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Chaitrali Bhide

www.chaitralibhide. com

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Portfolio 2017 - Contents Strategy and Branding 01

Ekatra     

CASE STUDY

A gourmet salt business plan to enhance artisanal salt pan farmers’   incomes from the Little Rann Of Kutch, India

Product Design 05

Koya

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Jo Ka Temps

A children’s lunch-box for Tupperware

A watch to teach toddlers the concept of time

Interaction Design 07

Braille Message Board

Installation encouraging interaction between

                sighted & visually impaired

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Cognizance

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Posture Patch

An enhanced laundry experience for busy millennials

Embedded displays for personal informatics

Multidisciplinary 10

Collection of varied projects

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Ekatra

A gourmet salt business plan to enhance artisanal salt pan farmers’ incomes from the Little Rann Of Kutch, India Strategy and Branding | 6 months, Individual

Brief: Developing a business plan, marketing strategy, branding and packaging for the sale of artisanal salt. The business plan needed to be fruitful for the farmers, client company, ‘Sabras’, as well as the end consumers of the salt. This earth crystal salt is hand-harvested by the Agariya community. An on-site visit to the Little Rann of Kutch field visit was a great opportunity to acquaint myself with the salt making process, as well as to interact with the Agariyas to understand their lifestyle, ambitions and needs. The salt harvesting process is labour intensive, in harsh environmental conditions - carried out without sufficient protective gear. It was humbling to speak with the artisans who work hard to bring salt to our tables. Some heart-wrenching facts about the Agariyas: • Have no alternative skills Design Thinking Steps - Stanford d.school - Convergence and Divergence • Earn less than the cost of the bag containing the salt • Travel daily or reside in the desert for work for 8 months every year Approach: • Feet don’t burn during cremation due to the amount of salt they contain Empathising with the Agariyas motivated me to work harder towards a viable solution. I was grateful The Agariya community in the Little Rann of Kutch has been under-valued and under-paid for their skill for the opportunity to work towards making a positive impact in the lives of those who contribute to 70% of the country’s salt production. I was inspired to come up with a strategy to highlight the and toil in the salt pans year after year. It was important to make their line of work more profitable for irregular nature of the hand-crafted salt and help mainstream the marginalised salt-pan workers. their upliftment by increasing the sale of their product and by sharing their story. The field visit helped identify opportunities for design intervention. However, thorough competitive analysis of the salt market in India, as well as customer validation were important in order to develop the strategy as well as the branding and product experience design. (see page 02)

Lifestyle Agariyas rake the salt crystal layers

Families live and work in the desert

Increase Income

Opportunities for Design Intervention

Aspirational

Make-shift houses made using local materials

Shared small living spaces in temporary house

Production

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Market positioning Iterations for regionally inspired packaging

Logo, name & colour palette iteration

A competitive analysis of the salt market in India revealed the advantage of positioning the salt as a

Iteration of tent-card for niche marketing

Mock-ups of regionally inspired packaging ideas

Four proposed regionally grown flavours of salt - Chilli, Fennel, Garlic, Smoked (mesquite)

High Value-Medium Cost artisanal gourmet salt.

Customer research led to a strategy built on the intrinsic property of salt to enhance the taste of food.

Iteration for mortar-pestle salt packaging

Unit Costing, estimated Revenue and estimated Gross Profit

Ekatra

A gourmet salt business plan to enhance salt farmers’ incomes Strategy and Branding | 6 months, Individual

Approach: I believe that a product’s success is based not only on its visual language, form and functionality but also on the interaction between the user and the product. The business strategy proposed value addition through experience design along with brand value, to bring a unique product to consumers. • Establishing the brand in the market through a Niche marketing strategy • Defining distribution channels to reach the middle to high-end consumers • Generating future direction ideas for the business phases to further empower the producers

Salt dispensing ideas for experience added value

Research revealed flavour infused salts becoming a global trend. Consumers seemed to be looking for ingredients that would make the flavour of their food pop. After studying the possible flavours to infuse, I had proposed that the company launch with four flavoured salts, made from regional ingredients. Being a rather large crystal salt, I had proposed packaging ideas which incorporated a mortar and pestle - providing a user experience which traced back to the pre-mass-manufacturing-era of salt. 2


Ekatra

A gourmet salt business plan to enhance artisanal salt pan farmers’ incomes from the Little Rann Of Kutch, India Strategy and Branding | 6 months, Individual

Outcome: Choosing a name that was regionally relevant strengthened the story of the product, brand and community. ‘Ekatra’, means together, or to collect. Relevance: Brings all the flavours together, The salt is collected by hand, Community has been living and working together for generations.

