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Riciclare
Industrial Design | 2018
Florence Design Academy
Jos Anto George Kelechi Onwuchekwa Ruchir Gupta Vaishnavi Sawant
Brief Design a toy that can be used for motor or cognitive development of Children. Your toy should be functional, joyful and safe for the age range.
** Riciclare Private Limited
Riciclare Riciclare Private Limited is a new Product and Service Design company for play and environmental services in Central Tuscany.
The company has in fact decided to combine a wealth of resources, knowledge and skills, accumulated over many years of activity, to create a single, strong industrial subject capable of facing new challenges, economic and social. To guarantee the centrality of the citizen with whom it will be constantly in dialogue, to educate the new generations to the good practices of waste reduction, to promote and support the increase of a separate collection of quality, to affirm the safety of the management of plants and workplaces: these are just some of the objectives that Riciclare sets out to achieve with enthusiasm, passion and dynamism, strong in its historical roots and sure of its deep values.
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Monogram Options Riciclare upholds it through its operations, setting high standards for itself and for competition in the toy industry. It has also spurred the company to uphold the highest standards of quality and excellence while offering the most exciting brands that facilitate entertainment for both children and the entire family. The companies mission is to influence parents to spend on toys that enable every child to grow with quality toys that contributes to his/ her wholesome development. Company Motto
To educate the new generations to the good practices of waste reduction!
Kids and Colors Children take in the world around them through their eyes, and bright colors are one of the first aspects of sight that help them distinguish form and categorize objects. These colors appeal to young children, as they are easier for them to see. At about 5-months old, children can see colors with their still-developing vision, though distinguishing bright colors comes easier to them. As children age, they continue to be drawn to brighter colors. Color has also been known to affect their moods and behaviour. Children tend to be attracted to the bright block colors of the color wheel rather than pastels or muted blends. Primary colors red, yellow and blue, and secondary colors green, orange and purple, are more appealing than light shades of pink and beige or neutral shades of grey and brown. For this reason, the food and beverage industries, as well as the toy industry, use bright colors to market children’s products. Color affects emotions, and can have a significant effect on developing children. Warmer colors like orange and yellow bring happiness and comfort. Red has been known to increase the heart rate and therefore increase alertness and the appetite, while cooler colors like blue and green tend to have a calming effect. Teachers and parents may consider the ways in which color affects children’s moods when they design their classrooms or bedrooms.
Children learn from a young age to associate colors with particular objects. For instance, they often associate red with apples, orange with oranges, yellow with bananas or the sun, green with grass, blue with sky or water and purple with grapes. Bright colors are also known to have deeper associations. For instance, red is often connected with passion, green with nature.
User Group Primary User - Children 3 - 10 years Secondary User - Parents / Guardians
Packaging “Toy packaging is a real balancing act - it’s about making the toys inside the box look really exciting without misleading the kids, Boxes generally had great vivid colours and nice exciting and dramatic illustrations, but what’s the product? It’s very important that the packaging tells us what the product is and how cool it is,“None of the big toy companies are really taking environmental concerns into account at the moment,” says Bowman, “but they will have to in the future.” Whether or not the toy packaging industry will respond remains to be seen. For the moment, though, the wasteful plastic and cardboard behemoths seem to be the order of the day. Perhaps it’s time the industry went back to basics. Packaging colors are one of the elements that will set your business apart from others and your choice of colors will set your product apart from your competitors’ products. The colors you choose should send the right subliminal messages to inspire any potential customer to buy your product. Color is the best way to reflect and enhance a unified image and branding of your product as it is such a visual medium. Your choice of colors should relate to your logo and reflect the image you are sending to the market place to attract buyers. Kids’ toys are packaged in bright primary colors: yellows, blues and reds. Girls’ toys in a range of pinks.
Mood Board
Existing Products Book
Estimated Product Costs Price (Euros)
Kid’s box
€ 12.79
The jungle book
€ 08.00
Fun for Flyers
€ 15.80
Origami for children
€ 12.15
Super frozen magic forest
€ 09.00
The legends of Kevin
€ 08.50
Greatest Magical stories
€ 10.09
Printing cost one page (100gsm) - 00.10 x 50 = € 5.00 Binding for one book € 0.15 Graphic works cost for one page - 00.11 x 50 = € 5.50 Other charges € 3.00 Total expenses Profit (40%)
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€ 13.65 € 5.46
TOTAL
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€ 19.11
Business Model
Partners
Key Activities
Value Proposition
Customer Segment
Key Investors Toy Retailers Toy Brands Educative Institutions
Design Product Manufacturing Distribution and Logistics Workshops Campaigns Research and Development
Sensory and Cognitive development of the child
Franchise Schools Parents/ Guardians
Social awareness Parent and child bonding
Other relevant institutions
Sales Web Advertisement Retail Social media Campaigns Promotional offers
Resources and Partners Raw material
Distributors & Retailers
1. L.C.I. srl 2. Ing Hans Camstra. 3. Comieco
1. Amazon 2. eBay 3. Mazzeo Giocattoli S.R.L 4. Mattel Srl 5. Giomais 6. GIOCOPARTY SOCIETÀ COOPERATIVA
Manufacturing 1.Authorisation Of production 2. Production control 3. Inspection and quality control 4. Evaluations of production system 5. Finished Goods Logistics - Transportation 1. Speedy Srl Firenze 2. XPO Logistics 3. Globe Transport Srl
Consumers 1. kids 2. Kids schools
Supply Chain The supply chain is comprised of all the businesses and individual contributors involved in creating the product, from raw materials to finished merchandise and other associated elements.
