Rebranding Jharcraft

Digital publication of a student document. For private circulation only.

Fashion Communication department 2019 National Institute of Fashion Technology, Bengaluru, India All rights are reserved. No part of this book, either text or illustration, may be used or reproduced in any form without prior written permission from the publisher.

Guided by Vibhawari Kumar Branding by Sakshi Kumari

00

Introduction.

This document has been created as a guide which contains a summary of the thinking behind our new brand, an overview of our creative style and an explanation of the basic elements of our new identity.

The intent of this booklet is to keep consistency within the brand and ensure that we are always represented consistently and as intended - inspiring and genuine.

It will help us envision how Jharcraft is evolving and will serve as a guide for implementing the Jharcraft brand identity system.

“Creating Opportunities, Changing Lives” A unique range of incredible handlooms and handicrafts, from Jharkhand.

Jharcraft brand manual

Contents About History Mission and vision Existing identity Objectives An implementing agency Kapferer’s brand prism Target group Important customers Brand persona Product range Fairs and events Physical presence Competitors Performance 2018 - 2019 Stake holders and investors Organization structure Associate with Jharcraft Rebranding and repositioning Concept and inspiration Creating a new visual identity

... 01 ... 02 ... 03 ... 05 ... 06 ... 07 ... 08 ... 10 ... 10 ... 11 ... 12 ... 13 ... 14 ... 15 ... 16 ... 18 ... 19 ... 20 ... 21 ... 22 ... 24

The logotype Colour palette Agency identification Colour variation Secondary logo Typography Specifics Do’s and dont’s Current location and catchment area Bubble map and circulation plan Planograms The facade and the store sign Colour and lighting Props and fixtures Inspirtaion board Garment rods and crossbars Folding garments Do’s Dont’s Packaging and promotional materials

... 25 ... 27 ... 28 ... 30 ... 32 ... 34 ... 36 ... 38 ... 40 ... 42 ... 44 ... 47 ... 50 ... 51 ... 52 ... 53 ... 56 ... 58 ... 59 ... 60

About.

J

harkhand Silk Textile and Handicraft Development Corporation Ltd., also known as JHARCRAFT, is a government of Jharkhand undertaking. Jharcraft was formed to create sustainable livelihood opportunities in the rural areas, based on Sericulture, Handloom, Handicraft and other allied activities.

In the year 2006, Jharcraft was started as an organisation to create new opportunities in rural areas with an objective to change lives throughout the state. It supports the whole value chain of production and marketing including, providing raw materials, training, designs and marketing. The poor artisans of Jharkhand who have recognised silk production as a source of income have enhanced their skills in quality and varieties of products like: organic fabrics, silk sarees, Designer garments, Home Furnishing etc.

The appreciation and purchase of these wonderful natural fabric will breathe new life into the lives of the artisans and help enrich their brilliant culture.

01

Jharcraft brand manual

History.

I

n the year 2006, Jharcraft was started as an organisation to create new opportunities in rural areas with an objective to change lives throughout the state. In the first year, the organisation was engaged in organizing production units of various categories.

Today, it provides both, forward and backward linkage to the Handloom and Handicrafts sectors for a sustainable source of livelihood.

The company is incorporated under the Companies Act, 1956 to act as an implementing agency. Jharcraft was also presented a Certificate of Excellence in March 2014.

02

Mission and vision.

W

ith the mission of “Creating Opportunities and Changing Lives”, Jharcraft is viewed as the supporting unit to the state, contributing maximum to its social, economical, and cultural uplift, rise and growth.

Our vision expands towards fulfilling cumulative dreams through creation of sustainable livelihood models based on sericulture, handloom and handicrafts.

1.

Women empowerment The women employment is important to make them self dependent.

Jharcraft provides woman with employment which enables them to look well after their family, educate their children, and contribute to the betterment of the society.

2.

Employment generation Through maximum utilisation of natural resources and labour power available in the rural areas of the state, Jharcraft aims to provide each hand its value and add to employment and income generation. The cottage and household industries have potential to become the backbone to the state economy and can generate maximum employment with minimum cost ensuring a bright future.

