final brand design story form graphics midterm revision others
RETAIL DESIGN
CLICK / TO BRICK
KiwiCo
summer 20
Valeire Peng
Get in touch with me Valerie Peng Cell: +1 (213) 284-9728 Email: valeriepeng@outlook.com
Copyright © 2020 by Valerie Shuoran Peng All rights reserved. This book or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher except for the use of brief quotations in a book review. This book is designed to preserve the words and images of value to its author. Art Center College of Design Pasadena, California 90117 Environmental Design August, 2020
hi, this is valerie
contents.
M 089
MIDTERM
F
B
O
047
FORM
study models phase one phase two phase three sketches
005
BRAND
introduction the founder brand identity unicity product line demographics brand talisman
exploaded diagram plan and section narrative sketches digital renderings presentation board
189
OTHERS
R
visual communication digital process
117
POST-MIDTERM
D
sketches axon drawing exploded diagram rendering material
027
DESIGN STORY
unmind map design story low relief collage
G 069
GRAPHICS
logo sketches logo phase one logo phase two logo phase three midterm logo revisions final logo signage&spatial graphics
F 145
FINAL
introduction section perspective plan view secret project body&brain&heart signage bubble pavilion final board
Final rendering - facade and exterior view of my KiwiCo space
001 | 002
Final rendering - night view of the project on E 3rd street
003 | 004
1 introduction the founder brand identity unicity product line demographics brand talisman
BRAND
007 | 008
INTRODUCTION KiwiCo is a company that is dedicated to stimulate kids’ creativity, as well as deepen and strengthen family relationships with monthly subscription boxes of STEAM focused and inspired activities. STEAM stands for science, technology, engineering, art, and mathematics. KiwiCo delivers these STEAM kits right at your door, which will provide hands-on learning for kids and serious fun for families.
009 | 010
THE FOUNDER The company KiwiCo was founded by Sandra Oh Lin, a mother of 3 kids from Northern California. She and her fellow teammates strongly believe that creative confidence helps kids think BIG and act like creators and producers, not just consumers. Kids with creative confidence don’t assume only one “right way” to build with blocks, paint a picture, or solve a problem. Instead, their unique way is the right way!
011 | 012
BRAND IDENTITY
CORE VALUE To celebrate kids’ natural creativity and curiosity, while helping parents who want to bring enriching experiences to their children.
VISION Through our products, we want to make it fun, easy, and delightful for families to spend time building, exploring and creating together.
PURPOSE KiwiCo helps kids channel their creativity with monthly subscription boxes of STEAM-focused activities. We are on a mission to inspire the next generation of innovators.
013 | 014
WHAT MAKES KIWICO UNIQUE
DESIGNED BY EXPERTS KiwiCo is consisted of a team of educators, makers, engineers, and rocket scientists (yes, for real). And they are passionate about what they do. Not just regular toys that bring only fun, all KiwiCo crates are carefully designed by experts and serve an educational purpose. TESTED BY KIDS Every KiwiCo crate project goes through multiple rounds of gathering frank feedback from lots of kids. KiwiCo holds multiple kid-testing sessions throughout the devoloping process to make sure children love their products.
015 | 016
KiwiCo spends 1000+ hours into designing & testing every single crate.
Award-winning projects Enriching content Kid-friendly instructions
Inspiring young innovators
017 | 018
PRODUCT LINE
KiwiCo has eight lines of monthly susbcription boxes designed for kids of different ages and interests. Meanwhile, the company provides crate packs for schools and group-purchase.
019 | 020
DEMOGRAPHICS Children age 4 to 10, who loves to build and create, and always have their own ideas about the world; And their parents, who may or may not always understand them.
021 | 022
DEMOGRAPHICS Melina, health coach and blogger, single mom Jake, 5-year-old son “It is always fun to see what craft projects are waiting for him in his koala crate subscription!”
Stacie, skin care consultant, mom Noah, 6-year-old daughter, home schooled “Her smile on her face when she graduated from Koala Crates to Kiwi Crates was priceless for me.”