Horizon view of the landscape in the little Rann of Kutch

The visual style was created using watercolours and textures to represent the landscape in the Little Rann of Kutch as well as the irregular, crystal appearance of the salt. It also aligned with the brand essence. The branding and packaging, aimed to highlight the beauty in the imperfection of the irregular crystals. The simple packaging was meant to bring out the hand-crafted value of the crystalline salt.

Replicating the landscape. Fractal patterns created using salt crystals on watercolour.

Visal style for the Brand and Packaging. Final Logo for ‘Ekatra’

Rake pattern inspiration (see below)

Salt pans in Kutch, Gujarat

Freshly harvested salt crystals

Rake pattern created in salt pans

Logo Iterations

Using the Business Model Canvas to design a Business Plan for ‘Ekatra’.

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Information booklet

Packaging for 500g and 1kg salt packs

Product placement in grocery stores - in-situ mockup

Packaging for flavoured salts

Flavoured Salt sachets & Information booklet

Product placement mock for the niche marketing strategy

Salt - 1kg

Combined packaging

Salt, mortar & pestle-500g

Flavoured Salts sachet packaging

Ekatra

A gourmet salt business plan to enhance salt farmers’ incomes Strategy and Branding | 6 months, Individual

Outcome: The salt products would be hand packaged by the Agariya community itself; Providing an additional source of income. Since this was a crystalline salt, the packaging included a mortar and pestle and a grinder cap bottle to add the experience of using the salt. The niche marketing strategy involved using the branding and availability as tools to make the salt an object of desire by creating a sense of mystery and exclusivity about it.

Range of products and tent cards

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Koya

A children’s lunchbox for Tupperware

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Product Design | 6 months, Individual

Exploring products for children between the ages of 0-4 years through a human centric approach. The products were to be designed for the Indian millennial parents. Problem Statement: Enabling preschool attending children of working urban millennial parents to carry and eat liquid Indian meals without making a mess.(for 30-48 month olds)

Grooves in the base for easy grip

I was inspired by observing Indian people carrying tiffins wrapped in handkerchiefs as well as by customary table manners to keep one’s eating space as clean as possible. ‘Koya’ means cocoon, the table cloth attached to the base of the lunchbox would double as a washable cocoon to contain any spillage. The Koya tiffin was designed in two sizes - Koya and Koya mini. The table cloth is fixed to the base and would cocoon the tiffins to contain any mess.

In-situ mockup of the ‘Koya’ lunch box

The table cloth wraps around the lunch-box easily with the help of strong magnets.

Lid Air-tight lock

Logo for proposed product

Locking mechanism of base to box

Cloth wrapped tiffin in India

Silicone piping

Container for food An open view of the Koya box

Motion to remove base

Bottom compartment to lock base into

Table cloth Cocoon wrap

Base to lock into bottom of container

Illustration of stacked boxes with the cocoon table cloth

Exploded view of the different parts of the lunch-box

Render of the ‘Koya’ box with brand imagery

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Jo Ka Temps

A watch to teach toddlers the concept of time Product Design | 2 weeks, Team of 4

Designing watches to help kids between 18 months to 3 years learn to understand the concept of time. KiEtLA’s designer sunglasses are not only stylish, but also recyclable, unbreakable, and made of safe, thermoplastic elastomer. By conceptualising product ideas along their brand values, Jo Ka Temps was designed to add values of being customisable and educational. Proposed packaging for the dials

KiEtLA signature sunglasses

Conceptualising another product for KitEtLA

Proposed packaging for the watches (straps + dials)

Closer look at where the changeable dials would fit in.

User scenario for the JoKaTemps product for different age groups

Proposed point of sale setup

Explanation

Display Touch and Feel

The mock would emphasize KiEtLA’s product aesthetics and branding Children learn to recognise colours as early as at the age of 18 months. E.g The parent says “Dinner time is at 8, come to eat when

Shapes start becoming easy to recognise for children from the age of 2 years. E.g The parent says “Lunchtime is at 12,

It is important for

Once the child

Children can

children to not only

has learnt to read

understand time

read time, but also

basic numbers and

better when they

understand the

understood the

start relating it

concept of time. E.g

concept of time, he/

to daily activities.

The parent says “You

she can understand

Parents can assign

can play for an hour;

the details of

events or activities

minutes.

to specific times

it is blue on your

come to eat when

come home, when

watch.”

the arrow points

the watch is black

via their connected

to triangle on your

and the dot is at 3.”

smart phones. e.g.

watch.”

Proposed point of sale setup

‘Nap time’ at 3.