3.

Each artisan - a stakeholder in the company Jharcraft’s takes care that each human effort associated to the organisation is valued. We view each of our artisans and weavers as stake-holders in the company. Implementation of various schemes, project plans and each plan of action is framed for maximum benefit of the artisans and weavers, their personal development, capacity building, trust building, financial uplift and social rise.

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Jharcraft brand manual

04

4.

Financial revolution Jharcraft is a step towards creation of an era of financial revolution throughout the state. Jharcraft focuses mainly on the upliftment of the rural areas, self help groups, and cottage and household industries to bring about a noticeable change in the financial status of the rural sector of the state contributing to whole of the economy of the state.

5.

Social upliftment Jharcraft’s vision includes bringing a positive change in the social status of the artisans. Jharcraft promotes trust building among people along with team spirit. Education of children, respectful position of women in the society and family, health values, quality lifestyle, and healthy work atmosphere for all is highly valued by Jharcraft.

6.

Pooling and directing efforts towards growth We focus on making it a company where people are happy to work. Jharcraft is a professionally managed organisation under the guidance of its board of directors and Managing Director. It has an efficient professional team of accountants, financial & legal advisors,marketing managers, production and design unit which contribute to the management of the organisation.

The design unit of Jharcraft has professional designers from institutions like NIFT & NID who provide design assistance to the artisans so that they can meet the existing trends in the market, compete with the other players in the market and attract youth section of the society.

7.

Preservation of natural wealth Jharkhand state is enriched with enormous natural resources and cultural heritages. Being a tribe dominated state; nature has been given utmost importance in every sphere of life & culture. Jharcraft’s vision expresses to conserve the extinguishing cultures and revive the extraordinary arts, paintings and crafts of the state.

Existing Identity.

J

harcraft’s existing logo was inspires by ‘Tamak’ of ‘The Santhals’. It is a musical instrument that looks like a hollow half globe tapering downwards.

It was created by Karen de Loos and Ellen Tacoma with Henk Seelt of the Netherlands. But as Jharcraft has grasped the global market within a decade of its foundation, it seeks a stronger brand identity to sustain in international market

CMYK: 00, 68, 100, 00 RGB: 248, 115, 22

CMYK: 73, 69, 60, 71 RGB: 34, 32, 37

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Jharcraft brand manual

Objectives.

06

•

To provide an adequate platform for marketing of handloom and handicraft articles.

•

To strengthen rural cottage industry.

•

To establish ‘Kuchai Silk’ in the national and global market.

•

To create a development fund for weavers and artisans.

•

To potect and develop the languishingart forms.

•

To create job-opportunities in deep remote areas.

•

To implement capacity-building programs for rural artisans.

•

Trust building among the weavers and artisans.

•

Implementation of welfare schemes.

An implementing agency.

J

harcraft acts as an implementing agency for the government to facilitate many of the scheme programmes and bridges up the gap with the beneficiaries of these schemes.

It implements the: • Jharkhand State Sericulture Schemes • State sponsored Handicraft Schemes • Catalytic Development Scheme of Central Silk Board for Sericulture It also implements the associated schemes of Central Government & State Government like: • Handloom Cluster development Schemes • Primary Weavers’ Co-operative Societies (PWCS) Schemes • Group Approach Schemes

Through these schemes, the beneficiaries are provided with training, stipend, raw materials, design assistance, and also marketing platform through various state and national level events.

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Jharcraft brand manual

Kapferer’s brand prism.

K

apferer’s brand identity prism enables Jharcraft to assess its strengths and weaknessess. It acts as a guide to help the brand grow and create brand loyalty in different ways.

Strong brands are capable of weaving all aspects into an effective whole in order to create a concise. clear and appealing brand identity. _Jean-Noel Kapferer

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Picture of sender Physique • •

Personality

Striking colours - orange/golden and black Custom logotype

• • •

• •

Culture

Respectful Timeless

• • • •

Reflection • • • •

Tribal culture of Jharkhand Rural employment Sustainable livelihood Women empowerment

Internalisation

Externalisation

Relationship

Sophisticated Traditional Mature

Self Image •

Elegant Rooted to culture High social status Successful

• • • •

Environmentally and ethically responsible Perpetuate tradition Powerful and influential Confident Inspired

Picture of receiver Fig: Jharcraft’s brand prism

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Jharcraft brand manual

Target group.

•

Upper middle class and upper class

•

Art collectors

•

Polititians

•

Tourists

Important customers.

10

•

Chief Minister, Jharkhand

•

District Commissioner

•

IPRD (CMO Unit)

•

Skill Development Mission Society

•

Mukhya Mantri Laghu Ewam Kutir Udhyam Vikas Board

•

JSLPS

•

Rajbhawan

•

Department of Agriculture

Total sale 2018-2019 Rs. 69,09,614/-

Personality Introvert Analytical Passive

Motivation Price Comfort Convenience Speed

Personality Extrovert Creative Active

Source of information

Highly informed. Trusts local newspaper.

Key responsibilities • •

Join hands with NGOs in their social campaigns Upholds a widely held vision of the democratic, good society

Pain points

YAMINI JOSHI Age: 44

Background

• •

Attitude

Role in making purchases

•

Married and has two children

The opposition Maintaing good relations with family along with profession is difficult.

Gender: Female Profession: Social activist Income: 60k per month Location: Jharkhand

• • • •

Highly organised Leader Helping nature Uses social media frequently via her.

• • •

She is a purchaser.

Usually shops with her family.

Prefers buying instore.

I am looking for...

I am looking for a brand that depicts my down to earth personality. I support our tradition and I am in love with handicrafts. Since I am into politics, I am expected to support and promote brands that have our traditional culture routed within.

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Jharcraft brand manual

Product range.

Apparel Mens wear

Shirt T-shirt Trousers Ties Silk Bandi jackets Kurtis Womens wear

Silk/linen sarees Silk/cotton stoles Kantha kurti Silk dupattas Silk shawls Tops Pyjamas Skirts Dress materials

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Handicrafts Jewellery

Terracotta Paper quilled Dhokra art Leather bags Sohrai paintings Paper mache masks Lac bangles

Stationeries Jute folders Diaries Cards Keyrings Paper bags Wall hangings Pen stand Handmade envelopes Wooden boxes

Home furnishing Bed spreads Curtains Cushion covers Sham Pillow covers Towels Table cloth Aprons Rugs Durries

Fairs and events.

Total fair: 31

Total sale: Rs. 80,00,000/- (approx.)

Fairs participation - 25

Fairs organised - 06

Top fairs:

Kuchai Silk Expo

•

IITF (Delhi)

•

Ranchi

•

Vibrant Gujarat (Gandhinagar)

•

Varoda

•

Silk Mark Expo (Bengaluru)

•

Kolkata

•

Surajkund Mela (Faridabad)

•

Guwahati

•

Saras & Khadi Mela (Ranchi)

•

Lucknow

Holi Mela

•

Hazaribagh

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Jharcraft brand manual

Physical presence.

Emporiums

14

Franchise stores

Rural marts

•

Birsa Munda airport, Ranchi

•

Camac Street, Kolkata

•

Khrarsawan

•

Ratu road, Ranchi

•

Naktala, Kolkata

•

Lapung

•

Mega store, Ranchi

•

Narendrapur, Kolkata

•

Mahuadaand

•

Dhanbad

•

Bengaluru

•

Bikaji Cama Palace, Delhi

•

Janpath, Delhi

Urban haat •

Hazaribagh

•

Deoghar

•

Parasnath

Shilp gram •

Deoghar

Competitors.

•

Khadi industry

•

Other state craft emporiums

•

Shilpkaari

•

Tribes India

15

16

Ahbad (Rs. 6.8)

180

Mumbai (Rs. 16.54)

UZ Hzbg (Rs. 9.9)

Delhi (Rs. 18.38)

Blore (Rs. 125.05)

Dnbad (Rs. 18.26)

Airport (Rs. 21.17)

Ratu rd (Rs. 14.75)

Anprn (Rs. 169.69)

Jharcraft brand manual

Performance 2018-2019.

