple problems every bicycle encounter. It is just a small step for women and their independent. Call us feminist, call us what you will but, it is important to empower women!

10 words that best describe the use, function or quality of this product are:

fun, interactive, simple, homemade, local, hip, quality, empowering, helpful, sexy

D E S I G N Positioning and Communication Strategy:

The purpose of this design solution is to create a simple, portable, and feminine kit for women, so they always have the tools to fix small minor problems on their bicycles.

Pragmatic Issues:

Some noise Vella can foresee is the fact that kit is for women and not men. For now this kit will be directed to women, and as we become more successful we will create another line for men.... Sorry, guys!

B R I E F

Competition will be companies like Mopha. They have already created a pretty simple pack for cyclists. We have gone a step further though and have included top of the line tools from companies like Portland Design Works, and Crank Brothers. Budget is also somewhat pricey since these tools that are included are a bit expensive. The time made to create the product as a whole will take a little bit longer since some of the packaging is made by hand and not by \ machines and 100% made in the USA.

M O O D

B O A R D S

R E S E A R C H

Logo Research: I wanted to create a name that was feminine and not overly tacky, so coming up with a name was somewhat difficult. I came up with names like The LadyPac, and Chic Pack, but as you can see those sound terrible. I came to realize that in the bicycle world velo has a lot to do with bikes. There are so many companies that have velo in the word. I decided to change it to a feminine word and call it vela. One of the known constellations in our solar system is called Vela, which means sail. As a company that is what we want to push. We want women to be able to cruise on their bicycles without a worry in the world, especially about their own bike.

wdu

R E S E A R C H

BRAND DEVELOPMENT

L O G O

D E V E L O P M E N T

SKETCHES: I first started out sketching some ideas for how I wanted my logo to look. I wanted to create something feminine, but also gave a clue that this company had something to do with bicycles.

VECTORS: I then took some of my ideas and turned them into digital vectors to see what they would look like at any size. The best way to see if you have a successful logo is when it can be see at any scale. As you can see some are more legible than others.

ella

bicycle repair kit 1

vella vella a bicycle tool kit

bicycle r epair kit

vella

bicycle re pair kit

C O M P L E T E D

L O G O

LOGO

SUB-MARK

LETTER FORM

WORD MARKS

BICYCL E REPAIR K IT 13

GRAPHIC ELEMENTS

LOGO MARKS IN COLOR

L O G O

C L E A R A N C E

L O G O

01 No horizontal skew

04 No gradients

D O â&#x20AC;&#x2122; S

A N D

02 No vertical skew

05 No taking any part of the logo out of the logo

D O N T â&#x20AC;&#x2122; S

03 No color unrelated to the color swatch demonstrated on page 17

06 No color unrelated to the color swatch demonstrated on page 17 and no mix and matching colors

B R A N D

T Y P E F A C E S

Brandon Grotesque

Aa Aa Aa ABCDEFGHIJKLOMNOQRSTUVWXYZ abcdefghijklomnopqrstuvwxyz 1234567890 ;’,.?!@#()

ABCDEFGHIJKLOMNOQRSTUVWXYZ abcdefghijklomnopqrstuvwxyz 1234567890 ;’,.?!@#()

Aa Aa Aa 17

Didot

Aa Aa Aa ABCDEFGHIJKLOMNOQRSTUVWXYZ abcdefghijklomnopqrstuvwxyz 1234567890 ;’,.?!@#()

ABCDEFGHIJKLOMNOQRSTUVWXYZ ABCDEFGHIJKLOMNOQRSTUVWXYZ abcdefghijklomnopqrstuvwxyz abcdefghijklomnopqrstuvwxyz 1234567890 ;’,.?!@#()a 1234567890 ;’,.?!@#()

Lavanderia

Aa Aa Aa A BC DE FG H I JK LOM N OQ RS TU V W X YZ

abcdefghijklomnopqrstuvwxyz 1234567890 ;’,.?!@#()

ABCDEFGHIJKLOMNOQRSTUVWXYZ

abcdefghijklomnopqrstuvwxyz 1234567890 ;’,.?!@#()

ABC DE FG H I JK LOM N OQ RS TU V W X YZ

abcdefghijklomnopqrstuvwxyz 1234567890 ;’,.?!@#()

B R A N D

C O L O R S

CMYK 6/9/23/0 RBG 238/225/198 HEX #F0E8C4

CMYK 5/6/0/13 RGB 209/206/221 HEX #D1CEDD

PANTONE 468

PANTONE 2706

CMKY 0/0/6/83 RGB 43/43/40T HEX #2B2B28 PANTONE 426

CMKY 0/0/0/0 RGB 225/225/225 HEX #FFFFF PANTONE WHITE

CMYK 39/53/0/72 RGB 43/33/71 HEX #2B2147 PANTONE 276

CMYK 0/13/49/98 RGB 20/16/6 HEX #050403 PANTONE BLACK

PACKAGE E VOLUTION

P A C K A G E

Exterior Packaging: I wanted my exterior packaging to be strong and have a vintage feel. This is my digital mock up of the exterior box I was hoping to use.

