Retail endcap mockup
Project Overview
In partnership with ChaseDesign, my student team of graphic and industrial designers were tasked to create a brand for an all-in-one starter kit of art supplies for freshmen design students. In addition to selecting the kit for items, we needed to figure out a way to fit them into a reusable carrying case that would keep supplies safe. Our goals included portability, sustainability, and simplifying/demystifying the art supply buying experience.
Graphic Designers: Chelsea Cohen, Nathaniel Cardiel, Ly Tran
Industrial Designers: Noah Lynaugh, Elisa Renerts
Research Phase
Our research had three parts— product/store audits, surveys and interviews. In stores, we found low quality kits in bulky metal or disposable plastic. From surveys and interviews, we found pain points for freshman art students:
• Issues adjusting to independent living
• Cost
• Portability
• Organization
• Issues adjusting to independent living
• Cost
• Portability
• Organization
Based on our research, our group reframed the problem:
How can we make a brand and product(s) that address the emotional needs of foundation students?
Ideation
Ideation on the form of the product(s) by various group members
Brand Positioning
Based on our research, our group took an approach that centers mental health, an area that newly-independent college students often need help with. I'm proud to have come up with the name "groundworks," which refers to the foundational design skill set as well as laying the foundation for positive mental habits.
Branding
Our brand stems out of this holistic vision. The logo, designed by Ly Tran, connects to our focus on well-being, wholeness, and the importance of community among creatives. Our main colors are subtle and calming, reminding our users to ground themselves with these natural colors. The imagery we used is a style we've termed "minimalist collage" that uses a torn-paper collage style with sensory, earth toned images. It's a marriage of the gen-z oriented collage style with the reassuring, relaxing tone that the brand should convey.
Form Development
After our ideation, we decided to pursue two products: the Tin Bin, designed to hold small supplies in molded paper trays, and the Folio Bag, designed to hold both the tin bin and additional large materials. The Folio Bag solves a common problem we heard from freshmen, that transporting large 18" x 24" paper pads is difficult with current portfolio cases. Our design eliminates the need for any additional bags.
Packaging
Our products, retailed in bundle format
Retail Display
For retail, we developed an endcap that encapsulates all our brand values. Our display encourages the user to express their creativity by writing a response to a prompt and placing it on an oversize version of our logo. It has the aim of bringing people together and inspiring curiosity and interaction with our product.
See the Presentation
See the full presentation we gave to ChaseDesign:
