Diploma Project Documentation

DIPLOMA PROJECT DOCUMENTATION 2012

BY ROHIT BIYANI | SRISHTI SCHOOL OF ART, DESIGN & TECHNOLOGY

Š Rohit Biyani 2012, Srishti School of Art, Design & Technology Bangalore.

Author and Design, Rohit Biyani.

Printed at Kolor Kode, Bangalore.

CONTENTS 01 - INTRODUCTION

03

- About Mr Button

04

- Design Brief

06

02 - PROJECT PROCESS

09

- Timeline

10

- Research

12

- Design Principles

18

- Journal Concept

20

- Design Specification

28

- Final Journal

34

03 - ADDITIONS

43

- Look Book

44

- Pre Launch Video

48

- Web Creativities

50

- Gift Vouchers

52

04 - REFERENCE

54

05 - ACKNOWLEDGMENT

55

06 - PRE LAUNCH VIDEO CD

56

INTRODUCTION

04

INTRODUCTION

ABOUT MR BUTTON Company: Khetan Apparels Pvt. Ltd.

Mr Button is committed to providing sharp and

City: Bangalore, India

tailored clothing that addresses all aspects of a

Founder: Deepak Khetan

man’s lifestyle and lets him feel confident and

Brand: Mr Button

smart in every moment of his day. With pains-

Vision: To aspire Indian men to look sharp

taking attention to detail, we design to enhance

and dress smart

and encourage their customers’ self expression

Mission: Providing an ultimate platform that

through style

guides, inspires and provides them with the sartorial and effortless style.

Target Group: 23-35 years men with average monthly income of Rs. 30,000/-

A man deserves to look sharp, everyday.

WE ARE HERE TO MAKE IT HAPPEN

06

INTRODUCTION

DESIGN BRIEF Keeping the vision intact, the brand plans to

Final Deliverables

explore the digital, print and physical medium

1-Print

to attract and reach to a wide audience through

i: 1st edition - Print Magazine / Journal

various communication channels.

ii: Collection / Look Book

Hence, my role as a graphic designer included

2-Digital

defining and creating the design language for

i: Pre-Launch Video

the print journal which was as minimal and

ii: Creativities for web and social media

structured as the brand itself. Also to explore different marketing channels and come out with a medium which not only should attract, but communicate about the brand.

Marketing Channels

MR BUTTON

PRINT

DIGITAL

PHYSICAL

Journal Stationery Catalog MarketingCollaterals

Pre Launch Video Kiosk Web creativities

Pop-Up Store Fashion Shows Events

TARGET AUDIENCE

PROJECT PROCESS

10

PROJECT PROCESS

TIMELINE • Proposal • Marketing Ideas

JUL 2012

• Research and Analysis • Concept Development (Journal) • 1 Review, July 31

• Research and Analysis • Photo shoot

AUG 201 2

• Pre Launch Video • 2 Review, August 13 • Print Journal (Version 0.1) • 3 Review, August 27

• Concept Development (Look Book) • 4 Review, September 7

SEP

• Print Journal (Version 0.2)

201 2

• Reworked on Proposal • Web Creativities • 5 Review, September 17 • Print Journal (Version 0.3)

• 6 Review, October 1 • Reworked on Print Journal V0.3

OCT 201 2

• Finalizing Print Journal • Finalizing Look Book • 7 Review, 11 October • Presentation • Documentation

12

PROJECT PROCESS

RESEARCH It is said “You got to know where you come from to know where you are going” and hence it was important to find out the importance of print media before designing the journal. Print Media till date has not lost its charm and still makes a longer impact on the minds of the reader because its presence can be felt – It is there, it is true. It is one of the oldest medium and basic form of mass communication which is easily accessible. Keeping the importance of print media in mind, began the design research on journal.

Competitive Analysis

13.2 X 9.6 in

* Reviewed on a scale on 1 to 5, 5 being the best.

Reviewed by 10 designer from different fields at Srishti School of Art, Design & Technology.