Interior Packaging: The roll kit in my opinion is the most effective way to transport tools without them falling out or the kit being to large or heavy. This was my main inspiration

I D E A S

10 Vel la pa Bic ck yc an le R by d ha exte ep bicy nd rior air ki V cle with box t’s in m du ella lo lo ra ar te ak es ble, ’s mis ver ve fr e m rior bicy pr it ea light sion for th om onade sy loos cles oble for weigh is to e next e m . cr stre e bo From s theygals tot pack eate . ss lts, a a fi , Rep anym ther flat ti face x m that air or e is re, on th inor Kit e! V no to ei ha ella reas a fe r s yo ’s on w u co Bicyc to vere le d!

S US

7” AD

HA BI N CY WA D C CL RA TE 15M RP F ER RO TED PO M W W OF EP O R R AI LIG TAB ENC CAN OD EN R LE H VA HT A SP BO RA S W A E IN ND TI RO X LL MU RE B IGH PO R TB IKE NC E LE PAC LT IIK BO HO TU VE K OK 10 TO BE E PU R LE MP OL T

5”

” PL PA EA SS SE KI BE T O SUR N TO E T O SO R M EC EO YC N E LE, EL D SE ON I N AT NE E, ED OR .

D I E - L I N E S P A C K A G E This was created to wrap around my exterior box.

”

” 13 20 IN D HE IS BL TA ES

I decided to eliminate the box, and the wrap, and just create a simple book tag to get the point across

N TI

UDE

C A N VA

SR O

BI PUM

S PA R E T I R E T UB

KE P

M R

15MM WREN

EST. 2013

O -T

RAIN P ON

M A D E I N T H E US A

PLEASE BE SURE TO RECYCLE, D O N AT E , OR P A S S THIS ON TO SOMEONE ELSE IN NEED.

I N T E R I O R

D I E - L I N E S

This is my first idea for the interior pack, I wanted each pocket to be specific for an item.

opening

opening opening

PACKAGE USAGE

R A I N

P O N C H O

Your bicycle wheels take the most pressure from everyday elements. From glass to curbs to pot holes to lava-hot roads. These things can really take a toll on your bike and your wheels. Itâ&#x20AC;&#x2122;s always handy to have a extra tube, so we made a extra pocket to keep a spare tube in, so you can always transport one and never be out of luck!

S P A R E

T U B E

You never can predict if a couple clouds will turn into a rain storm. This portable rain poncho is always nice to have when a unexpected rainstorm passes through. The last thing anyone needs is to arrive at your destination completely soaked! Keep this little poncho in your a repair kit so you always have the reassurance of staying warm and dry

T H E

3 W R E N C H O

The 3wrencho combines a 15Mm box wrench with one of the best tire levers on the market! Portland design worksâ&#x20AC;&#x2122; 3wrencho is made from a durable, heat-treated steel. pdw mated the solid construction with a 4.5 Inch length handle to provide enough stiffness and leverage to remove any stubbornly torqued 15mm axle nut.

B I K E

P U M P

Sometimes, big things come in small packages portland design worksâ&#x20AC;&#x2122; little silver pump is made from a mix of forged and CNC-machined aluminum alloy. This construction provides a few distinct advantages: lighter weight, increased durability, and a beautiful finish. Starting with weight, the It weighs very little for the power of inflation that it renders.

M U L T I

T O O L

The crankbrothers multi-10 tool is slim and compact. It contains all the super handy tools that youâ&#x20AC;&#x2122;ll really use on a regular basis to keep your bike rolling smoothly. In fact, its smaller size makes it a great choice for the saddle bag on your road bike. The multi-10 tool has a lightweight, rust-proof aluminum frame that houses the essential elements of repair. You get seven hex wrenches including a 2, 2.5, 3, 4, 5, 6, 8Mm, and the phillips and common screwdriver along with a t-25 torx bit thatâ&#x20AC;&#x2122;s handy for brake rotor bolts.

W E B S I T E We have also created a website that is helpful for the kit. You can see how each tool works and what it works best for. You can also see local bike shops in the area and bike routes and trails. This is just a preview of what the site will look like.

THE END FOR NOW.