Rupees in lakhs - Rs. 300.67

160

140

120

100

80

60

40

20 Net sales

0 Expenses

March

February

January

December

November

October

September

August

July

June

May

April

70 Rupees in lakhs

60

50

40

30

20 Gross sale

10 Net sale

Discount

0

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Jharcraft brand manual

Stakeholders and investors.

Mr. Deepankar Panda

•

Mr. Rishav Sahay

•

Mr. Manoj Mahto

Mr. Dhirendra Kumar

•

Mr. Ashwani Sahay

•

Mr. Gurudeo Sahgal

Mr. Ganga Hansda

•

Mr. Anjani Sahay

•

•

Mr. PK Choudhary

•

Ms. Shalini Kumari

•

Mr. Rahul Kumar Mishra

•

CA VK Gaddhyan

•

Ms. Ritu Kumar

•

Mr. Inamul Haque

•

Ms. Kiran Pathak

•

Ms. Archana Shephali Kongari

•

Mr. Abhay Kumar

•

CA Pratibha Gupta

•

Mr. Neeraj Sinha

•

Mr. Chandan Sandeep

•

Mr. Bageshwar Singh

•

Ms. Shobha Rani Lakra

•

Mr. Amit Kumar

Dr. BC Prasad

•

Ms. Jaya Gautam

•

Ms. Poonam Chalia

•

Ms. Mohsina Khatoon

• • •

• •

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Managing Director Ex Managing Director Joint Director (Sericulture) Deputy Director

Financial Advisor Company Secretary

Head Accounts & Finance

General Manager - Administration General Manager - Operations General Manager - Procurement

Managing Director - Craftage Assistant General Manager - Marketing Legal Advisor

Sr. Manager - Handloom Sr. Manager - Supply Chain

Sr. Manager - Marketing & Export Sr. Designer

Sr. Designer

Sr. Manager - Store

Assistant General Manager Sericulture, Handloom & Handicraft

Regional Manager - Marketing, Delhi Sr. Manager - Store Mr. Belal Ahmed

Regional Manager - Marketing, Bengaluru Sr. Manager - Marketing, Delhi

Sr. Manager - Marketing, Mumbai Sr. Manager - Accounts

Sr. Manager - Accounts

Sr. Manager - Accounts Ms. Harikant Vatsa

Manager - Accounts

Organization structure.

Stakeholders

Executive committee

Elects

Board of directors Appoints

Managing Director Manager administration

Production manager

Marketing manager

Financial advisor

Legal advisor

Executives

Head finance and accounts

Senior designer Senior store incharge of design unit manager

Emporium manager

Assistants

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Jharcraft brand manual

Associate with Jharcraft.

Various Self Help Groups (SHG’s) and individual artisans can associate to Jharcraft and can involve themselves in the productions.

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•

Interested organisations can associate with Jharcraft as a franchisee and contribute to the marketing of the handicrafts and handloom products of Jharkhand within and outside the state.

•

Agreement is another way to associate with Jharcraft for marketing and sales.

People can buy or transfer bulk quantities of Jharcraft products under their possessions and sell through their outlets as per the terms of the agreement.

•

Jharcraft also supplies to various renowned exporters and is the producer of export quality products.

•

Jharcraft is also a direct exporter of the handloom & handicraft products.

•

Jharcraft provides jobs for bulk quantities for hand embroideries and surface embellishments.

•

Jharcraft provides consultancies and design assistance to the interested organisations.

•

Jharcraft facilitates implementation of various CSR activities of various organisations.

•

Jharcraft is a producer & supplier of bulk quantities of Silk, Handloom & Handicraft products.

Rebranding and repositioning.

W

ith increasing demands of organic products in the international market, the sales of Jharcraft products across the globe will definitely increase. Riding high on this success, our stores are needed to be optimised to illustrate this.

Our extraordinary products are needed to be displayed in a way that they catch the attention of the passer by. Providing customers with pleasant buying experience by transforming store displays into something inspirational is very important.