10.9 X 8.4 in

14

PROJECT PROCESS

Survey Analysis A survey was conducted to understand maga-

23%

zine readership in India.

Yes

40% Sometime

> 18 -

Years

18-22 -

In all 63% of people read men’s fashion magazine.

23-35 More than 50% of the youth follow Lifestyle,

36-40 -

Technology and Fashion Magazines.

41-50 50 < 0

More than 60% of the people buy magazines 5

10

15

20

25

30

glancing through the articles and photographs.

No. of People

Total No. of Respondents: 48 Male: 35 Female: 13 Majority of the people came under the category of 23 to 35 years of age group which is same as Mr Buttonâ&#x20AC;&#x2122;s target group.

51% 51% of people go through content page of the magazine.

Name of the magazine is most important on the cover page followed by the photographs, article

57%

21%

title, description & page number.

Article heading is the most important thing on

57% people like to purchase Magazines from store

the content page followed by the page number,

and only 22% buy through advance payment

article description and photographs.

More than 50% of people says magazine help them in purchasing of the brand merchandise.

Survey Link: https://docs.google.com/spreadsheet/viewform?formkey=dHpNSTNaV2dBeVdWVXJBeVRSWml1V3c6MQ

Personas

Name: Rahul Mehta

Name: Abhijeet Sharma

Name: Amit Singhania

Age: 25 years

Age: 29 years

Age: 34 years

Profession: Software Engineer

Profession: Investment Banker

Profession: Businessman

Stays in Bangalore.

Place: Mumbai.

Stays in New Delhi

Built: Average

Built: Slightly Over-weight.

Built: Round around the equator

Rahul is a new-comer to the city

Abhijeet is flustered by work

Amit Singhania runs a successful

of Bangalore, He works at Access

during the week and has personal

chemical’s business from New Del-

Point Software Technologies, in

time on rare Sundays. His person-

hi. He is friendly, warm and charm-

Electronic City, Bangalore.

al time is occupied mainly by his

ing and can make a vegetable

He feels out of place in his work

baby son who he adores and wants

salesman buy Sulphuric acid, how-

environment, mainly because of

to spend every minute of his free

ever his clothing doesn’t reflect

his clothing style. He feels that

time with. All of this is great for

the man within. It’s tedious and

t-shirts just don’t cut it in the

Abhijeet the dad, but what about

embarrassing for the self conscious

workspace, but has no idea how

Abhijeet the Working Professional.

Mr. Singhania to get his waist mea-

to give his wardrobe a make over.

His wardrobe is at an average, 5

sured by tailors for custom clothes.

years old, and as comfortable as

He wishes there was a way in

his favorite white shirt may be, the

which this could be done in private,

world sees him wearing a worn-out

but alas, he is always subject to the

faded shirt. Abhijeet realises this

tailor bringing out two measuring

but he just can’t afford to let his

tapes and joining them together.

“He feels out of place in his work environment, mainly because of his clothing style.”

- Rahul

son out of his sight. He just doesn’t have the time.

“His personal time is occupied mainly by his baby son who he adores and wants to spend every minute of his free time with.”

- Abhijeet

“It’s tedious and embarrassing for the self conscious Mr. Singhania to get his waist measured by tailors for custom clothes.”

- Amit

16

Photoshoot - Behind the Scene

Photoshoot - Time Lapse

PROJECT PROCESS

Mood Board

18

DESIGN PRINCIPLES

PROJECT PROCESS

i: Break Rules ii: Create Interest iii: Typographic Title

20

PROJECT PROCESS

JOURNAL CONCEPT In order to specify the target market more precisely, the brand didnâ&#x20AC;&#x2122;t just need the digital media but a medium that would expand the area of its audience. Since the digital media would be accessible to anyone, the brand would go for a direct medium. The other channels that brand recognized were print and physical medium. As the brand is not just about providing clothing but also inspiring and guiding men to look sharp, it needed a strong communication on these media.

What to wear

Top Picks

Style Guide

Occasion, profession, lifestyle

Editors pick, our best, Blazers

Information on style, clothing,

and boardroom meeting/office

We pick the most highly covet-

how to wear, products, fit, size,

every day wear look.

ed clothing for your wardrobe.

right color for you etc.

The Look

Collaborations

Men at Mr Button

Occasion oriented, movie, people

XYZ + Mr Button, products,

Story page, Testimonial,

oriented, etc,

photo shoot, write up about

Before and After, Share your

the brand.

wear

22

Rough Layouts

PROJECT PROCESS

August 2012

How to rock your look at work ?

03

What to wear ?

How to rock your look at work ?

05

www.mrbutton.in

What to wear ?

How to rock your look at work ?

07

What to wear ?

THE JOURNAL

How to rock your look at work ?

09

What to wear ?

How to rock your look at work ?

10

What to wear ?

www.mrbutton.in

THE JOURNAL

How to rock your look at work ?

12

What to wear ?

An Online Retail Destination to Inspire, Guide and Provide Men with E ffortless Style.

THE JOURNAL

The Art of Minimalism

Celebrating the Independence era of Sharp Dressing

Shayak Sen The UI Architect

ANTARDESI + MR BUTTON

Style Guide

The Look

Men At Mr Button

Collaborations

An Online Retail Destination to Inspire, Guide and Provide Men with Ef fortless Style.

Cover Page Iteration

Feedback • Need for better layout.

• Articulating design principles while designing a layout; in order to guide the design criteria through the entire project.

• Typefaces to be formulated.

CONTENTS

Contents

CONTENTS

05

What to wear

1

What To wear

1

What to wear?

How to rock your look at work?

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus risus nisi, facilisis vel tempus vitae, tempus id sapien.

Back to the era of the

Page no.: 2

05

What to wear

Page no.: 2

05

2

How to rock your look at work?

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus risus nisi, facilisis vel tempus vitae, tempus id sapien.

05

2

Style Guide The best of styles and inspirations to make every product in your wardrobe look sharp

Collaboration

-04-

Celebrating the Independence era of Sharp Dressing

Page no.: 2

What To wear How to rock your look at work?

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus risus nisi, facilisis vel tempus vitae, tempus id sapien.

Page no.: 2

05

4

What to wear

ANTARDESI & MR BUTTON

05

What To wear

5

What to wear

How to rock your look at work ?

What To wear

3

-02-

Essential Blazers for your wardrobe

What To wear How to rock your look at work?

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus risus nisi, facilisis vel tempus vitae, tempus id sapien.

Style Guide

How to rock your look at work?

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus risus nisi, facilisis vel tempus vitae, tempus id sapien.

5

Collaboration Back to the era of the

-10-

-08-

-06-

6

Men At Mr Button

What To wear How to rock your look at work?

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus risus nisi, facilisis vel tempus vitae, tempus id sapien.

Page no.: 2

Content Page Iteration

The Art of Minimalism

6

3

Top Pick Back to the era of the

Shayak Sen The UI Architect

Page no.: 2

4

The Look The best of styles and inspirations to make every product in your wardrobe look sharp

Back to the era of the

-12-

24

PROJECT PROCESS

SEPTEMBER 2012

www.mrbutton.in

THE JOURNAL For assistance email: hello@mrbutton.in or call: +91 924377 8008

An Online Retail Destination to Inspire, Guide and Provide Men with Effortless Style.

Trying to minimize the use of many typefaces to give the magazine a coherent look.

Cover Spread - V0.1 Inner Spread - V0.1 WHAT TO WEAR? How to rock your look at work?

Top Left: Corporate Wear Blue Shirt | 10007 Grey Formal Trouser | 20004 Top Right: Creative Wear Blue Elbo Patch Shirt | 10007 Grey Formal Trouser | 20004

Photographer: Raahul Khadaliya, Producer: Deepak Khetan, Model : Gilles Barras

Shayak Sen

Black Linen | 10004

- 04 -

- 05 -

www.mrbutton.in

www.mrbutton.in

CONTENTS CONTENT

INTRODUCTION - 03 WHAT TO WEAR - 05

Using a clean horizontal layout with ample white spaces as opposed to the cluttered layout in the previous iteration.

