Being boards

Being is a new highstreet destination where technology meets the retail space. Simple, minimal and unassuming, Being combines food, apparel and homeware within one lifestyle brand.

BRIEF 3: BEING

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Brief [Collaboration with Eve Warren]

Market

Visual

Being is a new high street retail destination that brings an online digital experience to a retail location. Being is a lifestyle, which offers Food, Apparel and Homeware. The retail store is similar to coffee shop however each table is equipped with an iPad in customer can use to shop and there own leisure. This business means food and drink can be sold at subsidized prices while profit is made through order from the iPads. The creative challenge is to establish this brand and lifestyle in the marketplace as a brand which embraces the simple life, natural material and antimaterialistic way of life. As well as developing the brand identity, the iPad experience and how this will work with both the brand and the setting must be considered.

As this was a new business model for a retail store there were no existing stores we could look at, we therefore explored a range of concept that various companies had put together about how technology could potentially be used within a retail or social setting. These were simple concepts at this stage and little thought to design was apparent.

Within the brief it express a need for the brand to focus on natural materials and living more econonically as well as being aware of the products we buy, how they are made and where they come from. Visually we explored a range of visual range we which used texturess and patterns inspired by that of nature. We also explored the use of simplistic typography to reflect the requirement of the being honest, truthful and aware of the world and not trying to be anything it isn’t.

User Customers are loyal to brands that fit their values. Mature, independent, self-aware. Tech-savvy and connected. Pursue social interaction and Appreciate good design.

Deliverables - On going documentation on Blog - A minimum of 5 submission boards - Brand [Logo / Colour Schemes / Typefaces] - Brand Guidelines - iPad App - iPad Experience Video - Printed Ephemera: Business Cards, Napkin, Promotional Postcards, Takeout bags and boxes, Clothing tags,

Recruit Advanced Technology Lab This concept explored a range of uses for different technology from using Kinect sensors to detect actions people perfomed at the table as well how holographic waiters and watress maybe used in resturants to replace actual staff, a little far fetched, we also wanted to focus more on enhancing the retail experience with technology rather than removing staff all together.

Microsoft PixelSense For many years microsoft has been developing technology to replaces traditional tables with interactive screens which recongise the people using them as well as objects placed on to them.

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Being Logo Development

Texture / Visual Development

Brand Application,Typography and Colour

Futher Brand Application

With the name Being we initally started to explore ways in which we could communite the natural and human element of the brand into the logo mark. We looked at use of the finger print, and how the typographical forms such as the dot could be be used symbolically to represent people coming together. We experimented with a range of Serif typefaces as well felt this best reflect hertiage but used these fonts in a modern way.

Myself and Eve wanted to look at how we use earth imagery to create texture and brand to build the brand aesthetic. We considere how both digital techniques as well as screen printed techniques could be used to achieve this.

At this stage we looked at how these patterns and textures could be applied to various products and formats, we were also still explore a range of different typefaces at this stage as well really wamted to find the right typeface that appealed to both men and women - these same reasons also infleunced how we considered our use of colour, we wanted to stay gender neutral.

After testing a range of ideas digitaly we felt like we still weren’t achieve the natural look and feel that we wanted to achieve we therefore that we would into the use of different stocks to create this asethetically rather than creating it digitally. We found some wax paper which achieved this result from here we developed a colour palette and final typeface.

Using Screenprint and colour halftone images to create a rouch textured pattern

Digital using Mono and Duotone image treatments

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Storyboards

Wireframes

Crafting

In order to demonstrate how the restaurant is enhanced by a digital experience we are filming a video in local Coffee Shop Mrs Atha’s the video will depict an experience in which the iPad is central to how the restuarant and store function.

Together myself and Eve devised a storyboard which depicted each of the experiences we wanted to show to fill out our concept of a a resturant of the future.

After creating the storyboard this enabled me to plan out which screen needed to be designed for the Being application as well as what features needed to be included.

Working with the storyboards I wireframed each screen of the application and what detailed what feature that screen achieve as well noting how the screen connects to other features. The main features of the application included the ability to order food from the ipad at the table as well as browse the Him, Her and Home stores. The application was designed around the Being brand.

Whilst I was building and animating the application interface Eve spent the day in screen print where she printed our ephemera and had a cooper plate made to be used for embossing of the business cards. Additionally I crafted a box from a greyboard which I covered in Book cloth and fitted a ring binder, the box was used to house the brand guidelines for Being.

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Printed Ephemera As part of the Being brand a range of printed emphemera has been created to both promote the brand and to be used in store. The printed products are centred around the use of a grey texture stock combined with a pastel colour of either blue or green. Many of the printed products have been duplxed together to make us of the stocks that form the brand.

A contrasting navy blue has been used to screen print across the range of stocks. The stock also made a perfect material for embossing because of the wax in the stock this meant the stock was particularly susceptible to the embossing process which achieved great results.

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Printed Products To complete the range of printed products included business cards, promotional post cards to promote the opening of the store, clothing tags for him and her, a store loyalty card, culterly puch and napkin. This range of products demonstrates the versatility of the brand and it’s ability to be carried across a range of formats and media. The stocks that form the brand identity also prove to be an adaptable set of materials which can be flexible in building a range of products required by a store and resturant.

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Being Application The Being Application in a centre of the retail experience in Being Stores.

Being is a new location on the highstreet which blends technology with the traditional store environment. The Being retail store is essentially a coffee and food resturant with section in the store for Home, Mens and Women’s apparel. The concept for the store is that food and drink can be sold at subsidized prices and the brand will make money back on purhcase made in store or through the iPad. At every table in the resturant is an iPad which is bring the Being brand to customers finger tips. From the iPad customers can browse the menu selection and place there order to be prepared or cooked. During there visit the iPad then allows customers to browser the rich online store of products as a communal and social acitivity with friends or family. The App experience is simple and easy to navigate by simply sliding or pushing users can easily navigation through the various menu or stores of content.

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