GRADUATION PROJECT REBRANDING- Visual Identity &
Packaging for BabyChakra Sponsor : BabyChakra, Mumbai
Volume : 1 of 1 STUDENT : Siddhi Kamlesh Bakrania PROGRAMME : Masters in Design (M.Des)
GUIDE : Nijoo Dubey
2014 Interdisciplinary Design (Design for Retail Experience)
NATIONAL INSTITUTE OF DESIGN R&D CAMPUS, BANGALORE
ORIGINALITY STATEMENT I hereby declare that this submission is my own work and it contains no full or substantial copy of previously published material, or it does not even contain substantial proportions of material which have been accepted for the award of any other degree or final graduation of any other educational institution, except where due acknowledgment is made in this graduation project. Moreover I also declare that none of the concepts are borrowed or copied without due acknowledgment. I further declare that the intellectual content of this graduation project is the product of my own work, except to the extent that assistance from others in the project’s design and conception or in style, presentation and linguistic expression is acknowledged. This graduation project (or part of it) was not and will not be submitted as assessed work in any other academic course. Student Name in Full:
Siddhi Kamlesh Bakrania
Signature:
Date:
COPYRIGHT STATEMENT I hereby declare that National Institute of Design the right to archive and to make available my graduation project/thesis/dissertation in whole or in part in the Institution's Knowledge Management Centre in all forms of media, now or hereafter known, subject to the provisions of the Copyright Act. I have either used no substantial portions of copyright material in my document or I have obtained permission to use copyright material. Student Name in Full:
Signature:
Date:
Siddhi Kamlesh Bakrania
The Evaluation Jury recommends SIDDHI KAMLESH BAKRANIA for the M.Des of the National Institute of Design IN INTERDISCIPLINARY DESIGN (DESIGN FOR RETAIL EXPERIENCE)
herewith, for the project titled "REBRANDING - Visual Identity & Packaging for BabyChakra" on fulfilling the further requirements by
*
Chairman Members :
*Subsequent remarks regarding fulfilling the requirements :
Deputy Registrar (R & D Campus)
Activity Chairperson (Education)
VISUAL IDENTITY REDESIGN
Acknowledgment A strong foundation makes the building stand & sustain for the year to come. All those people who taught me & helped me grow in this 2.5 years made my foundation of design education strong. I take this opportunity to thank my Discipline coordinator Mrs. Nijoo Dubey & all my course faculties & technicians for guiding me through my course at NID.
The Internship opportunity I had with BabyChakra, Mumbai was an enriching experience. I am grateful for having a chance to meet wonderful people. Bearing this in mind, I would like to express my deepest gratitude to Mrs. Naiyya Saggi, Mr. Himanshu Bhagat & Design team who helped me in many ways during my course of Internship.
The most sincere & heartfelt thank you towards my Guide Mrs. Nijoo Dubey, for guiding me throughout the project with her valuable inputs, time-to-time feedbacks & answering my silly questions. I thank Mr. Susanth C.S. & Mrs. Nijoo Dubey for taking the module of Identity, Branding & Packaging that inspired me to do my Graduation Project in the field of Branding & Packaging Design.
A big thanks to all my Batchmates, Juniors, Seniors & Super seniors at NID for making my time here worthwhile & for always inspiring me to be a better version of myself. I consider it a privilege to have learn & lived with some of the most creative & extraordinary minds of this country.
I extend my gratitude to all visiting faculties who have inspired us & opened our eyes to fresher perspective. KMC & the innumerable & overwhelming resources being constant distractions.
I also acknowledge with deep sense of reverence, my gratitude towards my parents & my siblings, who have always supported me morally as well as economically. I could not have done it without them. Lastly, I would like to thank the printers at printXpress, Bangalore for bringing this document to life.
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VISUAL IDENTITY REDESIGN
Preface Living in a country like India, in all its diversity, celebration & glory. I’ve always looked at the amount of visual information that we as a audience are surrounded by & I’ve thought of ways in which it could be simplified, sorted or refined. As Paul Rand states, “The public is more familiar with bad design than good design. It is, in effect, conditioned to prefer bad design, because that is what it lives with. The new becomes threatening, the old reassuring.”
Thus, when the opportunity came to redesign the visual identity of BabyChakra an online portal for all the parenting needs. I began with the study of consumer lifestyle aspirations to identify the key aspects that eventually governed the design decisions. Main focus of the project is to make strategic branding & unboxing experience for BabyChakra. This is the essence of what kept me inspired throughout the journey of my graduation project.
The plethora of brands, both local & global all shout out to their best for attracting their target audience. There is a desperate need to express but at the same time there is a need to stand out & differentiate ourselves & our aspirations from the one around us. The world of visuals is a confusing place, & simplifying things is not necessarily the solution to every problem. There is a beginning of an emergence of a more caring & design awareness society of 21st century. This has led to enormous changes in the world of design. While there is a beauty in the visual clutter, there is a value of better visual communication.
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VISUAL IDENTITY REDESIGN
CONTENT Planning Process . . . . . . . . . . . . . . 01 Groundwork Research . . . . . . . . . . . . . . . .07 Research & Analysis . . . . . . . . . . . . . . . . . . . . . .15 Consumer Research . . . . . . . . . . . . . . . . . . . . . . . . .23 Brand Vocabulary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Logo Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 Logo Guidelines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67 Color & Typeface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77 Brand Application . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .85 Brand Image Style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91 Print Collaterals . . . . . . . . . . . . . . . . . . . . . . . . . . . . .97 Branding Kit . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119 . Packaging Design . . . . . . . . . . . . . . . . . . .127 Closure . . . . . . . . . . . . . . . . . . . . . . 143
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VISUAL IDENTITY REDESIGN | 01
Planning Process
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“Creativity requires human thought, spontaneous intuition, & a lot of courage.” Akio Morita
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Why This Project? My first Design Project module at NID included of creating an identity, branding & packaging of any street food in India. The design process gave me an insight on all the minute to major details of how to build up a brand from scratch? Why branding is necessary? Why packaging is not just about paper or any other material, it’s about how you’re preserving your food or attracting your consumer to buy the same thing again & again. The Ideation process, discussions & feedback sessions all turned out to be extremely insightful & thats when I discovered my interest into Identity, branding & packaging design opportunities. Thus, understanding consumers, the company as well as defining growth gave me an interest to take it forward as my Graduation Project.
In India the babycare online industry is on an evolutionary stage where each company is trying to attract every expecting mom, or new parent to join in for any problem, issues or suggestions. Parenting is a fragile target audience as it comes of 3 major stages of any parenting life. The what to? How to? questions booming in every expecting mom’s mind. The where to? From to? questions coming in; into most of the new parents mind. From which area? Who all? queries regarding safety of their child by every toddler’s parent. Understanding this complex stages & problem areas of parenting happened to be a great challenge & improvising factor to work upon.
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Introduction
Research
Planning
Creative
Output
Project Brief
Marketing Audit
Strategy
Concepts
Final Identity
Request List
Competitive Audit
Vision / Meaning
Direction
Guidelines
Assets Preparation
Consumer Research
Authenticity
Color / Pantones
Packaging
Key insights
Differentiation
Typography
Positioning
Brand Language
Management
Research
Design
Production / Output
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Design Brief Designing a Brand Identity for BabyChakra & giving visual guidelines to the team, which can be used at any specified portal.
Strategy Increasing percentage of nuclear families have given a rise to queries & problems to expecting moms as well as new moms. In addition to that with increase in the usage of technology people have been more conscious on reading articles, news, events, trending/new products, places etc. before making any decision or purchase.
Key BeneďŹ ts
Key Facts
Clear Target Audience
Beck & call
Accessible anywhere, anytime
Trust issues as it is concerned with baby health care.
Problem Solutions Stating from the key facts is what the brand identity & strategy needs to be worked upon while the result is what my design might follow up. Though having the barrier of busy schedule or say changing moods of baby & mom as well as trust issues regarding baby care. At every stage memorable, approachable, clean visual design & easily recognizable for the user will be my high priority.
