A Carina Ellen Jørgensen KEA BA 2015
Cork it
Agenda Introduktion Sammendrag af designproces & emballage mock up Fremvisning af kommunikativt tiltag via website mock up Fokus & Form책l Feedback & Perspektivering
Problemfelt : Nystartet firma - produktemballage - markedsføring + bærdygtigte elementer
Problemformulering : Hvordan skabes et emballage koncept med vægt på et bæredygtigt element for smykkefirmaet Albrecht&Vera via slow luxury tendensen med en green marketing strategi ?
Research : A&V Smykke emballage konkurrenter Respondenter
Keywords :
? Respondenter ... !
Dyrt smykke design
Æstetik Funktionalitet købsoplevelse Bæredygtighed
A Traditionelt smykke design
Bæredygtigt smykke design
Billigt smykke design
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Cork it Emballage Design
Research : Slow luxury kork
Keywords : “Stay gold” Quirky Nature meets arts Raw Simplicity
Research : Slow luxury A&V persona - målgruppe
Keywords : “Stay gold” Quirky Nature meets arts Raw Simplicity Trend & designorienteret Æstetik & funktionalitet Købsoplevelse Bæredygtighed
Proces : Udvalgt design
Keywords : “Stay gold” Quirky Nature meets arts Raw Simplicity Trends & design Æstetik & funktionalitet købsoplevelse Bæredygtighed
Style Sheet :
Albrecht&Vera “Cork it� Packaging design 2015
Size spec; 2 sizes - not decided This size - L 100mm x W 70mm x H 80mm Quantity - not decided/prototype Cord lenght - not decided Button size - 10,5mm Dia. Material color may vary Ink - Gold printing
Top closed Logo laser engraved
Side
14-1513
340F-6
A Top open
18-1142
A
A
Logo/Info/text printed
Back/Front
Button x 2, Metal Gold coated Tag Front
Tag Back
Cord, sustainable bamboo natural dye
Sustainable cork
Bæredygtig kommunikation : Butiks display Købsoplevelse Interiørprodukt
Know your costumer Appeal to consumers’ self interest Engage the community Educate & empower
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Albrecht&Vera is a Danish jewelry company based in the forest outside Copenhagen.. Albrecht means “the precious” & Vera means “the truth”. The jewlery is made with admiration & respect for the environment & the people in the process. Slow Luxury & tender loving care is the epitome of every handmade item from A&V. We look forward to adorn your everyday life!
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Albrecht&Vera constantly strive to be responsible & sustainable in every part of our value chain. This packaging design is made of cork. Sustainable, carbon neutral, supporting small scale agriculture & cultural traditions of Portugal. We hope you can style your home with this design. Stay gold, be responsible, give love & join us at www.albrecht&vera.com
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Cork it Website Tiltag
Know your costumer Appeal to consumers’ self interest
Appeal to consumers’ self interest Educate & empower Engage the community Be credible Don’t mislead
Slow Luxury luxury stands forloving is a new Slow & tender care is approach & a new standard for item the epitome of every handmade luxuryAlbrecht&Vera. design - a new way of from living. A standard & an approach which embodies a holistic mindset & susstainable values. At Albrecht&Vera we constantly strive For Albrecht&Vera it’ssustainable about doing to be responsible & itinbetter & taken slow in everytogether part of our value itchain. the getting there. Doing it Whyproces ? together fun a&new Becausebecause we wantit’s to more give you giving. Taking it slow design because standard for jewlery - awe standard want to createaround good things that revovles doing the it better for right Makingwe jewlery a slow you, way. the people work is with & our proces & choosing the right environment. We would loveprocess for you &topeople doing it with takes time. join us on our journey getting there. It’s all about the journey & doing it together. We are not perfect but we are striving to do our best.
If you have any advice, thoughts or comments regarding Alberch&Vera feel free to contact us - we love to talk with you. We hope to spead a little gold along your way & give a lot a love while styaing true & commited At Albrecht&Vera we work with local to the sustainable way of doing things. collaborator, Danish fairtrade jewelry wholesaler, www.frits.dk & is currently As our motto states; looking for new jewelry foundry in Denmark. Stay gold, be responsible & give love. packaging designwith is made WeOur hope this resonates your of cork. Sustainable, supporting small values. It’s aboutcarbon makingneutral, Monday night scale agriculture & cultural a little more fun, giving a pat ontraditions the backof Portugal. Our collaborator, also & putting a smile on www.corkway.com, your face when supports & www.kiva.org/lender/corkway. looking in thewww.quercus.pt mirror. We look forward to adorn your everyday life!
Appeal to consumers’ self interest Educate & empower Reassure on performance Engage the community
Our packaging designloving concept Slow Luxury & tender care is is a new way of combining the epitome of every handmade item packaging, design & sustainable from Albrecht&Vera. principles substantiating the way we hope to contribute to a better value chain & future. At Albrecht&Vera we constantly strive The is made to bepackage responsible & sustainable of in cork, every being part ofthe oursustainable value chain. element in the design. A high Why ? quality & versatile Because we wantmaterial to give which you a new has been for used in many years. standard jewlery design - a standard The & functionality of that aesthetics revovles around doing it better for the design has an other take on you, the people we work with & our how & what package canlove be.for you environment. We would We trulyushope youjourney will enjoy & there. to join on our getting find reuse forour package design after purchase.
We would love to see & hear from you on how you styleÂť your home with our design. So please send us a picture or gram it, hashtagging Albrecht&Vera on Instagram. By designing this conceptwe wework with local At Albrecht&Vera hope both to contribute to less collaborator, Danish fairtrade jewelry waste &wholesaler, making your home even www.frits.dk & is currently more golden the Albrecht&Vera looking for new jewelry foundry in Denmark. way. Maybe the package even can Our becomming packaging design is made of cork. find its way somebody Sustainable, neutral, else's gift wrapping ifcarbon it no longer fits supporting small scale agriculture & cultural traditions of Portugal. your style. Our collaborator, www.corkway.com, also supports www.quercus.pt & www.kiva.org/lender/corkway.
Educate & empower Engage the community Be credible Walk your talk Be transparent Don’t mislead Enlist the support of third parties
Slow Luxury & tender loving care is the epitome of every handmade item from Albrecht&Vera.
At Albrecht&Vera we constantly strive to be responsible & sustainable in every part of our value chain. Why ? Because we want to give you a new standard for jewlery design - a standard that revovles around doing it better for you, the people we work with & our environment. We would love for you to join us on our journey getting there. We will keep updating our processes & start posting pictures to show you how we work & with who we work.
At Albrecht&Vera we work with local collaborator, Danish fairtrade jewelry wholesaler, www.frits.dk & we are currently looking for the right sustainable jewelry foundry in Denmark. Give us a word if thats you or if you know somebody. Our packaging design is made of cork. Sustainable, carbon neutral, supporting small scale agriculture & cultural traditions of Portugal. Our collaborator, www.corkway.com, also supports www.quercus.pt & www.kiva.org/lender/corkway, 2 nonprofit organizations supporting growth in Portugal & developing countries.
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Cork it
Fokus & Formål : Fokus : Forbruger Trends & design Display & købsoplevelse Interiør produkt Bæredygtig cyklus
Formål : Differentiering Anseelse & vækst Bæredygtig cyklus Info & inddragelse Merværdi Must have & Word of mouth Ansvarligt forbrug
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Feedback & Perspektivering :
“Super flot udkast til indpaking. Jeg er vild med ideen med kork, det passer rigtig godt til Albrecht&Vera’s smykke univers. Jeg glæder mig til at arbejde videre med dig omkring projektet. Brugen af slow luxury & green marketing på websitet er lige det jeg mangler i min kommunikaiton, det passer godt ind i firmaets bæredygtige tilgang.” Sigrun Uggerby, indehaver af A&V “About the packaging, it is possible to make but we need to see first the technical drawing of the design. It is possible to print the material using laser, but we only advise the black color for printing for example a logo.” Tiago Cartageno, projekt manager fra Corkway
Produktion Certificering Website Fokusgruppe
“Det ser spændende ud, tonen er troværdig & slow luxury fanger min opmærksomhed med det samme. Måske konceptet kunne have sin hel egen side med indsendte billeder fra kunderne.” Linette, respondent fra målgruppe
A Carina Ellen Jørgensen KEA BA 2015
Cork it