Along with contribution in the states tourism with its attractive merchandise; Jharcraft understands, respects and values the diverse traditions existing in the state and contributes widely towards revival of the tribal culture which is one of a kind in the world. This essence is maintained by the Jharcraft emporiums. But if you notice, our emporiums and exhibition displays are not fully optimized for latest standards. Our brand visuals don’t show what Jharcraft as a brand stands for. Our stores are needed to be worked on so that they stand out between our competitors.

Our brand values are needed to be conveyed consistently in the company’s visual communication system.

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Jharcraft brand manual

Concept and inspiration.

T

he tribal culture of Jharkhand was shaped and polished by generations of communities, which have inhabited this land since time immemorial. From the legendary Asurs and Santhals, to the Banjaras, Bihors, Cheros, Gonds, Hos, Khonds, Lohras, Mai Pahariyas, Mundas, Oraons, Kols or Kawars - over thirtytwo tribal groups, have left their impression on the culture of the region.

And with them, were the cross-cultural influences of local non-tribal communities.

Every ethnic community of the state has the blood of tribal memory circling their hearts. This is our inspiration to come up with a brand new logo for Jharcraft.

22

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Jharcraft brand manual

Creating a new visual identity.

T

his is the primary logo for Jharcraft, this symbolizes the passion for interconnection between creative talent and the brand itself. This logo is the principal element in Jharcraft’s visual communications system.

Through consistent and repetitive use as a signature device and design element in all of brands visual communications, this becomes a visual shorthand which identifies the agency and symbolically embodies its activities, achievements and goals. In the logo, the strokes are all of one width , evoking the qualities of unity and precision.

The logotype should never be altered or distorted in any way. It must not be re-drawn, but rather reproduced photographically.

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The logotype.

T

he lettering style used in the logotype is Roboto (black) and Roboto (thin).

These bolder lettering style used in the agency name assures that the state name receives enough emphasis.

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Jharcraft brand manual

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Colour palette.

C

olour palette is an integral part of brand identity. Consistent use of the colour palette will not only reinforce the cohesiveness of the brand, but will also serve as a psychological purpose by communicating a certain feeling to the audience.

The orange and green colour palette is reminiscent of the flower of the state, ‘Palash’.

Moreover, these colours represent the values of Jharcraft. The orange recharges the viewer while the darker shade gives a bold feel.

Pantone 11-0601 TPX CMYK: 00, 00, 00, 00 RGB: 255, 255, 255 Hex: #ffffff

Pantone 158 C CMYK: 05, 64, 100, 00 RGB: 232, 120, 33 Hex: #e87721

Pantone 5535 C CMYK: 82, 55, 71, 65 RGB: 23, 48, 41 Hex: #163028

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Jharcraft brand manual

Agency identification.

Combination of logo, logotype and orientation: To identify the agency, as a total entity, Jharcraft’s visual identity is shown in conjunction with the agency’s full name.

The new logo speaks to the fact that while the brand is keeping up with the times, we’re not risking our values and standards. With a light, airiness to it’s letters and colour, the logo invites our readers to spend their time and experience with us. It’s our welcoming doormat. It completely embodies the core values of the brand.

The Jharcrafts logo isn’t really new, it is the identity that has been hiding there all along, a realization of everything that Jharkhand has embodied within it.

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Fig: Jharcraft’s primary logo

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Jharcraft brand manual

Colour variation.

T

he world is the highly visual place, and most individuals read through sight first and foremost. One aspect of any brand that is not only most highly visible, but also has a hefty deal of psychological meaning to individuals is colour.

The colours of Jharcraft’s logo are as important to us as the logo itself. In order to maintain the integrity of the iconic logotype, please use the approved colour variations in which the logo can be used with.

We want to make sure that the logo can find a home on any surface. For this reason, we offer different colour genres to designers and users. These genres should only be utilized when using the full colour impairs the logo’s legibility.

Colour may be crucial, but without proper legibility, it is nothing.

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Fig: Light background

Fig: Dark background

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Jharcraft brand manual

Secondary logo.