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Product vs Brand
A product is built in a studio.... A brand is built in trust & relationship
A product is an object.... A brand is a personality
A product is sold by a merchant.... A brand is bought by a customer
A product is easily copied by a competitor.... A brand is unique
A product is quickly outdated.... A brand is timeless
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Groundwork Research On Branding On Redesigning About BabyChakra BabyChakra - The Brand Studying In Depth Filtering Keywords Mind Mapping
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On Branding My favorite definition about brand as quoted by Seth Godin: A brand is the set of expectations, memories, stories & relationships that taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer. On that note, it should also be stated that a designer cannot “make” a brand – only the audience can do so. A designer forms the foundation of the brand. Many people believe a brand only consists of a few elements – some colours, some fonts, a logo, a slogan & maybe some music added in too. In reality, it is much more complicated than that.
Key Points To keep it Memorable Timeless Simple Versatile Appropriate
Design connects the audience to the brand. Brands affect a person’s life because they are a part of an individual’s daily choices & decisions. Powerful brands have an idea
at the center that is big enough for you to want to be a part of it. This idea is unique, simple & true, & the branding expert helps to bring this idea to life. SIDDHIbakrania | NID 2014
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On Rebranding Brand identities are redesigned for multiple reasons: To capture new audience. To reposition the company or an existing brand. To offer something new. Every company that operates in this competitive environment may it be product or service related, needs to be supported by branding & communication in order to explain its large audience why it exist at first place or why it has undergone a change over the period. As a designer it was important for me to understand the concept of the brand that I was working with. To study its origin & history, its market positioning, its competitors & the existing brand environment.
Key Points Require a thorough & full understanding of the brand & it’s direction. Require clear communication to explain the need for the change. Ensure that the brand is updated, enlivened & it gains a more contemporary position.
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About BabyChakra Getting a sense of the Brand is of prior importance before redesigning the brand which already exists. My first meeting with the founder of BabyChakra Mrs. Naiyya Saggi & the creative team gave me an idea as to what is the brand all about & the mass target audience. As mentioned by them the major cities where the users are widely spread are Mumbai, Delhi & Bangalore. Hence, they already had an understanding of where the company stands from rest of the competitors & who are their target audience. This led me to a conclusion that I had a lot to catch up with in order to come at par with their mind frame & thought process. BabyChakra is the fastest growing platform for parents to discover care for their babies. Discover all you need as a parent: doctors, play-schools, events, daycares & more. Connect with experts & other parents to make better decisions.
When you work on a project in a new place it is evident to keep an added level of understanding of the place, the people, the language & the culture that is required in order to give justice to the project/brand. Almost like an insight this understanding was going to be crucial in the future interactions & undertaking. It made me take a decision to keep observing & absorb information all along. Thus, BabyChakra is going through an evolutionary stage as it is a rapidly fast growing start-up which originated in Jan 2015. The companies system as a whole is dynamic, energetic & helpful to all whenever in need. Since the company is dealing with a care giving & sensitive group of users, there was a lot to be understood before I played a role in bringing about & supporting the change with the redesigning.
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BabyChakra - The Brand My next step was to study BabyChakra as a brand. To understand how it is portrayed, what the brand philosophy is and how it is perceived amongst its peers. Apart from the introduction of the company from the founder & creative team, my first source of information came from doing web research & studying the company’s website. This eventually helped me gather some information from bits & pieces. BabyChakra basic premise is to create a community of mothers who can offer each other advice, recommendations & support. BabyChakra makes parenting easier for all moms. It guarantees happier, healthier mothers & kids. It is a platform that brings all the help & support new parents need to have in one place. BabyChakra have the largest, most active community of young parents in India. It has top most experts of India counseling. The largest base of maternity & childcare services & reviews on them are on BabyChakra. It has the most comprehensive base of articles with DIY tips, recipes & developmental milestones.
Key Points BabyChakra offers Help & support for new parents in need. Largest base of maternity & childcare services. Offers advice & recommendations.
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Studying the Brand (in depth)
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Filtering Keywords After going through all the possible articles covering Mrs. Naiyya Saggi & BabyChakra. I decided to highlight & filter out the important keywords from it.
Free to express
Approachable & friendly environment
Overall development
Application oriented
Connect parents
Well-deďŹ ned culture
Trustworthy
Experience of a life time
Not forgetting Indian values
Helpful conversation
Child at their heart
Encouragement, support & help
Quality service & products
Change lives of millions of parents
Less tedious aair
Parenting easier
Young & nuclear families
Responsibility
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Mind Mapping Are these Keywords reflected in the current Identity ? What do they really wish to project to the outside world ?
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Research & Analysis Existing Brand Identity Similar Logos Logo : Case Study Market Study of Competitors Questions To Stakeholders Meaning of ‘BabyChakra’
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Existing Brand Identity
Pros Reflects the ideology of love, but gives a reference as a dating site. Colors work well - Blue & pink are easily identifiable colors.
Cons Doesn’t look official. Outdated look & feel.
Aspiration Look should reflect the care for families, positivity, unity.
Inconsistent use of the identity.
Have an identity that is taken more sincerely.
Doesn’t really reflect what the company is trying to focus on.
Set apart & trustworthy of other competitors.
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Similar brand mark
Brand Mark
Combination Mark
Only verified matches
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Case Study : Analyzing various visual identity
Mother & Child covering into a letter-form B.
B & G are the initial typeface visually recognizable into the icon.
Love, Caring, Initial B.
Baby cart identifies as the info. of the whole babygogo website or brand.
2 Distinctive colors showing stability, love, health care, positive, mother & child.
Shades of Pink seems to be the highlight of the whole brand identity.
Tree represents as growth of the parenting journey.
Logo icon showing as a part of the logo as well as depicting sync & harmony.
2 Distinctive colors showing trust, growth, natural care, soft, stable.
Love, Caring, Continuous. 2 Distinctive colors Blue & Pink mother & child connecting.
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Analyzing Market Growth
*Credits: https://www.cbinsights.com/compare-companies
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Competitors GENERAL
CONTENT
COMMERCE
EXPERTS
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Questions Asked To The Core Team A set of questions were asked from my end to BabyChakra core team just to get a hint on companies perspective. While I was plugging in information from various sources, there were certain things that needed more explanation from their side, in order for me to move forward.
How would you describe your service and/or product? Do you have a TagLine? What are your long term goals? What adjectives should best describe your brand? What message/feelings do you want to convey to your target audience? Similar sites to have a look for reference? Additional details or comments, you would like to update me with?
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Meaning of the name ‘BabyChakra’ Chakra in BabyChakra means a cycle or a ‘Life cycle’ around which all services for babies & baby care is available on the same platform.
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Consumer Research Mood Board Persona Scenario Development Babymoon
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Persona Understanding the Target audience was essential before building any brand identity. The prime insight which i received from most of the mothers is ‘One thing a
mother is short on is Time and the one thing she values is Trust.’
Understanding the consumer was a vital element to construct the correct brand strategy for BabyChakra’s future. Consumers are ultimately the core reason why BabyChakra is here today & every consumers opinion were considered carefully while undergoing the primary research process.
The other insight which was received was from fathers which stated that there is an
equal role played by both of us (mom & dad) in raising our child. The time which we are not able to spend during work hours we try to fulfill the same over a weekend & at late eve when we are back home from work. Our baby is eagerly waiting for us to play with them.
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Mood Board
Parental Love Blessings Good Things Gratitude Celebration Shopping, Buying The Best Celebration
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Ankita Sakpal
“ I’m trying to stay relaxed & take care of myself. I don’t want information unless it is specifically for MY pregnancy”
First Time Mom AGE 27 LIVES IN Borivali, Mumbai MARITAL STATUS Married FAMILY 24 Weeks pregnant
Education Degree in Finance OCCUPATION Work from home babycenter.com Preferred fitpregnancy.com Sites wholesomebabyfood
Goals Feel Relaxed & confident in her choices. To take care of herself & deliver a healthy baby. Get personalized information when she needs to know it.
