Meraki Lines Major Studio Project ZoĂŤ Keidge, s2894352
About Us
Meraki Lines is a socially motivated design business based on the Gold Coast, addressing social and political issues. The business is being launched on June 10 as part of Major Studio Project. Meraki Lines mission is to raise awareness and change attitudes by starting conversations about current and future social issues, through the production of illustrations. Meraki Lines aims to inspire positive social change in the world through creativity.
Part 1 Assessment 2: Product Development
PRODUCT ILLUSTRATIONS
Up To Me The following illustrations are the designs for the products that Meraki Lines sells. Each illustration comments on a current issue in society, as a way of raising awareness, and starting conversations about these issues. They include body shaming, censorship, political issues, animal rights, general discontent with current society and renewable energy. These illustrations aren’t necessarily straight forward, as they have been designed for people to form opinions.
UP TO ME
Tillikum, Tilligo These illustrations dont necessarily take a side in the issues either, rather leaving it to the audience to form their own opinions about the messages in the artworks. The designs are also simple, black and white illustrations with little detail, in the effort to express as much meaning with as little as possible. It relies on the quality of the design, and once again allows the audience to draw their own conclusions.
We Are Being Silenced
WE ARE BEING SILENCED
Illegal Nipples
ILLEGAL NIPPLES
Screw You These illustrations are available as high quality, limited edition A5 prints, in black, as well as a foiled silver. Two of these illustrations are also available as unisex T-Shirts. The following products section shows the entire range of T’s and prints that are available for purchase from the Meraki Lines website. The products section have not been styled much, as the product shots are designed to show the customer the design and style of the product. SCREW YOU
I’m A Big Fan The styled photoshoot section, shows the vibe of the Meraki Life brand, and also shows the type of customer the shirts are aimed at. These adventure and action shots are fun, light hearted and most importantly show genuine people. This feel, of fun, unique and quirky, while being slightly arty, is the overall branding vibe for Meraki Lines, and can be found across all of the marketing platforms, including the website and Instagram page, I’M A BIG FAN
PRODUCTS
STYLED PHOTOSHOOT
Part 1 Assessment 3: Build a Brand
Logo & Branding
Initial Concepts This is the range of concepts developed for the Meraki Lines brand, however none of the designs were suitable, most had too much of a corporate feel to be able to provide the right vibe for customers. As such, a mood board was created to understand how text and illustrations work together, and provided inspiration for a hand lettered logo.
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Logo Mood Board
MmNn MnOP
Lettermark Logo The final lettermark logo is a single hand lettered M, which fits well with both the illustrations, as it has a similar look to a signature, and with the overall feel of Meraki Lines as a brand. This logo is the main logo, and features across all platforms of contact, aimed at being the recognised icon for the brand. The wordmark logo is used to clarify the brand, and is featured a lot in the branding and the online platforms.
Wordmark Logo
Typeface - Raleway
AB C D E FG H IJ K LM N O PQ R STUVWXYZ a b c d e fg h i j k lm n o p q rs t uvwqyz 1234567890 AB C D E FG H IJ K LM N O PQ R STUVWXYZ abcdefghijklmnopqrstuvwqyz 1234567890
Colour Palette
CORPORATE IDENTITY
Stationary The stationary pack for Meraki Line consists of an invoice for the customers on delivery of the products, as well as a business card. The business card features the lettermark logo on the front and contact details on the reverse. The back of the business card also features a segment of one of the illustrations, to create less of a corporate feel to the design. The invoice is a simple design, to fit with the rest of the Meraki Lines image,
Thankyou Card The thankyou card is a styled, less corporate version of a business card. It is placed inside the packaging when the product is delivered. The front features a unique eye pattern, which can be used as a small free print if the customer chooses. The back features a thankyou statement, with the contact details for Meraki Lines if they need assistance or want to leave any feedback.
Swing Tags The swing tags will be used to label the t-shirts, as well as provide a space for pricing, and sizing. The front of the swing tag just features the Meraki Lines logo in foil on black recycled cardboard. The back of the swing tag features important information such as the price and size, as well as the Meraki Lines wordmark logo. The string is white cotton which can be sourced from ecofriendly manufacturers.
PACKAGING
How It Works There are several levels involved with the packaging for any Meraki Lines products. T-Shirts are folded up and wrapped in black tissue paper, and sealed with a Meraki Lines sticker. While prints are placed inside a protective folder to avoid any stains from occurring. This print folder is then placed inside two 500gsm pieces of card, bound with black elastic, to avoid bending in the mail. Them any packaged products are placed inside a black waterproof postage bag, branded with the Meraki Lines sticker for easy identification.
Stickers The stickers are an important part of the packaging, as they act as the seal for binding the tissue paper together, as well as act as the branding for the outside of the shipping bag. The stickers are simple, black cirles, featuring the lettermark in white, for easy identification, and cohesive branding.