BUY
Raw Material
End User (KIDS and Parents)
Printing
MANUFACTURER
ASSEMBLY
Selected Concept
Packaging MAKE
Activities Secondary Packaging (Instruction Manual)
PACKAGING
Distributer Retailers
Non è Spazzatura
Product Summary
Non è Spazzatura means It is not Rubbish in Italian. The product’s initial target market is customers and institutions in Italy.
Non è Spazzatura is a book that will teach kids about the benefits of recycling used items. Following Riciclare’s stand to teach the important subject of waste recycling to kids at an early age, kids become eco-conscious while they enjoy a story. It is a short story book that is engaging and handy enough to stick with kids, something they can read multiple times. In a playful guide to the importance of waste reduction, they build on a learned habit from very early on.
The name suggestion was intended to build good waste habits in an engaging way. Kids can learn to practise recycling from what only sounds and feels like a phrase. The idea is to not just read a phrase, but also practice from an early age
The Audience The book will be directed towards parents, schools, libraries, online reads and educational workshops for kids. “ The earth, the air, the land and the water are not an inheritance from our fore fathers but on loan from our children.” - Mahatma Gandhi
Expected Initial Business Outcomes 1. Build buyer awareness by 60% in 3 months 2. Obtain for at least 3 incoming products, 50% of each product development cost in the first 6 months Strategic Objectives 1. Set up a number of promotions right after launch to gather momentum for upper rankings in online stores and book reviews. 2. Become the most sought resource for kids education on waste recycling. 3. Create and influence a growing community of ecoconscious individuals in and outside of our target market. 4. Interest and educate not just kids but buyers, on the subject. 5. Following the book, deliver useful information about waste management, benefits and good practices to the general public.
Marketing Plan Non è Spazzatura will be marketed through different media in which a sequence of activities will be followed up to a base awareness level within the first 4 months. Our marketing media will be the following; 1. Direct product sales through online stores and specific kids’ stores. 2. Direct contact to schools, kids’ workshops and educational communities. 3. Promotion through social media; facebook, instagram, twitter, blog posts, magazine articles, promotional websites. 4. Setting up and engaging an active facebook community. 5. Publishing on online social platforms such as Goodreads, increasing sales with give-aways and more reviews. 6. Gaining recognition and critical acclaim by tendering the book for well-known children’s book awards 7. Recognition with professional environmental agencies and communities and eventual partnerships Book tour.
For a targeted boost, an initial marketing action plan will be followed up to and after the first 4 months after launch.
Month 1 1. Putting out initial samples to the target individuals and receiving early product reviews. 2. Direct mailing and promotional visits to kids’ institutions, schools, workshops and kids’ communities within the initial sales demographic range. 3. Launching social media communities on facebook, instagram, twitter. Month 2 1. Consistent social media engagement. 2. Follow-ups with institutions and educational communities, gifting out copies for more exposure and reviews. 3. Promoting on social platforms and active blog channels as guest posts and publishing on well recognised online reading and review platforms. Month 3 1. Consistent social media engagement, introducing fun social media campaigns centred around the environment and recycling. 2. Getting acclaimed with more kids’ institutions, eco-conscious agencies, promoting through green workshops and symposiums. Month 4 1. Consistent social media engagement and campaigning. 2. Getting increased publicity blog post and social media features and more reviews. 3. Launching kids’ workshops about the environment, building on the book with engaging magazine articles and brochures. 4. Tracking progress through sales returns, reviews, features and metrics for every marketing medium.
Non è Spazzatura The real quality of a company lies in its ability to listen, understand and then communicate ideas to their costumers. While listening and undersntanding are vitally important, it’s our ability to communicate that sets Design Directions apart – our ability to apply great design concepts and ideas to create compelling marketing.
Story and Activity Pages
Scribble Pages
Grazie !
** Riciclare Private Limited is a fictional company and this project is solely an educational exercise and does not necessarily reflect the position of any above mentioned institutions or any associated resources.