Frustrations Overload of Information from everywhere. Questioning everything. Lots of unknown. Whom to trust? Contradictory advice that’s scattered all over the internet & among peer groups.
Motivators Saving Money Saving Time Feeling Organized
Social Media
Gaining Knowledge Peer Advice Urgency
Device Owned
Brand Awareness
Ruchita Navale
“ Buying things isn’t formulaic & easy after you’ve kids. My needs change & grow consistently as my kids do.”
Mom of 2 Kids AGE 35 LIVES IN Malad, Mumbai MARITAL STATUS Married FAMILY 5 Years old 16 Months child
Education Degree in Arts OCCUPATION Stay at home babycenter.com Preferred mycity4kids.com Sites parenting.com
Goals Be a loving mom & a positive role model for her peers. Feel like she’s running an organized household. Getting things done early for her family so, she can spend more time with her kids or have a short nap for herself.
Frustrations Sleep deprivation. What age? What things my baby should have? Accurate information regarding my area to get my kid involve in all the possible activity classes.
Motivators Saving Money Saving Time Feeling Organized
Social Media
Gaining Knowledge Peer Advice Urgency
Device Owned
Brand Awareness
Puneet Varia
First Time Dad “ Having kid doesn’t make me a father. Raising my kid makes me one”
AGE 31 LIVES IN Bandra, Mumbai MARITAL STATUS Married FAMILY 3 Years Old Kid
Goals Keep the weekends for some fun trip with kids. Be the backbone of all his problems. Keep him engaged in some or the other acitivities so he gets social, open to all & learn new things.
Frustrations No weekends for my me time. Everything seems to be running fast. Sometimes it becomes intimidated & frustating by what my gender limitations are.
Education Degree in Marketing OCCUPATION Business
Preferred babycenter.com Sites Google
Motivators Saving Money Saving Time Feeling Organized
Social Media
Gaining Knowledge Peer Advice Urgency
Device Owned
Brand Awareness
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Scenario A scenario is a description of a person’s interaction with a system. Building a scenario helps to focus design efforts on the user’s requirements, which are distinct from technical or business requirements. Scenarios may be related to ‘use cases’, which describe interactions at a technical level. They are therefore suitable for use during participatory design activities. I’m using scenarios to ensure that all participants understand & agree to the design parameters, & to specify exactly what interactions the system must support.
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Mothers Scenario First Trimester
Second Trimester
Third Trimester
Urgency/Frequency
Food Cravings Joint Pain/Backache Skin changes Heartburn/Indigestion
Respiratory Discomforts Insomnia Leg Cramps Bleeding Tendencies
Nausea/Vomiting (Morning Sickness) Mood Swings; Mixed Feelings
PREGNANT DECIDES TO REGISTER
SENDS REGISTRY TO FRIENDS
RECEIVES FEEDBACK FROM FRIENDS
BIRTH ATTENDS MOTHERHOOD CLASS
3 Months Alice is in the last trimester of her first pregnancy. She just found out she’s having a baby boy & finally decides to complete the daunting task of creating a baby registry.
OVERWHELMED
She registers at BabyChakra, creating her first account for baby & reluctantly sends it to her close friends.
RELUCTANT
Her friends recommend that it’s so far a relevant App., where she can find solutions of her baby worries within mins. She was thankful that her friends have been through this before.
THANKFUL
MEETS BABY FOR THE FIRST TIME
POST PREGNANCY SLEEPING PROBLEM
1 Day A pediatrician friend recommends a nearby motherhood class which Alice decides to attend. Although reluctant to attend at the beginning. She plans to check reviews Online, feeling more confident with the ratings shown. REASSURED
Baby boy is born after 6 hours of contractions. With no other complications, Alice is released from the hospital the next day to take care of her bundle of joy.
BLISSFUL
SEARCHES FOR SOLUTION AT BABYCHAKRA
SCHEDULES APPOINTMENT WITH DOCTOR
PREPARES TO GO TO WORK
3 Months During, the first week at home, Alice is frustrated because she cannot get baby to fall asleep in his crib.
In the middle of another restless night, Alice checks out BabyChakra hoping to find a solution.
FRUSTRATED
INCOMPETENT
Alice worries about baby being a colicky baby. She schedules a doctors appointment through BabyChakra. She already feels better knowing a plan has been set in motion.
RELAXED
Alice is excited to get back to work, yet she’s anxious about coordinating day care schedules, feeding her baby & most importantly, the health of her baby which she keeps an update with her downloaded App.
ANXIOUS
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Fathers Scenario First Trimester
Second Trimester
Third Trimester
Confused by woman’s mood swings
Feel more involved by feeling fetal movements Plans parenting style
Afraid of hurting unborn child
Resentful of attention given to mother-to-be
PREGNANT FINANCIAL WORRIES
DECIDES TO REGISTER
READ ARTICLES
BIRTH CONCLUDES
3 Months
MEETS BABY FOR THE FIRST TIME
FATHER TORN APART
1 Day
As the trimester starts, John freaks out thinking what kind of dad he’ll be? Later, he decides to plan a parenting style to overcome his fear of life for 3 rather than 2 now.
As his partner's pregnancy progressed, he just wanted to help her. Just to gain information & problems solution, he decided to register on BabyChakra
He finds BabyChakra articles to lower down his fears & worries. As well gave him an uplift to share his views & concerns with his wife.
FEARS
CONSIDERATE
THANKFUL
Being aware about the support which both needed from each other. John opens up to his wife, shares his feelings & increases their bond of love awaiting to add in a new life in their journey.
REASSURED
Baby boy is born with no complications. John & his wife were so happy to take care of their baby.
OVERWHELMED
Have increased anxiety over outcome of partner & baby during labor & birth
SEARCHES FOR SOLUTION AT BABYCHAKRA
MAN OF THE FAMILY
3 BECOMES 1
3 Months Stuck between work & baby. He wants to spend time with his baby but work keeps his tangled. Wife nagging for doing some outside activities for some family time.
Another restless day at office. He decides to checkout list of few places for their family fun, over a coming weekend. Which might give them some family time together to enjoy pleasant moments.
He tries to understand his wife, accepts all the responsibilities for his family, develops patience & balance, makes sure to take his wife & child for some family fun time booking through BabyChakra.
Thus, John keeps a track with his downloaded App. for events, baby care, the health of his family & tries to play as a role model.
FRUSTRATED
INCOMPETENT
SYNCHRONICITY
RELAXED
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Babymoon Babymoon was first coined in a 1996 book, “The Year After Childbirth,” by childbirth educator Sheila Kitzinger. She was referring to that wonderful, magical time just after a baby is born, where mom & dad spend time bonding with their new arrival at home. However, with the help of the travel industry, it has come to have a completely different meaning nowadays. Most often, when you hear "babymoon," you envision a trip you & your partner take before the big day. Since then the term Babymoon has been redefined again & again.
In 2004, Lisa Lewis attempted to redefine the term in the Athens Banner-Herald: "I have learned a brand new word — 'babymoon' ...This is just like taking a honeymoon except you’re pregnant... the purpose is to have one last 'hurrah' as a couple... before baby arrives." And in 2007 a New York Times article further enhanced the etymology of babymoon by covering the experiences of a number of couples & their luxurious excursions before the birth of new babies. In a July 2007 Reuters article also suggested to have a babymoon to "indulge while you can" before the baby is born.
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Brand Vocabulary BabyChakra Today BabyChakra Aims To Be Brand Positioning Statement Brand Voice Brand Personality
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BabyChakra Today Strengths
Weakness
Opportunities
BabyChakra portray themselves as a brand who really understand their target audience lifestyle & demands.
It helps until the age of 5 which some may consider as a limitation.
A club which provides mothers & babies to meet up locally with socializing opportunities as well as activities that aid in baby & child development.
BabyChakra provide a diverse range of product & services which are specified by locality, area to everyone no matter what the consumer budget is. Can get a lot of users from other social networks. BabyChakra having their in-house developers. Website security for users will remain there. Covering domestic market.
