8 Design Project – I Onliness Test (136) Experience Board (139) Color Workshop (140) Paper Workshop (141) Finalising Brand Name (142) The Onliness Test for Thirsty Crow (143) Brand Idea (144) Brand Manual (145) Applications (157) Packaging (163)
Communication is an important component of Retail Business. Understanding various means of communication and how to create those is imperative for a retail designer. It ranges from creating a brand image, its communication through space, product packaging, print media etc. and is correlated and need to be understood.
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Design Project – I
Guide:- Tanuja Goya, C S Susant & Shakti Banerjee
Dre Studio
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The Onliness test
Design Project – I
WHAT - The ONLY Outdoor gear manufacturer HOW - that provide complete range of function outdoor products WHO - for adventure freak people WHERE - mostly in the India WHY - who wants to explore nature’s beauty WHEN - in an era of urbanization.
WHAT - The ONLY Personal care- Skin care manufacturer HOW - that provide complete range of Herbal skin cream product WHO – for the people who want healthy skin WHERE - mostly in the India WHY - who wants complete Ayurveda solution WHEN - in an era of artificial and chemically made product.
What : The only footwear and apparel manufacturer in India How: that makes rugged, outdoor leather shoes Who: For outdoor enthusiastic men (now women as well) Where: Mostly in Urban India Why: who were inspired by Western fashion When: In the times when people became style conscious/ In the era of rising individualism.
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Design Project – I Brainstorming
Now this is the beginning of Design Project, at this stage, the brief was to create experience board either through ‘smell, taste or sound’. So, started with the brainstorming on smell.
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Design Project – I Brainstorming
After brainstorming, we select the keyword and make theme ‘RAIN-ROMANCE-SEASON’. Again we brainstorming on the theme in the context of smell and at the same time, we illustrate the visual.
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Design Project – I Experience board
Experience board on smell
After doing lots of brainstorming and planning finally time to create an experience in real. So, for installation we thought of amphitheatre would be decent place, in this experience board we trying to portray the element of ‘RAIN-ROMANCE-SEASON’
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Color workshop
The Brief was that we have to pick things from nature and match the color by mixing other set of color. 8
Paper workshop
Design Project – I
We had a session on paper engineering in which we came to know about how paper as material reacts to the structure, how paper can be use as packaging. Also came to know about that we can make machine parts out of the paper.
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Finalising Brand Name
Thirsty crow Oler Hydroaroma
Final Name
Other Options
Finalising Tagline
Twist the cap to hydrate
Final Tagline
Relive the dip
Other Options
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The Onliness test for Thirsty Crow WHAT - The ONLY water bottle manufacturer HOW - that provide cap refresh reminder through smell WHO - for health conscious WHERE - all over the world WHY - who wants to stay fit. WHEN - in an era of busy life. [what] Thirsty Crow is the ONLY water bottle manufacturer that[how] that provide cap refresh reminder through smell for[customer] health conscious [market geography]all over the world who[customer need statement] wants to stay fit in [when] an an era of busy life.
Design Project – I
Segmentation Geographic City Size: Mostly Major Cities & Sub Metros Climate: All the season (preferably Hot & Humid) Psychographic Lifestyle: Corporate and working people Personality: Health Conscious Demographic Family Size: Mostly Individual & also Families Corporate and office going people
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Brand Idea A water cap reminds you to drink every (time duration) with refresh cap reminder (through smell).
Design Project – I
Our lives are so busy
80% of us forget to drink water.
People are constantly advised to stay hydrated every day by drinking plenty of water. But sometimes time just slips away, and it can be hours before someone realizes they’ve forgotten to take just a sip. Staying hydrated ensures that your body is well regulated. However, with how busy the life has become. 12
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Brand story Thirsty crow caters to the energetic souls of the corporate world. The aspirations of the thirsty crow toiling hard to drink water from the pitcher finds its similarity with the hardworking and determined people of the corporate world. The attributes of the crow: - Intelligence and agility are also featured in the packaging design.
Design Project – I Brand Manual
Logo story
Thirsty crow logo has its unique identity which is completely complimenting the brand positioning. As Thirsty crow as a brand reminds you to drink water every hour exact message you can see in logo hr with drop of water which acts as ‘i’ in Thirsty.
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Typography To provide a classical and little quirkyness look in the Thirsty crow brands use of typography, the Eras-UltraBlk-Heavy & Microsoft YaHei UI should be used on all communication for Thirsty crow products.
In the case of word documents or powerpoint presentations, the Arial font may be used if the Microsoft YaHei UI font is unavailable.
Design Project – I Brand Manual
The font use in tagline is Microsoft YaHei UI . The recommended weight of Microsoft YaHei UI regular. Light and light italic are use for body copy, while regular bold is more suitable for headlines captions.
Recommended weight Eras-UltraBlk-Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ acdefghijklmnopqrstuvwxyz 1234567890!
Additional weight Microsoft YaHei UI BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ acdefghijklmnopqrstuvwxyz 1234567890!
Microsoft YaHei UI regular ABCDEFGHIJKLMNOPQRSTUVWXYZ acdefghijklmnopqrstuvwxyz 1234567890! 15
Brand Colour Pallette the standards for which may be found in the current edition of the PANTONE Color Formula Guide For 4- color process printing, refer to the CMYK values shown here. For on-screen and web applications (PowerPoint, video, broadcast, web sites, intranets, extranets), refer to the RGB/HEX values specified.