J

ust as the logo itself suggests the idea of possibilities, our brand offers possibilities.

While the primary logo should be used whenever possible, we understand that scenarios will arise that can compromise the legibility of the logo or that are just not compatible with it.

We offer this version of the logo as a secondary mark. It is to be strictly used only when the primary logo is ill-fitted to the situation. The composition is constructed to fit in narrower branding materials. It is made to be used in small spaces, unless it is being used as a graphic element.

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Fig: Secondary logo variations

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Jharcraft brand manual

1. Greta Sans Pro (Hairline) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

2. Greta Sans Pro (Light) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

3. Greta Sans Pro (Medium) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

4. Times New Roman (Regular Italic) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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12 point size 14.4 point leading

10 point size 12 point leading

10 point size 12 point leading

9 point size 12 point leading

Typography.

J

harcraft utilizes three typefaces of the Greta Sans Pro family. The first is medium, a bolder typeface that is used for headings in printwork, on posters, billboards, and also on web applications.

The second is light, a thinner version of the header. This version is used for larger bodies of type, such as in this paragraph. The third is hairline which is used to create a sense of hierarchy in the body.

The final typeface is Adobe Garamond Pro, an italic typeface that softens the brand and creates a sense of class. This typeface is used for captions. It is also used for smaller bodies of type that are usually inferior in hierarchy.

All these typefaces combine to enhance the brands image of connection and creates a sense of belonging. They should be combined carefully to maintain this concept.

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Jharcraft brand manual

Specifics.

Clearspace: In order to maintain the integrity of the iconic logotype, it is important that no other logos, type or graphical elements infringe on it’s space. To enable the Jharcraft’s visual identity appear prominently in its primary usage of full colour without interference from other elements, a clearance zone of distance ‘H’ is necessary. This clearance zone should be observed on all the possible applications.

Minimum size: The minimum size of the visual identity that may be used for print applications is 30mm.

30 mm

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Jharcraft brand manual

Do’s and dont’s.

Guidelines: Few rules are necessary for maintaining the integrity of the brand. These guidelines outline the general rules when using Jharcraft’s brand assets and showcasing brand’s content. Consistent use of these assets helps people easily recognize references to the brand and protect company trademarks. Here are a few examples of some ways you should never consider using the logo.

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•

Don’t place the logo over colours other than specified

•

Don’t rotate the logo

•

Don’t deconstruct the logo

•

Don’t distort, stretch, or alter the logo in any way

•

Don’t add drop shadows, bevels or any other effect

•

Don’t use unapproved colours

•

Don’t outline the logo

•

Don’t use gradients

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Jharcraft brand manual

Current location and catchment area.

Jharkhand Silk Textile & Handicraft Development Corporation Ltd, 47, Near-Commerial Street, St Johns Road, Bengaluru, Karnataka 560007

40

Fig: Plan of existing store

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Jharcraft brand manual

Cabin

Sitting area

Accessories

Display area (Women’s section)

Artifacts display Counter Trial rooms

Bubble map and circulation plan.

42

Display area (Men’s section)

Sitting area

Fig: Proposed floor plan

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Jharcraft brand manual

Planograms.

Fig: Planogram - womens section

44

Fig: Planogram - mens section

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Jharcraft brand manual

Fig: Planogram - artifactss section

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The facade and the store sign.

T

he impression that our customer has when they see the facade of the store will be the one that will bring them into the store. The front of the store should be clean and neat and free of chipped paint and broken sidewalk. If there are awnings, window boxes, or other external elements, they too need to be in order.

The store’s sign sets the look and image of the store. How the sign is designed, the materials used and the color conveys information about the brand. It should be made sure that the exterior signage should be legible from a distance and illuminated properly for nighttime visibility. Its size and scale should be in proportion to the store’s façade, the size of the building, and the signs around it. The maintenance and upkeep of the storefront is dually important; flickering lights and peeling paint detract from the store image.

The sign is the store’s “signature”—personal, original, and recognizable. It should make a bold and memorable statement.