BabyChakra is not offering any in-house products which limits consumer loyalty & brand exclusivity. Due to high level of competition reach to consumers might get limited. Small business unit covering only 3 Cities might become as a barrier having limited number of users.
Consider new payment types introduce credit options for consumers. Global market.
Threats Technological changes. Growing Online competition. No systematic or clear plans.
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BabyChakra Aims To Be Aims to be recognized nationally & globally as a trusted care companion for any parent in need. Be dynamic, embrace change & stay relevant - while being rooted in a strong sense of values. Be professional, transparent & accessible within the team & with the parent community. To meet the needs & aspiration of parents for their baby.
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DeďŹ ning The Positioning Statement It was important to have things charted out, in-order to shape up & to have a base on which the design will be built.
values & quality No parent prob. are left behind
Community
Indian values
Each child is unique
Parent centric ConďŹ dent
Experts, products & services
shaping a brand new generation
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Positioning Statement I’ve learnt the importance of having a crisp & concise brand vocabulary for effective & clear communication.
BabyChakra is a carefully shaped parenthood experience promoting all-round growth & development, enabling each parent to help their baby grow into responsible, healthy & conďŹ dent child.
Version 1.1
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Positioning Statement
BabyChakra aims to be pioneering brand as parenting specialist, providing greatest amount of diversity, values & quality in equal measure. Version 1.2
Pioneering Brand
Diversity, Values & Quality
Parenting Specialist
BabyChakra believes to prepare a way for broad & balanced approach. A product that takes care of every aspect of parenthood say intellectual, physical, emotional needs.
BabyChakra aims that each parent receive the best for their child. No compromise is made in the quality what they’re looking for as well as the experts are being cross checked by the firm members themselves.
BabyChakra does not believe in just imparting knowledge, it believes in sculpting knowledge through the help of child care experts so each parent truly imbibe the learning.
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Brand Voice Our tone of voice is purposeful passion. It is about bringing meaning & credibility to all that we say. It helps us make sure that our words are not only filled with BabyChakra easy warmth, but also have a resounding reason to be there. Copy should always be a balance between purpose & passion, sharing knowledge & opinions in a truly engaging way that resonates with all people. We achieve this by using considerate, thoughtful & kind language.
Personal Like talking to a good friend, we forge great relationship & stay relevant in communication. With this we can cater to their specific needs for the right moment.
Mature We look at situations with maturity & restraint. Translating the voice that looks through the lens of our consumers & not the brand itself.
ConďŹ dent With confidence, we can dare to be bold, going out of the way to reach greater lengths. We place our central focus on the desire to create greater relationships.
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Brand Personality Once the brand positioning statement is clear. It is important to define the brand personality as well to support the positioning The brand personality determines what the brand projects & how the brand should/is perceived. It is the IMPRESSION that the brand creates on its audience.
Since humans could communicate, we have been telling stories. Stories that capture our attention, evoke emotion & connect us. Whether they are stories told around a camp fire, passed down from father to son, fairytales or found in the Bible, stories are a big part of what makes us human. When we look closer at these stories, there are certain characters that keep popping up. Whether it’s an innocent maiden, a knight in shining armour, a wise old man or a magical fairy, somehow we understand their personalities & identify with them.
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Brand Personality Based on the concepts of 12
Personality Archetypes by Swiss psychologist Carl Jung, I believe that in modern society these 12 Archetypes can be effectively utilized in branding a business, & give them attributes that can enhance or cement their message. These personalities are based on different motivations for the observer.
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Our Personality As a Caregiver brand personality, we are most successful at providing consistent, high-quality service or care; creating stable & nurturing environments; & advocating for others at a very high level.
CareGiver
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Logo Design Moodboard Sketches Typeface Explorations Combination Mark Customize Font Style Logo Iterations Colour Explorations Tagline
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Inspiration/Mood board Inspiration/Mood board is extremely useful for establishing the aesthetic feel of a brand. Things that can be explored in the mood board include photography style, color palettes, typography, patterns, & the overall look & feel of the brand. Soft or hard? Grungy or clean? Dark or light? A rough collage of colors, textures & pictures is all it takes to evoke a specific style or feeling.
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Initial Sketches The execution phase for the visual identity began with basic doodles. Various visual concepts for the logo were tried out through doodles. The concept were those that came up from the initial mind mapping, with respect to the client brief & discussions.
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Round 1 The first idea for creating BabyChakra Identity came up using the Initial alphabet of Baby & Chakra forming a lettermark identity. The lettermark B & C turning into a womb of a woman, making an abstract; replicating baby or just forming a B & C lettermark.
Letter Mark
Brand Mark
While the other idea was to form a brand mark, mainly focusing on portraying a form of a woman holding her baby closely to herself showing all the love, care & protection.
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Design Iterations The BabyChakra ‘B’ represents the pregnancy stage of a woman expecting a baby holding her belly with all the love. The first stage where she gets in touch or say familiar with the BabyChakra app. I‘m trying here to depict the heart icon as a baby inside the mother’s womb.
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Design Options Targeting through the initial stage of pregnancy. I’m trying to depict the baby bump of a mother as a BabyChakra identity.
Trying to get the accurate design form for identifying it as a Brand identity.
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Feedback My first client presentation was a consolidation of research & analysis that was done so far. This was my chance to really communicate & present to my client a realistic picture of the existing scenario, my understanding of the brand & inferences on how to take it forward.
Feedback from the ďŹ rst presentation: The logo should be an evolutionary logo not just focusing on being an Iconic logo. Apart from being an evolutionary logo it should have an emotional hook. Long term plans to open more locality services in India. BabyChakra brand expansion to have national as well as global presence.
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Round 2 From the feedback I had received it was clear that they want a heart to be shown as their brand identity. Keeping the heart in mind as well as the consumer research & brand vocabulary, I created few more explorations trying to form a parenting love as a BabyChakra identity. From the second round few got selected for further iterations & taking it forward to be formed on digital canvas.
Brand Mark
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Design Iterations Before moving digitally I made sure to make the shortlisted form explorations through sketches. This gave a further clarity of which design option should be taken forward. 3 pins forming a heart shape. The 3 pins are highlighted stating the geographical location (Mumbai, Bangalore & Delhi) where Babychakra initially started from as well showing a family love mum, dad & a child..
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Typeface Exploration At the very beginning, a few fonts were explored to see for potential letterforms that can act as the logo for the brand. Fonts that seem stable, modern, elegant & eligible. The letterforms in these were observed & explored even further to see for interesting letterform combinations. Together, these explorations played a vital role in the formation of logo visualization. The digital explorations then carried forward beyond just font exploration.
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baby chakra
BABY CHAKRA
Retro font style is consciously imitated of trends, music, modes, fashions, or attitudes of the recent past.
Rounded font style is chosen to give a soft feel as well as not losing on the legibility
baby chakra Cursive font to give a sense of delicate, graceful, sensitive feminine touch with all its flourishes, swash & elegance.
baby chakra A combination of Retro as well as a cursive elegance touch to the font style.
BABYCHAKRA A san-serif font includes of soft terminals & softened corners giving an expressive, modern & charming look.
�a�y �ha�r� Candy Script is chosen to give the fun, informal element as a kid, bit of a playful style.
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Combination Mark Combination mark is a logo which combine a wordmark & a symbol or icon to give flexibility for the use of either or both elements across a variety of applications. A well-designed combination mark looks just as good with the elements separate, as it does with them together. Because a name is associated with the image, a combination mark is a versatile choice, with both the text & icon working together to reinforce your brand. With a combination mark, people will also begin to associate brand name with the brand pictorial mark right away! In the future, brand will be able to rely exclusively on a logo symbol & it won’t require to include the brand name. Also, because the combination of a symbol & text create a distinct image together, these logos are usually easier to trademark than a pictorial mark alone.
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Design Options
The BabyChakra ‘B’ represents the first stage of a woman expecting a baby holding her belly with all the love. The heart icon replicate baby inside the mother’s womb.