THE FIT

THE COLLECTION

THE EXPERIENCE

Menswear has a new shape.

Say Hello to well crafted Structured Fits.

An exquisite range of well curated style to bring you an expertly lineup of Sartorial Clothing.

From Style Advisor to Tailored Clothing - We bring you all integrated services to give you an astounding experience.

Explore the ultimate platform to become a man of effortless style.

STYLE GUIDE - 07 THE LOOK - 09 COLLABORATION -11 TOP PICK - 12

Content Spread - V0.1 Inner Spread - V0.1 STYLE GUIDE The Art of Minimalism

Pink Classic Shirt | 10007 Grey Formal Trouser | 20004 Grey Formal Blazer | 30008 Famosi Blue Shoes

Pink Classic Shirt | 10007 Grey Formal Trouser | 20004 Famosi Black Shoes

Mini alis is an eternal lassi rather than a short lived ad

At Mr Button, Less is More. Our key value: Minimalism; is an eternal classic rather than a short lived fad. A gentle man immediately adds great value and substance to his look, when it is Minimal and Classy. Now to clear some clouds of doubt, Minimalism is not about Minimal effort. Its the look that you attain by mixing clothing and accessories of a similar texture/print family and the look that speaks effortless

Pink Classic Shirt | 10007 Grey Formal Trouser | 20004 Grey Formal Blazer | 30008 Famosi Blue Shoes Photographer: Raahul Khadaliya, Model: Elvis Arnold, Gilles Barras

haya

en

www.mrbutton.in

Bla

inen

10004

www.mrbutton.in

Feedback • Emphasizing more on the hierarchy of fonts in the layout.

• Maintaining consistency in the layout, especially in the cover page, retaining the design principles.

• Branding of the journal needs more thinking.

26

PROJECT PROCESS

SUIT

UP Septemebr 2012

www.mrbutton.in

An Online Retail Destination to Inspire, Guide and Provide Men with Effortless Style.

For assistance email: hello@mrbutton.in or call: +91 924377 8008

Given the journal a suitable title to bring out its identity.

Cover Spread - V0.2

Inner Spread - V0.2 W

W

Corporate Wear Blue Shirt | 10007 Grey Trouser | 20004

Corporate Wear Blue Shirt | 10007 Grey Trouser | 20004

Guiding the viewer through the page by emphasizing different elements.

Corporate Wear Blue Shirt | 10007 Grey Trouser | 20004 Blue Shirt | 10007 Grey Trouser | 20004

a a

e

a

e

10004

WHAT TO WEAR?

03

TOP PICK

09

STYLE GUIDE

05

A man dereves to look sharp, ever yday.

WE ARE HERE TO MAKE IT HAPPEN. THE FIT

THE COLLECTION

THE JOURNAL

THE EXPERIANCE

Menswear has a new shape.

Say Hello to well crafted Structured Fits.

An exquisite range of well curated style to bring you an expertly lineup of Sartorial Clothing.

A gateway to access, disperse and preserve your Style and Fashion.

An exquisite range of well curated style to bring you an expertly lineup of Sartorial Clothing.

COLLABORATION

OROSILBER + HAPPY SOCKS + FAMOZI = MR BUTTON

Explore the ultimate platform to become a man of effortless style.

11

LAUNCH PARTY

12

Bangalore

MR BUTTON @ F-BAR

Content Spread - V0.2

Iteration for Article Heading TOP PICK

30008 Grey Formal Blazer

09

30008 Grey Formal Blazer

The Blazers at Mr Button have been made with Even a simple plain one button blazer is so chic and can be worn as a separate or a suit up look.

The fabrics have been carefully selected and the price that it comes at, is just unbelievable.

Above we present our editors most coveted Blazers for this fall.

Presenting our editors mostcoveted Blazers for this fall

“My old shirt feel neglected now.”

Whether you’ve simply fallen out of love with yourprevious formal wear and like the idea of replacing it with this seasons ‘must have’ silhouettes and styles, or fancy cashing in on Pink Classic Shirt | 10007 Grey Formal Trouser | 20004 Grey Formal Blazer | 30008 Famosi Blue Shoes

your wardrobe, then this is the scheme for you.

Ashish K

MR BUTTON

Black Linen | 10004

Inner Spread - V0.2

@ MR BUTTON AT F-BAR

Feedback - Layouts need to be more relevant to the brand direction - Redesign journal keeping in mind the design principles.

28

PROJECT PROCESS

DESIGN SPECIFICATION 20 mm 225 mm

20 mm

20 mm

58 mm

295 mm

20 mm

Page Size

5 mm

Margins & Columns

CREATIVE WEAR Blue Elbow Patch Shirt Grey Formal Trouser 2 4

THE JOURNAL

T TLE

A gateway to access, disperse and preserve your Style and Fashion.

Artical ame

4.23 mm

Baseline Grids Type size

Number of Pages: 16 (4 Spreads) Paper: Matt | Lamination Cover Page 300 gsm Inner Pages: 220 gsm Printing: Digital Offset (Kolor Kode) Binding: Staple Bind Colours: C 100 M 97 Y 22 K9

C0 M0 Y0 K0

C0 M0 Y0 K 70

Typefaces: Gotham, Blokletters Type Sizes: Heading: Gotham Bold | 18pt Article name: Gotham Book | 15pt Bodycopy: Gotham Book | 9pt Men at Mr Button Section Statement: Blokletters | 9pt Bodycopy: Gotham Book | 9pt

30

PROJECT PROCESS

MEN ‘n’ STYLE October 2012

www.mrbutton.in

www.mrbutton.i n An Online Retail Destination to Inspire, Guide and Provide Men with Effortless Style.

For assistance email: hello@mrbutton.in or call: +91 924377 8008

Cover Spread - V0.3

Inner Spread - V0.3 02

THE FIT

REDEFINING THE WAY YOUR TROUSERS FIT

Menswear has a new shape.

Say Hello to well crafted Structured Fits.

Blue Shirt 10007

Sharpened with narrow structured collar and cuffs for a more modern yet classic look.

Grey Trouser 20004

Sharpened with narrow structured collar and cuffs for a more modern yet classic look.

Blue Shirt 10007

Sharpened with narrow structured collar and cuffs for a more modern yet classic look.

Blue Shirt 10007 Grey Trouser 20004

CONTEN T THE FIT Menswear has a new shape. Say Hello to well crafted Structured Fits.

02

THE COLLECTION An exquisite r ange of well curated s tyle t o bring you an expertly of Sartorial Clothing.

04

THE JOURNAL A gateway to access, disperse and p reserve your Style and Fashion.

06

WHAT TO WEAR?

07

STYLE GUIDE

08

TOP PICK

09

MEN AT MR BUTTON

10

A gateway to access, disperse and p reserve your Style and Fashion.

THE SERVICES

12

An exquisite r ange of well curated s tyle t o bring you an expertly lineup o f Sartorial Clothing.

A man dereves to look sharp, everyday.

WE ARE HERE TO MAKE IT HAPPEN.

Content Spread - V0.3

Inner Spread - V0.3

Blue Elbow Patch Shirt 10007 Grey Formal Trouser 20004 Grey Formal Trouser 20004

TOP PICK

STYLE GUIDE The Art of Minimalism

The Essential Blazers

At Mr Button, Less is More. Our key value: M inimalism; is an e ternal classic rather than a short lived fad.

A gentle m an i mmediately adds great value and s ubstance t o his look, when it is Minimal and Classy.

Now to clear some clouds of doubt, Minimalism i s not about M inimal effort. Its the look that you attain by mixing clothing and accessories of a similar texture/print family and t he look that speaks effortless.

The Blazers at M r Button have does wonders to nay body type.