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Jharcraft brand manual

Fig: Exising facade

48

Fig: Proposed facade

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Jharcraft brand manual

Colour and lighting.

S

electing a pleasing color scheme for the store and keep it uniform throughout is very important. Jharcraft shall use pine wood and steel with white base to complement its merchandise and projects the right image. This color scheme acts as a backdrop for our merchandise.

Adequate lighting is equally important to showcase the product and so that the customer can see and match colors properly.

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Props and fixtures.

T

he important thing to remember is to match fixtures to Jharcraft’s image.

Custom props and fixtures suit the brand well. A sample of this kind of fixture that has has been inspired by ‘Alna’, a kind of wardrobe used by rular people of Jharkhand’s is illustrated below. The use of garment rods and crossbars make it easy to adapt to different seasons, different clothing lengths, and times when the store is fully stocked as well as times when inventory is light.

A good guideline for fixture spacing is 30 to 36 inches between fixtures and 48 inches wide for major aisles.

Buy the fixture best designed to present the item to be sold, not just to fill a space on the floor. Remember: Fixtures are silent salespeople.

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Jharcraft brand manual

Inspiration board.

52

Garment Rods and Crossbars.

R

ound garment rods and flat metal crossbars are used to show large quantities of goods on hangers along walls. For continuity, only one style should be used throughout a store.

They are secured to walls by inserting them into wall standards with 14 inch brackets.

These wall standards are mounted at regular intervals (2 to 4 feet apart), depending on the span of the wall and its structural underpinnings.

A rubber mallet is used for inserting brackets into wall standards which prevents the unsightly nicks that may occur with use of an ordinary hammer. Ends of the rods or bars are always capped with special snap-in hardware inserts to prevent merchandise from sliding off as shoppers push hangers back and forth.

Removable snap-in caps will allow the merchandiser to join lengths of rod or bar with adapters to create longer wall presentations. They can be a store’s least expensive and most versatile fixturing device.

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Jharcraft brand manual

Fig: Basic pine wood framework

54

Fig: Prop as hanger

Fig: Prop with adjustable hanger

Fig: Prop as adjustable shelf

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Jharcraft brand manual

Folding garments.

56

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Jharcraft brand manual

Do’s.

Guidelines:

58

•

Do change your displays In order to keep interest in the products that are being sold, change the display in a timely manner. Products can be out of date and need to be updated.

•

Do give enough space Retail displays should have enough space to move freely around.

Consumers should be able to have access to the whole display.

•

Do create eye-catching window displays that will pull customers into the store A retail display is the first thing a consumer sees when walking up to a store. They need to be intrigued to come in and buy the product that is being sold.

•

Do stay on top of maintenance Even the best-designed displays will lose their appeal if they look dusty or worn out. Displays should be checked regularly, throughout the day, so they never appear picked through or messy.

Dont’s.

Guidelines: •

Don’t sacrifice functionality An eye catching display is only good until it gets in the way of consumers. A retail display should never be so big that it stops the functionality of the store. This can become a fire hazard if exists are blocked.

•

Don’t Set it and forget it Consumers need to be drawn to the display. If the display is forgotten then a consumer is less likely to buy the product that your advertising.

•

Don’t have a messy entrance Messy entrances will be a turnoff to consumers looking in. The more cluttered an entrance display is the less likely a consumer can find what they are looking for.

•

Don’t show a product on display that isn’t in the inventory This is a huge turnoff for consumers. Products on display should be the ones that are sold in the store. Your retail display shouldn’t be false advertisement.

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Jharcraft brand manual

Packaging and promotional materials.

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The manual involves guidelines for the following:

•

Giving buyers a consistent brand experience. When shopping, customer should feel inspired, no matter which store location they are in.

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Engaging and motivating customers to purchase.

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Use and manipulation of attractive sales displays and retail floor plans to engage customers and boost sales activity.

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Showcasing products in attractive ways that targets specific consumers.

Creating standards for stores to provide product presentation, a direction is the best way to achieve these. This will also help customers understand the value of our unique culture.

sakshi.kumari.1@nift.ac.in