Sans-Serif font is used giving a compliment to the icon showing stability, clean & modern look.
3 pins forming a heart shape. The 3 pins are highlighted stating the geographical location (Mumbai, Bangalore and Delhi) where BabyChakra initially started from as well showing a family love (mum, dad & a child.)
BABYCHAKRA
The font is chosen Rounded to give the caring effect for the baby & moms.
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Design Options (Cont.) Circle defines Security, Trust & Care what a company want there consumers to take back with them. 3 strips define our main target audience - Expecting moms - Moms having Toddlers - New parent
Flourishes & curves are used to define feminine touch. Where the overall font style gives a Modern, Niche, Welcoming Impact
BABY CHAKRA
The parenthood growing a baby showing equal support from mom & dad at the end forming a heart i.e. love. The different font weights define different emotions of people varying from bold font (strong) to light font (emotional.)
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BABYCHAKRA
BABY CHAKRA SIDDHIbakrania | NID 2014
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Design Iterations
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Customize Typeface For BabyChakra
BABYCHAKRA AinlslieSans
Final Logo Typeface
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Colour Explorations
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Identifying House Brand Color
#319686
#4bbcac
#30b0b9
#c4c4c5
#5d5d5d
#5e6166
#31bcad
#19b799
#6fc8c0
#656668
#74777a
#8f9295
#4bbfaf
#72cac3
#19a590
#939597
#6d6e70
#484949
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Final Logo
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Tagline A tagline is a short text which serves to clarify a thought for, or is designed with a form of dramatic effect. The idea behind the concept is to create a memorable dramatic phrase that will sum up the tone & premise of an audio/visual product, or to reinforce & strengthen the audience's memory of a literary product.
Our customers come to us because of our expertise, & our tagline helps make that clear. Tagline helps to fill in the information gaps that the rest of our marketing doesn’t cover as effectively -- be it what our product/service actually is, or why a customer should choose us over someone else.
Imagine that a new business opens up near your house. It’s got a cool name & an attractive logo, but what is it they actually do? And even if you do figure out what sort of business they’re in, does their name or logo tell you anything about their brand’s personality? Taglines take out the guesswork and make a company’s message crystal clear in explicit terms.
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Purpose
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Final Tagline
Trusted Care Companion Experts
Resourceful
Community
Services
Information
Transparent
Personalize
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Logo Guidelines Brand Mark The Visual Identity Visual Identity ~ Variations Clearspace & Computation Logo Colour Incorrect Usage
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WHO WE ARE OUR ORGANIZATION
Trusted Care Companion OUR PURPOSE WHAT IT MEANS TO JOIN
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Brand Mark BabyChakra works to help & support a new parent needs in one place. The new logo for BabyChakra epitomizes this very aspect of companionship, love & support. The bold graphic symbol represents the system of quality benchmarks & standards. The circle represents Community, Unity & complete care while a love of a family (BabyChakra & parent) portray development & progress as a result of relationship with parent & child.
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The Visual Identity The Logo Symbol Consist of a powerful element evoking the culture of love for their baby & a Teal Green background. The Logo Title Carefully chosen from its modern yet refined,highly legible style which has been further enhanced by the use of uppercase letters in grey tone of the chosen corporate logo. The font that is used here is Ainslie-sans with little brand specific customization.
Trusted Care Companion Symbol Text / IdentiďŹ er SuďŹƒx / Tagline Visual Identity
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The Visual Identity ~ Variations
The full signature - to be used on all official applications Trusted Care Companion
Alternative version for use on all official applications
The Symbol - for use on promotional materials
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Clearspace & Computation Minimum Sizes Standard Configuration The full signature (preferred) of the BabyChakra identity can be used upto a smallest size of 20mm width as shown below.
3X
0.5X
For the optimum visibility of the identity, it is advisable to not use this configuration smaller than 20mm in width.
20mm
x 0.25X
Trusted Care Companion
The Alternate Configuration
0.25X
The alternate configuration of the identity can be used at a further smaller size, but not smaller than 10mm in height. 10mm
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Clearspace To preserve BabyChakra logo’s integrity, always maintain a minimum clearspace around the logo. This clear space isolates the logo from competing graphic elements such as other logos, copy, photography or backgrounds that may divert attention. The minimum clear space is half the height of the logo size.
0.5X
X
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Colour Colour plays a very important role in establishing visual identity in the conscious of people, & therefore is chosen carefully. The house colour which identifies BabyChakra is Teal Green. Green is the colour of the Heart Chakra in a human body, also known as Anahata. This chakra is located at the center of the chest area. Opening the Heart Chakra allows a person to love more, empathize, & feel compassion. This unique teal shade defines vitality, fresh growth, balanced, healthy, & youthfulness. The colours calming & refreshing attributes create a bright & enticing look that caters for the current target market. The identity uses two colours, leading it a cutting-edge personality of integrity & high values. It is recommended that the symbol should be used on a white or a lighter background to enhance its visibility & recall value.
Colour Specification For four colour offset & printing C 70. M 00. Y 40. K 00.
For screen printing on paper / fabric & spot colour offset Pantone Solid Coated 7465 C
For website / on screen R 49. G 188. B 173.
However, in situations where the house colour cannot be used due to limitations of reproduction processes (photocopy, newspaper advertisements etc.), It is recommended to use the entire visual identity in white colour or shade of grey. An attempt should be made to maintain maximum contrast with the background colour. SIDDHIbakrania | NID 2014
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Incorrect Usage DON’T Stretch or Condense
DON’T Add outline
DON’T Use different colours
DON’T Add drop shadow
DON’T Make the symbol hollow or in outline
DON’T Use a background where symbol is not visible
DON’T Use special effects such as bevel, emboss etc.
DON’T Rotate the symbol
DON’T Invert symbol colours
Presented By
DON’T Encroach on the minimum clear space
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Colour & Typeface Primary Colours Secondary Colours Brand Typeface Online Typeface Text Hierarchy
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Primary Colours The BabyChakra Company has two official colours : Teal Green & Grey. These colours become a recognizable identifier for the company. Use them as a dominant colour palette for all internal & external visual presentations of the company.
Colour Code CMYK Pantone RGB Web
: : : :
C 70. M 00. Y 40. K 00. 7465 C R 49. G 188. B 173. #31bcad
Tones
Colour Code CMYK Pantone RGB Web
: : : :
C 00. M 00. Y 00. K 70. 424 C R 109. G 110. B 112. #6d6e70
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Secondary Colours The Secondary colours are complementary to our official colours for BabyChakra Company. Secondary colors should be used sparingly, that is, in background or highlights etc. Use them to accent & support the primary colour palette.
Tones
Colour Code CMYK Pantone RGB Web
: : : :
C 72. M 54. Y 00. K 00. 7456 C R 86. G 115. B 184. #5673b8
CMYK Pantone RGB Web
: : : :
C 45. M 00. Y 06. K 00. 636 C R 130. G 210. B 233. #82d2e9
CMYK Pantone RGB Web
: : : :
C 02. M 01. Y 44. K 00. 0131 C R 250. G 241. B 164. #faf1a4
CMYK Pantone RGB Web
: : : :
C 00. M 43. Y 100. K 00. 2012 C R 249. G 159. B 27. #f99f1b
CMYK Pantone RGB Web
: : : :
C 00. M 92. Y 83. K 00. 2034 C R 238. G 60. B 56. #ee3c38
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Typography Typography plays a huge role in developing a strong brand identity & creating a remarkable first impression. Different fonts have different personalities. Thus, the BabyChakra primary typeface includes Adobe Garamond Pro. It is a Serif font.
ADOBE GARAMOND PRO Bold
a b c d e f g h i j k l m n o p q r s t u v w x y z
Associates : Authority, Respect, Timeless, Stable. There are 5 weights of Adobe Garamond Pro each with a roman & italic style. We use these weights in a following way.
Regular
Medium : For headlines.