Print Folder & Reinforcement The print folder is a plain white folder, featuring the lettermark logo on the front, and a small thank you on the reverse side. It acts as protection for the print which sits inside, fixed in place by two triangle cut outs. Each print receives its own print folder. The postage reinforcement is simple black card, held together with black elastic. The print folder is placed inside the postage reinforcement to be sent in the mail.
T-Shirt Packaging The T-Shirt packaging is simple shiny black tissue paper. The shirt is folded up in a way that the illustration is the first thing that the customer sees when they unwrap the tissue paper. The Meraki Lines sticker seals the tissue paper together.
Post Bag The post bag is a 13inch by 17inch tear proof, black waterproof plastic bag, that seals on the back. It is large enough to fit both multiple t-shirts and prints at once. The front features the Meraki Lines sticker. The address for the customer is printed and stuck to the back of the postage bag.
CONCEPT STORE
Market Stall The market stall is where any goods will by sold physically. This market stall is the Meraki Lines version of a concept store, as this market stall will be used in the future at any market events. This stall would suit markets like the Village Markets, which specialise in handmade goods such as arts, clothes and bags.
Stall Features The features of the market stall include the logo on the front of the table cloth. Small stands for the prints, will be used to showcase them on the top of the table. The cross beam on the top of the stand will be used to show the different shirts. And the pot plants around the stand will be used to liven up the stall.
ONLINE IDENTITY
Instagram The Instagam page is the main marketing method for Meraki Lines, apart from word of mouth. The Instagram page features product shots, inspiration, and brand images. https://www. instagram.com/ merakilines/
Website The website home page features a slides-show of five of the styled images, as well as a link to the products page, and the cart. The website design is simple, aiming to allow for an easy positive user experience. http://merakilines. bigcartel.com
Homepage
Products
Add To Cart
Shopping Cart
Part 2
Assessment 4: Cause Related Marketing
Meraki Life Campaign
About the Campaign
PLANTING THE SEED FOR CHANGE THROUGH DESIGN
Meraki Life is a campaign run by Meraki Lines in affiliation with Kiva. The aim of the campaign is to combine the design strengths of Meraki Lines, with the global platform of Kiva, in order for customers to make purchases that enable positive growth of entrepreneurs in developing countries.
Why partner with Kiva?
Kiva are a non-profit organization with a mission to connect people through lending to alleviate poverty. Leveraging the internet and a worldwide network of micro-finance institutions, Kiva lets individuals lend as little as $25 to help create opportunity around the world. Their slogan is: “Empower people around the world with a $25 Loan� Kiva and Meraki Lines are a perfect match, because as a design start up, at Meraki Lines we know how hard it is to start. Our vision is to inspire positive social change in the world through creativity. With this in mind, helping entrepreneurs in developing countries through our art is a worthy cause that aligns perfectly with the values of Meraki Lines.
Campaign Branding
Campaign Logos and Colours
PLANTING THE SEED FOR CHANGE THROUGH DESIGN
Campaign Elements
The Products “Planting The Seed” This artwork has been created for the campaign, and named “Planting The Seed”. It symbolises how everyone around the world can contribute to the growth of developing countries and the overall positive growth of the planet. This is the main aspect of the Meraki Life campaign, as it will be the print sold through the Meraki Life store. It will also feature on the campaign t-shirt, as an easily identifiable symbol for Meraki Life. All of the profits from these products go towards Kiva.
“Plant the Seed” Print
Foiled Print
Campaign T-Shirt The campaign t-shirt features the “Planting the Seed� illustration on the front, and the campaign slogan and website link on the back. This makes it a shirt that can be used to promote the campaign, as the branding links back to the cause. It can also be sold as straight merchandise and all of the profits generated from this and the other products go straight back to Kiva as donations.
Campaign T-Shirt
Online Presence The online presence consists of a simple easy to use website. The website is what all marketing channels direct customers to. It has links to what the campaign is, a donations page for people not interested in buying the product but who still want to contribute, a products page for customers to shop the supporting merchandise, and also has a link to the Instagram competition page. Kiva will provide direct access to the campaign through their websites, and any Meraki Lines customers will be able to access the Meraki Life page easily as it is run off the Meraki Lines website.
Homepage
Products
Instagram Ad This Instagram advertisement will appear in potential customers news-feeds as a sponsored ad. This ad shows the Meraki Lines logo and when clicked on, takes the user back to the Meraki Lines page, which has a link to the campaign website. The image displays the campaign name and the campaign slogan with a simple call to action to engage with the audience. This and the striking black and white image with only green highlighted, should be enough to at least attract customers to the main Instagram page, which will have lots of Meraki Life and Meraki Lines imagery.
Instagram Competition The Instagram competition will be run with the hashtag #merakilife. The aim will be to raise awareness of the campaign through users sharing their photos on Instagram. The photos they share will be customised with stickers, which can be applied through the mobile friendly website. The user with the most creative photo and sticker combination will win a collection of Meraki Lines and Meraki Life limited edition prints and a campaign t-shirt. The competition basically acts as an online event, and is the fun and interactive aspect of the campaign designed to generate user interaction.
Fin