Jessica, all-time mom Sterling, 4-year-old daughter “Geography has become her favorite subject ever since she got her first Atlas Crate Box! So excited for her.”
023 | 024
BRAND TALISMAN
Started from my understanding of the brand, I created this small brand talisman made of colored cardboard. When my audience gets this talisman, they will try to put every piece together like a three-dimensional puzzle. Also, they get to paint each piece with colors of their choices. This little project gives kids an oppurnity to use their brain and train their motor skills, as well as the freedom to express their creativities.
025 | 026
The making process - I handmade this talisman using cardboard, and created a stop-motion animation to show how it works.
Photographing process - playing with lights and shadows.
2 unmind map design story low relief collage
DESIGN STORY
029 | 030
UNMIND MAP
031 | 032
My KiwiCo space located in the Los Angeles Arts District is for people who believe that learning and working together is the best way to bond and strengthen relationships.
I am focusing specifically on children who always have their own ideas and who are eager to uncover the world, and the parents who may or may not understand their kids.
033 | 034
I promise that spending time with your family here at KiwiCo will help both the kids and their parents rediscover the world and generate shiny ideas.
My design goals are to create a space where families can build deeper connections through exploring and learning together.
035 | 036
To parents and kids, welcome to KiwiCo Let’s explore the world together, and deepen our relationships.
037 | 038
LOW RELIEF COLLAGE
Four design collages that impress four key spatial moments: entry, engaging key experience, brand display, and last impression.
039 | 040
Entry
Intriguig with colors and arrangment.
041 | 042
Engaging Key Experience
Explore the World from Different Angles.
043 | 044
Interactive installation that are fun to play with.
Brand Display
045 | 046
Last Impression
Memories that linger...
3 study models: phase one phase two phase three sketches
FORM
049 | 050
STUDY MODEL: PHASE ONE
Study Model One
053 | 054
Study Model Two
057 | 058
Study Model Three
059 | 060
Study Model Three
061 | 062
STUDY MODEL: PHASE TWO Study Model One
063 | 064
Study Model Two
065 | 066
STUDY MODEL: PHASE THREE
067 | 068
4 logo sketches logo phase one two three midterm logo revisions final logo signage
GRAPHICS
071 | 072
LOGO SKETCHES
073 | 074
DESIGN PHASES
Design Phase One
KIWICO
KIWICO
KIWICO
KIWICO
075 | 076
Design Phase Two
077 | 078
Design Phase Three
079 | 080
MIDTERM LOGO
# babf4e
#afadab
#f3db62
081 | 082
REVISIONS
Logo Revision
Color Study
083 | 084
FINAL LOGO
# babf4e
# f0e6d4
# f3db62
085 | 086
Bathroom Signage
SIGNAGE AND SPATIAL GRAPHICS
087 | 088
Balance Beam & Seating Area
Door Handel & Road Guide
5 exploded diagram plan and section narrative sketches digital renderings presentation board
MIDTERM
EXLOADED DIAGRAM
Hide and See
Bathroom
Puff Wall
Light Capsule Unwind Nests
Donut Pocket
093 | 094
SECTION VIEW
Puff Wall
Hide and See
Light Capsule
Unwind Nests
Bathroom
PLAN VIEW: FIRST AND SECOND FLOOR
Puff Wall
Hide and See
Light Capsule
Unwind Nests
Donut Pocket
Bathroom
097 | 098
NARRATIVES SKTECHES
Key Moment: Puff Wall
099 | 100
Key Moment: Puff Wall
101 | 102
Key Moment: Unwind Nest
103 | 104
Key Moment: Hide and See Wall
105 | 106
107 | 108
Key Moment: Light Capsule
109 | 110
DIGITAL RENDERINGS Interior Shot: First Floor
111 | 112
Interior Shot: Second Floor
113 | 114
Exterior
Connecting
Inspiring
Adventurous
Valerie Peng Kid-centric
Immersive
Curious
My KiwiCo space located in the Los Angeles Arts District is for people who believe that learning and working together is the best way to bond and strengthen relationships. I am focusing specifically on children who always have their own ideas and who are eager to uncover the world, and the parents who may or may not understand their kids. I promise that spending time with your family here at KiwiCo will help both the kids and their parents rediscover the world and generate shiny ideas. My design goals are to create a space where families can build deeper connections through exploring and learning together.