Even a simple plain one button blazer is so chic

Blue Elbow Patch Shirt 10007 Grey Formal Trouser 20004 Grey Formal Trouser 20004

Blue Elbow Patch Shirt 10007

Blue Elbow Patch Shirt 10007

Blue Elbow Patch Shirt 10007

Blue Elbow Patch Shirt 10007

32

PROJECT PROCESS

Cover Page Iterations

Men &

MEN & STYLE October 2012

Style october â&#x20AC;&#x2DC;12

www.mrbutton.in

www.mrbutton.i n

An Online Retail Destination to Inspire, Guide and Provide Men with Effortless Style .

An Online Retail Destination to Inspire, Guide and Provide Men with Effortless Style.

MEN & STYLE October 2012

www.mrbutton.in

An Online Retail Destination to Inspire, Guide and Provide Men with Effortless Style .

MEN AND STYLE October 2012

www.mrbutton.in

An Online Retail Destination to Inspire, Guide and Provide Men with Effortless Style .

Cover Page Iterations

Iterations for Name

MEN ‘n’ STYLE MEN ‘N’ STYLE MEN AND STYLE MEN & STYLE

MEN AND STYLE

Men &

Style

34

FINAL DESIGN

PROJECT PROCESS

36

PROJECT PROCESS

38

PROJECT PROCESS

40

PROJECT PROCESS

ADD-ONS

44

ADD-ONS

LOOKBOOK Concept and Inspiration Making it easier for customer to choose the right combination.

The idea of the look book came while going through the various catalogue on menâ&#x20AC;&#x2122;s apparel. One drawback was in trying to imagine the different combinations of products.

The Look Book of Mr Button makes the task easier and simple by just flipping and overlaying.

SHIRTS

Blue Curved Collar 10001

White Linen 10002

Blue Textured 10003

Black Linen 10004

TROUSERS

Beige Chinos 20001

Grey Plaid 20002

Mustard Brushed 20003

Dark Grey 20004

BLAZERS

Black Morden Safari 30001

Grey Double Breasted 30002

Drak Grey Two Button 30003

Beige Two Button 30004

SHORTS

Dark Blue Shorts 40001

Blue Shorts 40002

Brown Shorts 40003

Green Cargo Shorts 40004

46

ADD-ONS

Look Book V0.1

Pros • Easy to Print • Cost Effective

Cons • Can’t see the proper fit.

Look Book V0.2

Pros • Interesting way of mixing and matching the products.

• QR Codes direct you to that product’s page.

Cons • Needs a separate die cut for each type of product.

• Production became expensive

Look Book V0.3

Printed on Tracing Sheet

Pros • Cost Effective.

• Overall look is good.

Cons • Difficult to flip over.

• Light coloured products don’t look good.

Printed on Transparent Sheet

48

ADD-ONS

PRE LAUNCH VIDEO

Screen Shot of Video

Video included in the CD at the back

50

WEB CREATIVITIES

Website Banner | www.mrbutton.in

ADD-ONS

Web Invite

Google Ads (.Gif)

Google Ads (.Gif)

52

ADD-ONS

GIFT VOUCHER

Flyer - Cover

Flyer - First Unfold

Flyer - Second Unfold

REFERENCE Books & Journals Art India | 17 Issue 2012 Bak | Volume 17 Diesel Catalogue | S/S 2012 GQ | July, August 2012 Icon | February 2012 Mr Porter Post | August 2012 Tank | Volume 7 The Collective | Fall Winter 2012 The Man | June 2012 UCB Catalogue | S/S 2012 Wallpaper | July 2012

Websites www.behance.com www.gdbasics.com www.mrbutton.in www.noupe.com www.thenounproject.com

ACKNOWLEDGMENT Family Mamma Papa Prateek Radhika Priyanshu Review Panel Deepta Sateesh Manasee Jog Rakhi Peswani

Mr Button Team Deepak Khetan Raahul Khadaliya Sonam Chauhan Friends Anuja Shukla Paridhi Kabra Rohan Gupta Pratyush Gupta

Institution Srishti School of Art, Design & Technology - Bangalore Company Khetan Apparels Pvt. Ltd. Bangalore

PRE LAUNCH VIDEO CD

www.mrbutton.in