Light & Bold : For special cases where we want to clearly differentiate some specific messages.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
Regular : For supporting information & copy. Semi bold : For contrast to regular & medium.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
Figures
Special Characters
0 1 2 3 4 5 6 7 8 9 0 ! â&#x20AC;&#x153; $ % & / ( ) = ? â&#x20AC;&#x2DC; ; : @ * < > | { } [ ] + - ` ~
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Secondary Typeface AinslesSans is a sans serif, Geometric sans. It Includes of soft terminals & softened corners.
AINSLIESANS
Associates : Modern, Charming & Expressive.
Bold
Book & Regular : For body copy & detailed information.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
Light, Medium & Bold : For contrast where necessary. Regular
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
Figures
0
1
2
3
4 5
6
7
8
9
0
Special Characters
! “ $ % & / ( ) = ? ‘ ; : @ * < > | { } [ ] + - ` ~
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Desktop & Online Our default typeface for on-screen viewing & printing from our desktops is Open Sans. It is widely available, which will ensure consistency across all the online platform. We do not use Open Sans for any professionally produced communications.
OPEN SANS Bold
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
Regular
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i n o p q r s t u v
j k l m w x y z
Figures
0
8
Special Characters
! “ $ % & * < > |
1
2
3
4 5
6
7
9
0
/ ( ) = ? ‘ ; : @ { } [ ] + - ` ~
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Text Hierarchy Preferred weights & sizes ensure consistency across materials while giving the flexibility to communicate information clearly.
Content Text & Inner Headlines
You wanna explain something more in detail? 7 Pt Type / 9 pt Leading
This text is reserved for copy text & huge text amount. 8 Pt Type / 10 pt Leading
For titles & headings, initial capitals only are to be used. Proper names are capitalized in normal way.
Subheading 10 Pt Type / 11 pt Leading
Headline & Typobreaks
Much More Than An Interesting Headline! 16 Pt Type / 18 pt Leading
Super. Headline 34 Pt Type / 34 pt Leading
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Brand Application Layout Examples Collaborating with partners Blending Modes
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Layout A teal green frame has been developed as a key feature of the brand identity system. In layout, the â&#x20AC;&#x153;frameâ&#x20AC;? forms a rigid foundation upon which all other components of the system are built. The amazement of BabyChakra brand will come to life within the frame. Most of the communication that comes from rest of the competitors, looks & feels the same way because it uses full-bleed page layouts. The frame creates an area set apart from the page where product & message slide onto the page seamlessly, inspiring people about how BabyChakra can enrich their lives. In special circumstances, a limited amount of flexibility in applying the frame is allowable. These include interior pages of brochures & other multi-page documents. In those circumstances, all other components should be applied as specified. The minimum size of frame width is 1/8 of an inch when printing or 8 pixels for digital applications. Logo size is determined proportionally to the width of the medium.
Lorem ipsum dolor sit amet www.babychakra.com
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Advertising : Portrait The relationships that have been established among the components of our brand identity system have been created to support our strategy & clarify our messages. The guidelines for using them in communications are broadly as follows:
Lorem Ipsum
BabyChakra brandmark to create a strong visual brand presence in the mind of consumers. BabyChakra URL is locked up with our website to create a strong tie between who we are, what we do, & the people who join us in advancing the common good.
Lorem ipsum dolor sit amet
www.babychakra.com
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Advertising : Landscape The same rule applies to this double-page or landscape spreads. More room does not mean to fill up all the spaces. Business-to-business follows the same visual brand strategy that we use for business-to-consumer.
Lorem Ipsum
Lorem Ipsum
Lorem ipsum dolor sit amet www.babychakra.com
Lorem ipsum dolor sit amet www.babychakra.com
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Collaborating with partners
Lorem Ipsum
Lorem Ipsum
Lorem ipsum dolor sit amet www.babychakra.com
Lorem Ipsum
Lorem ipsum dolor sit amet www.babychakra.com
Lorem ipsum dolor sit amet
www.babychakra.com
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Blending Modes BabyChakra design elements & principles communicate a collective vision to customers. Thus, blending modes help to make differentiation of layout giving competitive advantage than other graphic elements & image.
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Lorem ipsum dolor sit amet
Lorem ipsum dolor sit amet
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Brand Image Style People Ingredients Campaign Services Illustrations
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People We use images of people when we are talking about how BabyChakra improves the quality of life. The pictures we use are snapshots of everyday life, expressive, show real emotions & are cropped for maximum effect.
ATTRIBUTES
Enjoying, Optimistic, Natural, Simple, Clear, Real People in Real Situations.
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Ingredients We use images of ingredients & food in context when weâ&#x20AC;&#x2122;re talking about how BabyChakra acts as a editor - bringing you the best of healthy food for every parent & baby. These ingredients focus on the quality for babies health & nutrients.
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Campaign The BabyChakra T-shirt is a critical element of our identity system & should be prominently featured in communication. Candid images that include two or more people engaged in activity portray real examples of what it means to be in BabyChakra Community. A Trusted Care Companion adds a tangible examples of the work we do through our communications.
ATTRIBUTES
Caring, Trustworthy, Enjoying, Approachable & Comfort.
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Services The Service photography is grounded into many categories of services for parent as well as for kids. Think about service photography as a visual way to support the story youâ&#x20AC;&#x2122;re telling. Photos are shot in editorial style, using little or no camera lighting.
ATTRIBUTES
Friendly, Caring, Inviting, Responsible, Creating Warming Atmosphere.
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Illustrations to communicate Illustration is an engaging way to convey ideas & tell stories. It should always have a purpose & never be used as decoration. Illustration can be an effective solution when photography isn’t available or if you want to create an even more distinctive impression - but within the BabyChakra visual identity family. Illustration is an important element of the BabyChakra visual system : Illustration tell stories & convey idea. They’re simple & made up of geometric shapes. Use flat colours from the BabyChakra colour palette.
I’ve a surprise for you...
Use illustrations when photography won’t work. Never use illustration as decoration.
It’s Poop!
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Print Collaterals Business Card Envelope & Letterhead E-mail Signatures Postcards Brochure Print Specification Sheets
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Business Card Exploration 1
Trusted Care Companion
Himanshubhagat www.babychakra.com
3B-48/49, Phoenix Paragon Plaza,
Marketing Head
L.B.S. Marg, Kurla (W),
himanshu@babychakra.com
Mumbai - 400070
8860554443
Exploration 2
Trusted Care Companion
Himanshubhagat
Marketing Head himanshu@babychakra.com
ww
8860554443
w.b
abychakra.c
om
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Print SpeciďŹ cation Sheet Looking at catalogue of paper samples, for the printing job & visiting printers to see how the print turns out to get close to the actual brand colours for all prints.
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All of the design explorations were tested from stage 1 till the final paper printing.
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Business Card
Brand mark as a visual
Specification www.babychakra.com
Web Address
Size : 2.5” X 3” Colors used : Teal Green & Grey Text set in : Adobe Garamond Pro Bold & Regular 8pt & Ainslie Sans Regular 8pt // Leading 9.2pt
Brandmark as a visual Trusted Care Companion
Himanshubhagat 3B-48/49, Phoenix Paragon Plaza,
Marketing Head
L.B.S. Marg, Kurla (W),
himanshu@babychakra.com
Mumbai - 400070
8860554443
Name & Designation Contact details Address
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Envelope & Letterhead
Trusted Care Companion
Trusted Care Companion
Date
`Name 3B-48/49, Phoenix Paragon Plaza, Kurla(W), Mumbai - 400070 Î&#x2021; 7710080003
Designation Address
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www.babychakra.com Signature
Name
Designation
3B-48/49, Phoenix Paragon Plaza, Kurla(W), Mumbai - 400070 www.babychakra.com Î&#x2021; 7710080003
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Letterhead For Letterhead design, it was an essential part for me to take into account the margin space for punching holes into the letterhead. It was also important to test each design block by making 3 folds in the letterhead as that is how it goes into the envelope. This gave me an idea of how much space there was for the body of the letter.