Hide and See
Bathroom Light Capsule Unwind Nests
Dodut Pocket
PRESENTATION BOARD
Puff Wall
6 sketches axon drawing exploded diagram rendering material
POST-MIDTERM
119 | 120
REVISIONS AND NEW IDEAS Sketches
DISCOVERING THE BUBBLE BRIDGE
SECOND FLOOR RELAXING ZONE
121 | 122
GOING THROUGH THE NET BRIDGE
WALKING ON THE BUBBLE BRIDGE
123 | 124
SOCIAL TIME IN THE KIWI NEST
KIDS PLAYING ON THE KIWI STEPS WHILE PARENTS STAND ON THE GROUND
127 | 128
WALKING IN TO KIWI NEST
UNDER THE KIWI NEST
129 | 130
KIWI FOOTPRINT AND THE OCEAN BALL BRIDGE
131 | 132
FINDING THE RIGHT LOGO BALL WITH MOM
133 | 134
LIGHT CAPSULE AND SHADOW PLAY GARDEN
135 | 136
Axon Drawings
137 | 138
Exploded Diagram
139 | 140
New Ideas - Initial Rendering
141 | 142
New Ideas - Initial Rendering
143 | 144
Material Exploration
7 introduction section perspective plan view secrect project body & brain & heart sigange & spatial graphics bubble pavilion final board
FINAL
147 | 148
“A PLACE WHERE WE HELP FAMILIES TO BUILD THEIR CONNECTIONS AND DEEPEN THEIR RELATIONSHIPS”
149 | 150
physical health & motor skills BODY
learn and think BRAIN
cuddle and fun HEART
151 | 152
rainbow bridge
SECTION PERSPECTIVE
kiwi blink
light capsule
switch&scrabble
kiwi burrows
kiwi steps
kiwi nest
kiwi footprint
kiwi shute
PLAN VIEW
153 | 154
storage
E 3rd s
t
kiwi shute kiwi footprint kiwi burrow bathroom back entrance
front entrance kiwi nest kiwi steps rainbow bridge switch & scrabble light capsule
155 | 156
SECRET PROJECT
157 | 158
SECRET PROJECT
159 | 160
KIWI SHUTE
BODY
161 | 162
KIWI BLINK
BODY
163 | 164
KIWI BLINK
BODY
165 | 166
RAINBOW BRIDGE
BODY
167 | 168
KIWI STEPS
BODY
169 | 170
SWITCH & SCRABBLE
BRAIN
171 | 172
173 | 174
SWITCH & SCRABBLE
BRAIN
175 | 176
SWITCH & SCRABBLE
BRAIN
177 | 178
KIWI NEST
HEART
179 | 180
HEART
KIWI NEST
1181 | 182
BATHROOM SIGNAGE
SIGNAGE & SPATIAL GRAPHICS
183 | 184
BALANCE BEAM & SEATING AREA
DOOR HANDLE & ROAD GUIDE
185 | 186
BUBBLE PAVILION
FINAL BOARD
187 | 188
8 visual communications digital process
OTHERS
192 | 193
visual communications
194 | 195
RESIDENTIAL DESIGN
Scheme one - bubble diagram and floor plan
196 | 197
Scheme one - bubble diagram and floor plan
198 | 199
ELEVATION SKETCHES
LIVING ROOM ONE
BEDROOM ONE
200 | 201
ELEVATION SKETCHES
LIVING ROOM TWO
BEDROOM TWO
202 | 203
digital process
204 | 205
206 | 207
208 | 209
210 | 211
212 | 213
216 | 217
218 | 219
220 | 221
see you on the nest journey
/KCIRB OT / KCILC