Design Project – I Brand Manual
This color palette emphasizes the brighter, livelier Thirsty crow brand colors. The primary colors of this Palette consist of Thirsty crow light blue, white & balck. These secondary colors are equivalent to the PANTONE color values cited in the table,
Color
CMYK (Print)*
0 0 0 100
0000
100 0 0 0
RBG
28 28 27
255 255 255
0 158 227
HEX (web)
1C1C1B
FFFFFF
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009EE3
The Logo Foot Print he Thirsty crow logo is a unique piece of artwork. The proportion and arrangement of symbol and wordmark have been specifically determined. The logo should never be typeset or altered, which could cause inconsistencies that dilute the impact of the brand’s power.
Design Project – I Brand Manual
The Thirsty logo consists of two elements - the Thirsty crow symbol and Thirsty crow wordmark. In the preferred version, the logo appears in Thirsty crow blue and black. In alternative versions, the logo is reversed out of the badge in Thirsty crow.
Preferred Logo Preferred Logo Thirsty crow Thirsty crow symbol symbol
A
Wordmark Wordmark
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Logo Logo
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Clear Space The minimum clear space for the Thirsty crow logo and the alternate horizontal logo is defined as the height of ‘t & c’ the in the wordmark.
Design Project – I Brand Manual
To preserve the Thirsty crow logo’s integrity, always maintain a minimum clear space around the logo. This clear space isolates the logo from competing graphic elements such as other logos, copy, background patterns that may divert attention.
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Minimum Size which should not be reproduce in a size smaller than 1” in width for the preferred logo, 1.25” in width for the alternate horizontal logo.
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1”
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1”
1.25”
1.25”
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Design Project – I Brand Manual
The Thirsty crow logo retains its visual strength in a wide range of sizes. However, when the logo is reproduced in print too small, it is no longer legible and its impact is diminished. The minimum size of the logo for print is determined by the width of the Thirsty crow wordmark,
Logo Misuse
Design Project – I Brand Manual
Incorrect use of the Thirsty crow logo compromises its integrity and effectiveness. The examples of logo misuse below are not comprehensive; they are only a small sample of possible misuses of the Thirsty crow.
crow
To ensure accurate, consistent reproduction of the Thirsty crow logo, never, add to, or attempt to recreat it.
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Don’t typeset the wordmark
Don’t combine the logo with other text
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Never change the badge color
Don’t change the color of the logo
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Don’t remove the registered trademark from the logo
Don’t stretch the logo disproportionately
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TM
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Don’t rearrange element of the logo
Don’t use logo with trademark
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Don’t change the proportion of logo element
Logo Placement
Preferred placement
Secondary placement Spacing for Preferred placement
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Spacing forsecondary placement
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Design Project – I Brand Manual
Clear space from the bottom and right edge is equal to three times the height of the letter ‘t’ as illustrated in the diagram. If the logo cannot be placed in the lower right corner, an acceptable alternate placement is the top left corner. Be sure to maintain the same amount of clear space from the top and left edges.
When ever possible, the Thirsty crow logo should appear in the lower right-hand corner, in full color, on a white background. Consistent placement in this location on communication materials helps location on communications materials helps build awarness of the Thirsty crow brand.
Design Project – I Brand Manual
Logo Exploration
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Design Project – I Brand Manual
Gray Scale
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Design Project – I Brand Manual
The process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
1 inch
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Design Project – I
Applications
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Design Project – I Applications
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Design Project – I Applications
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Design Project – I Applications
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Key Line
40 mm
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Graphic on Packaging
Our lives are so busy, 80% of us forget to drink water, A water cap reminds you to drink every hour with refresh cap reminder.
Imported & marketed BY
Available colours
survey No. 98/1/1, 98/1/2, 99/2/1 & 100/1/1 Opp. Old KLJ, Village, UT of dadra & Nagar Haveli, Silvassa - 396 230
Packed on APRIL 2016 SLIMPPO42016000008/16-17 MRP
Lavender
580/-
INCLUSIVE OF ALL TAXES CONTENTS : 1 UNIT CAPACITY : 420 ml.
YEA
WARRA
Y NT
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In case of consumer complaint contact consumer care cell, toll free no: 1800 209 2132 E mail: thirstycrow.com Website: www.thirstycrow.com Address: NID, Ground floor, Tumkur road, Peenya 2nd stage, Bangalore - 560022 Usage Do not use flask for carbonated drinks. Do not use flask for extreme hot water warm water is advisable. Set the timer for reminder after every use. Refill the the aroma to the cap container when it get empty. Keep the bottle in cool place.
This product is under one year warranty from the date of retail purchase against any manufacturing defects in material and workmanship. The warranty does not cover damages resulting from accidents, mishandling or tampering with the mechanism. Warranty valid against producing original bill endorsed by seller.
Cleaning instructions: Wash the flask inside out with a mild detergent. Use a brush for cleaning the insides. Do not use strong detergents, bleach or cleanser containing chlorine to clean the flask. when not in use, keep your flask lid open to avoid odour.
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420 ml.
Thread Locking Mechnism
Smell will come out from this hole
Bottle color
Transpaerent Sticker with glossy finish 34
Art board, Matt Lamination on both side
Packaging Concept The positioning of Thirsty Crow is busy corporate and office going, people. So, the challenges were that I have to design pack in such way that it gives an essense of corporate. I did loads of exploration finally I got the package design which I really liked. The idea behind the packaging was that if you think about corporate you have first thing in your mind that well dressed(formal). In packaging design. I am tryingto show ‘COLLAR’ signifies the corporate and office going people.
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Logo Exploration
Initial explorations
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Graphics explorations
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raju_k@nid.edu 40