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DL Envelope
9”
Using brand color for the top flap / sleeve
Trusted Care Companion
4”
3B-48/49, Phoenix Paragon Plaza, Kurla(W), Mumbai - 400070 · 7710080003
The treatment of the address block was kept constant
Flap for folding & pasting
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www.babychakra.com
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C4 Envelope
Using brand color for the top flap / sleeve
Name & Designation
Flap for folding & pasting
The treatment of the address block was kept constant
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Designing Envelopes There were two envelope sizes that I designedA standard DL Envelope One of the most widely used business envelopes. This envelope will hold an A4 sheet of paper folded into 3 equal sections parallel to its shortest side.
A standard C4 Envelope This style seam more durable for mailing & holding heavy weight material.
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Email Signatures In an effort to remain one brand, one voice, simplifying email signature also seemed essential. Emails will no longer have attached logo - it is all text based. This will ensure that the email signature will look the same across the board from desktop to mobile to tablet.
Trusted Care Companion
NaiyyaSaggi Founder & CEO M. 9769844098 • O. 7710080003 naiyya@babychakra.com • www.babychakra.com 3B-48/49, Phoenix Paragon Plaza, Kurla(W), Mumbai - 400070
Trusted Care Companion
HimanshuBhagat Marketing Head M. 9769844098 • O. 7710080003 himanshu@babychakra.com • www.babychakra.com 3B-48/49, Phoenix Paragon Plaza, Kurla(W), Mumbai - 400070
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Postcard
Lorem ipsum dolor sit amet
Trusted Care Companion
Lorem ipsum dolor sit amet 3B-48/49, Phoenix Paragon Plaza, Kurla(W), Mumbai - 400070 Î&#x2021; 7710080003
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Designing Postcards Two designs were created for the postcards one with the picture blending with BabyChakra brand colour & the other one with normal picture layout. Different paper prints were tried to check the visibility & texture.
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Brochure Exploration 1
a
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BabyChakra is the fastest growing platform for parents to discover care for their families. Discover all you need as a parent: doctors, playschools, events, daycares & more. Connect with experts & other parents to make better decisions.
Log on to www.babychakra.com.
il y .
Download the BabyChakra App
m
Be
Trusted Care Companion
Learn, Share, Laugh, Grow. rt of O ur F
a
Stay up to date & follow the buzz on our social media channels
Celebrity Catch Up
Connect With Other Parents
Akanksha Khanna, Mumbai "BabyChakra became my virtual best friend!"
Win Goodies & Earn Reward Points
Get Expert Advice & Essential Tips
Search & Book Local Services & Events
Participate In Contest
Become a MomStar
Prachi Arora, New Delhi "BabyChakra is that lifeline that never lets me down!â&#x20AC;?
I was worried my child could be autistic. I found SOS in a BabyChakra MomStar whose child was autistic. A conversation with her helped me restore my peace that my child was alright. BabyChakra has turned out to be my lifeline on most occasions.
Join Our MomStar Network
Read 1500s of Verified Reviews
When Google & my network failed me, a colleague at work recommended BabyChakra. I found my Pre Natal consultant who came highly recommended by MomStars by way of reviews. I consulted her in person before finalising on her.
Monika, New Delhi "BabyChakra has helped me on every step of being a better parent!â&#x20AC;? Need to channelise my toddler's learning in a fun and creative manner was giving me nightmares."Letter Series" & other resources written by Montessori expert & MomStar Amruta came to rescue. I incorporated them in my toddler's learning routine & it helped tremendously. Thanks BabyChakra!
See What Our Moms Have to Say
#BreakingBarriers Naiyya Saggi CEO & Founder
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Learn, Share, Laugh, Grow. Trusted Care Companion Chandivali
Log on to www.babychakra.com. Download the BabyChakra App
Hey Priyadarshini!
Your baby is 3 weeks old! TODAY’S TIP
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FOR YOU
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For the wonderful, frustrating, hilarious, serious, exhausting, rewarding process called parenting.
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About us BabyChakra is the fastest growing platform for parents to discover care for their families. Discover all you need as a parent: doctors, playschools, events, daycares & more. Connect with experts & other parents to make better decisions.
Services
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Be a Part of Our Family.
See What Our Moms Have to Say Monika,
New Delhi "BabyChakra has helped me on every step of Being a better parent!” Need to channelize my toddler's learning in a fun & creative manner was giving me nightmares."Letter Series" & other resources written by Montessori expert & MomStar Amruta came to rescue. I incorporated them in my toddler's learning routine & it helped tremendously. Thanks BabyChakra!
Akanksha Khanna, Mumbai "BabyChakra became my virtual best friend!" When Google & my network failed me, a colleague at work recommended BabyChakra. I found my Pre Natal consultant who came highly recommended by MomStars by way of reviews. I consulted her in person before finalising on her.
Reach Out Connect Join Our MomStar Network Participate in Contest Win Goodies & Reward Points
98% Satisfied BabyChakra Members
Explore Get Essential Tips Receive Expert Advice Read Verified Reviews
Book Look for Local Services Search Nearby Baby Care Centers Book Appointments & events
Exploration 2 SIDDHIbakrania | NID 2014
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BabyChakra Stationary Print SpeciďŹ cation Sheet Business Card
Brochure
Letterhead
Notepad
Paper - Classic White 300 gsm Print - Back to back Finish - Die cut
Paper - Executive bond sheet 120 gsm Print - Single side Finish - Cutting
DL Envelope
Paper - Bond sheet 100 gsm Print - Single side Finish - Cutting + Creasing + Pasting
Paper - Bond sheet 90 gsm Print - Back to back Finish - Die cut
Cover Paper - white 180 gsm Print - Back to back Inside pages Paper - white 90 gsm Finish - white board back support
C4 Envelope
Paper - Bond sheet 100 gsm Print - Single side Finish - Cutting + Creasing + Pasting
Postcard
Paper - Classic white 300 gsm Print - Back to back Finish - Cutting
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Branding Kit
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Trusted Care Companion
Date
`Name
Designation Address
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
Signature
Name
Designation
3B-48/49, Phoenix Paragon Plaza, Kurla(W), Mumbai - 400070 www.babychakra.com Î&#x2021; 7710080003
Trusted Care Companion
3B-48/49, Phoenix Paragon Plaza, Kurla(W), Mumbai - 400070 | 7710080003
Trusted Care Companion
Himanshubhagat
www.babychakra.com
www.babychakra.com
3B-48/49, Phoenix Paragon Plaza,
Marketing Head
L.B.S. Marg, Kurla (W),
himanshu@babychakra.com
Mumbai - 400070
8860554443
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Packaging Design Unboxing Experience Conceptual Brainstorming Prototype Sample & Test Print Production Template Final Packaging Design
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Unboxing Experience For ecommerce businesses, the shipped package represents the most direct touch point & connection with the customer, it also happens to be one of the most under-utilized marketing opportunities for merchants. In ecommerce versus physical retail, merchants have less touch points to impress & wow customers with, so itâ&#x20AC;&#x2122;s important to utilize every touch point you do have to create a branded experience that sets you apart from competitors as well as one that creates a memorable experience for your customers. A big part of building a long-term, sustainable brand is bringing customer back time & time again & itâ&#x20AC;&#x2122;s almost always less expensive to get a current customer to purchase again than it is to always find new customers.
Simply put, a branded packaging experience is a thoughtful selection of packaging & shipping materials as well as the deliberate presentation of your products. Its purpose is to provide additional value for your customer as well as your business through the ability to create a memorable & sharable experience. In a recent survey from Dotcom Distribution they found that 52 percent of consumers are likely to make repeat purchases from an online merchant that delivers premium packaging. In that same study, Dotcom also found that nearly 4 in 10 consumers would share an image of a delivery via social media if it came in a unique package.
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"The value of premium packaging extends far beyond the customer experience into residual marketing eďŹ&#x20AC;ects. The experience goes beyond the online order to when the customer actually opens the beautifully wrapped package & shares that experience across social networks. That act of online & social recommendations drives loyalty from your customers & promotes brand awareness." Maria Haggerty, CEO of Dotcom Distribution
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Conceptual Brainstorming As the easiness of courier service had to be kept in mind while designing packaging. The initial explorations where into the basic geometric forms of circle, square & rectangle without touching any of the origami or abstract shape formation.
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Initial Sketches The shortlisted sketches were drawn into detailed sketches showing the experience with the packaging box once received.
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Prototype Prototype is an essential part of the design process before giving it for production at large. Prototype helps to know the functionality of the packaging as well as the scale & size of any packaging box. It also allows you to know the look & feel of the product before finalising.
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Sampling & Test
This exploration focus more on utilisation of the gift box as well as the inside products. Advantage of this packaging are: Looks like a handbag utilizing a flap closure that tucks shut to protect the product inside. If sent to dads then the packaging can represent the outer box as a gift to his wife & inside products as promotional gifts.
Round box gives the indirect shout of the BabyChakra identity which is also circular. No edgy corners, protective. Advantage of this packaging are: Niche look & feel. Box can be used later for personal use (long term). Disadvantage: A lot of space remains unused.
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Sampling & Test
This exploration again concentrates on keeping it a simple box.
This gift box gives a special message to the customer from the BabyChakra team as they unbox packaging.
Advantage of this packaging are: It is a space-saving solution. The box can stack at any office storage area.
Advantage of this packaging are: When pulled open this packaging design utilizes a hidden ribbon to raise the interior lid, creating a memorable moment of delight in the userâ&#x20AC;&#x2122;s unboxing experience.
Disadvantage: The disadvantage I find here is the lid needs to be kept strong. Magnets will be needed to keep the box closed before unboxing or use of ribbons will give an elegant look.
Disadvantage: Use of extra paper material and good ribbon quality.
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Sampling & Test
This exploration focuses more to be as a gift hamper box in itself. Advantages of this packaging are: The Gift Wrap Bag advantage is that it allows fast & easy gift wrap before sending it to consumers. By utilizing a heavier board, you may be able to eliminate the need for an internal box completely.
Iâ&#x20AC;&#x2122;ve kept it as a simple box opening from both sides. Advantage of this packaging are: It is a normal box that too glue-less packaging. Versatile enough to accommodate a variety of products. Disadvantage: People can assume it to be a very simple box but a touch of packaging graphics will be able to lift up from this disadvantage.
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Output The prototype of few selected packaging again gave a visual idea to my clients & few iterations were called out to use a square gift box instead of a rectangular shape which freezed them to take it up as a final call.
With further more discussion they decided onto finalising 2 packaging drafts so that the second one can be used around special occassion or to pass on the promotional message to premium customers & business relations.
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Print Production Template
2.5”
5” Trusted Care Companion
5”
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Top Inside
Using brand color for the top flap / sleeve
9.75”
Brand Mark
8” Trusted Care Companion
Using the official logo inside the box as an accent
Lid Cover 1.5” Round Box Cover Outside Sleeve 4.75”
32”
Inside Sleeve
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Final Packaging Design
( For Regular Customers )
( For Premium Customers/Professionals )
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Closure
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Looking back in time I’ve a tendency to really immense myself in whatever I take up. As much as I would’ve loved to work on the project until it’s completion, I was lucky to have been a part of this project in its formative stages, through the transition & reconstruction. That made it a wholesome learning experience.
At times things were easy to manage & execute but there were times where I really had to make my way out & come up with the results. I guess this is what learning is!! At every stage of the project there was a scope of gaining knowledge through reading discussions, presentations, explorations, etc.
A good brand always has an underlying great vision. I was happy to have worked with a startup that strives to excel in the field of parenting & nurtering, and is trying to break convention in it’s own little way. A designer’s role is to craft an interface between the brand & their audience. Creating this perception goes beyond designing brand identities. All changes involve risk, rebranding inevitably involves a greater element of risk.
At NID, a long & extensive discussion with my guide followed. Nijoo & I discussed every nuance of the task at hand & analysed the course of action that had been followed so far. Doing this made me question the relevance of all my design decisions. With the criteria in my hand, I revisited the explorations once more. This time around it was easy for me to judge which direction was fitting the bill & which wasn’t.
This six months of my project took me on a journey filled with whole ups & downs. This project mostly focused on branding & strategy. As a retail designer, it was important for me to understand both the sides (Brand as well as the target audience)
Lastly, I would sum up with my graduation project having helped me to grow, articulate & turn the odds into even. The project has helped me to explore another domain of design which includes of sensitivity, skill, attitude of acceptanc & attitude of knowing new things.
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Challenges faced during this project People related
Time related
Difficulty in communication
Waiting for replies
Incomplete Information
Waiting for approval
Getting a hang of a clientâ&#x20AC;&#x2122;s vocabulary
Arranging meetings
Differences in opinion
Time management
Unsupportive environment
Constant back & forth
Getting people on board
Inconsistency
Understanding the mindset of stakeholder
Getting people on board
Hierarchy in the system
Lack of unanimous decisions
Lack of unanimous decisions
Extensive written material
Accessibility
SIDDHIbakrania | NID 2014
Credits Research
Images
Books
Http://marketingideas101.com/category/idea-center/brandi ng-idea-center/
https://www.shutterstock.com/
Designing Brand Identity -Alina Wheeler
https://creativemarket.com/blog/designing-a-brand-identity
http://www.dfiles.me/carl-jung-archetypes-list.html
https://www.forbes.com/sites/theyec/2014/11/03/why-you r-company-needs-a-good-tagline/
http://noiportal.hu/images/kepgaleriak/nagyok/1_25728.jpg
http://idapostle.com/visual-brand-identity-creative-process/ http://www.brandpersonalities.com.au/ http://www.howdesign.com/editors-picks/the-connection-b etween-archetypes-and-brand/ http://www.culturetalk.com/12-archetypes/ http://infodesign.com.au/usabilityresources/scenarios/ https://www.babble.com/pregnancy/
https://assets.entrepreneur.com/content/3x2/1300/20160609 152204-father-dad-hugging-daughter-family-love-childhood-tog ether-playtime-baby-happy-toddler-parent.jpeg https://static1.squarespace.com/static/56128160e4b014772 5b2c862/t/5617dd7fe4b0577603d6c2a6/1444404610789/wo rk+life+5.jpg?format=1500w http://malayalamemagazine.com/wp-content/uploads/2016/0 1/beautiful_family.jpg
https://ttu-ir.tdl.org/ttu-ir/bitstream/handle/2346/14545/31 295001617983.pdf
http://i.huffpost.com/gen/1876887/images/o-BABY-ANIMALMOTHER-facebook.jpg
https://www.bustle.com/articles/91355-15-fascinating-fact s-about-fathers-according-to-science-because-you-may-bemore-like-your-dad
http://images.parents.mdpcdn.com/sites/parents.com/files/G ettyImages-470817418_Sized.jpg
http://www.brighthorizons.com/family-resources/e-family-n ews/2013-pregnancy-for-dads-a-fathers-role-before-the-bab y-arrives
http://i.imgur.com/lTqNOkL.jpg
http://www.livescience.com/46322-fatherhood-changes-bra in.html http://pregnancyandbaby.com/the-hatch-blog/articles/9509 13/babymoon-before-or-after-baby-arrives http://www.tiredofbeingpregnant.com/2011/12/babymoon. html https://blog.prototypr.io/what-you-can-do-with-different-font -weights-1b464caaf0d4 https://99designs.co.uk/logo-design/business-of-color http://www.parents.com/parenting/dads/101/how-life-chan ges-when-you-become-a-dad/?slideId=49289
Understanding Brands -Peter Cheverton Fundamentals of Branding -Melissa Davis What women want : the global marketplace turns female-friendly - Paco Underhill Packaging the Brand: The Relationship Between Packaging Design and Brand Identity -Gavin Ambrose
â&#x20AC;&#x153;Great things are done by a series of small things brought together.â&#x20AC;? Vincent Van Gogh
COLOPHON This document is printed at PrintXpress This document has been set in: Open Sans designed by Steve Matteson Roboto designed by Christian Robertson