Envisioned store scenario Range of colours and dial combinations for the JoKaTemps

Full view of the mock up

Proposed promotional poster

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Braille Message Board

Installation encouraging interaction between sighted & visually impaired Interaction Design | 1 month, Team of 4

Designing a public, interactive installation to be used by both the visually impaired and the sighted through sonic and tactile experiences to generate empathy. Each Braille character is composed of six dots arranged in different combinations, which were made interactive in the form of push buttons. 152 Braille characters were made using click pens(6 per character), which was a conscious reference and juxtaposition of writing tools usually used by sighted people. The dots within each character, as well as the characters needed to be spaced at specific distances to form Braille characters. The installation was set up on a crowded street in a prominent area in Bangalore. Passers-by and visually impaired children from schools visited during research, were invited to leave messages for each other on the Braille board. The second installation of the project involved embedding motion sensors in an enclosed space, to trigger various sounds; providing an illusion of being displaced to a different environment. The aim was to generate empathy in the sighted while trying to navigate in an unknown space without their sense of sight. Also serving as a way for the visually impaired to experience different sounds in the same space.

Tactile messages - a passer-by trying to read Braille

Snippet from a designed poster

Prototpe of the click pens as push buttons

View of the click pens arranged to form Braille characters

Braille character spaces made using click pens

Front view of the ‘buttons’

An on-site view of the art installation

A Braille message for the sighted to decipher and practice Braille characters

Top view of the message board made of 152 Braille characters

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Cognizance

An enhanced laundry experience for busy millennials Interaction Design | 6 months, Team of 2

Designing a new washing machine experience for Indesit, Hotpoint (Italy). Focusing on individuals who have a lot to do and little time to do it - where clean clothes are a priority and not laundry as a chore. Busy households with average families - Working parents, 2 or 3 children (0-13 years old) & Young working individuals (23-28 years old). Cognizance: “A state of awareness towards cleanliness.” A pre-programmable machine that starts doing laundry on its own, which would work based on volume filled or time lapsed. Simple interface with dials for temperature, weight and time, and the machine drum is meant to be used as the laundry basket. The anti-bacterial feature makes sure the clothes stay fresh till the user gets time to remove them. The dials are part of the door, and once open, the door reveals the hidden slot for replenishing the detergent. Visualisation of the settings dial for interaction

Aesthetic and intuitive door handle

Current user experience with washing machines

Conceptualising the interaction

Conceptualising the interaction

User can either choose to start the laundry after either a particular duration

A red blinking light to indicate that

The delay start interface allows the user to choose a suitable time, during

of time or after the clothes fill the drum to a certain volume.

the amount of clothes are more

which the user can focus on other chores or activities.

Exploring ergonomics and form

than the chosen volume capacity.

In-situ mockup for Cognizane

Proposed Logotype for the washing machine - ‘all seeing eye’, ‘third eye’ Aesthetically similar to the aesthetics of the machine, as well as Hotpoint logo. The machine is fitted with a 1.5 litre detergent container. The user would have replenish the detergent once a month.

Rendered view of the Cognizance washing machine

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Posture Patch

Embedded displays for personal informatics

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Interaction Design | 6 months, Team of 2

Developing a design space of the various forms of displays for personal informatics that could be embedded in a person’s social and physical environments. (The challenge here was to move away from screen display systems.) The patch senses muscle movement in 4 directions and gives haptic feedback through subtle vibration in that direction. The posture correction patch is for one person but the system includes their partner as well he partner would act as a motivator and negotiator. The design space explores supporting collaborative exploration of self-monitored information through varying degrees of proximal interaction based on the level of personal interaction between the partner and the user. The partner would have a device of the same form through which they would receive ‘updates’ of the person’s posture. A system would allow them to ‘view’ their progress in detail when the two ‘halves’(the patch and the partner’s device) would be in close proximity. The created system would support interpersonal interaction between the user and the partner.

Proposed technology materials for the Posture Patch

Posture correction through

Information is shared with a partner Display interactions ranging from Most Intimate Least Intimate

immediate feedback

Form variations for the electronics cover

Designing the form

The patch would detect movements and provide haptic feedback

Proposed Logo

Posture patch when in use

Connected devices -

Posture patch, display device for partner

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Multidisciplinary

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Collection of varied projects

Product Design, Natural Building, Animation, Textile Design, Furniture Design Work depicted on this page enabled me to acquire varying skills ranging from book-making, animation, product photography, to sewing and dyeing. Building with natural materials, and re-purposing found materials highlighted values of designing with sustainability in mind(3,6). Through the process followed for animation along with product sketching, I found that story-boarding is a crucial tool for validating and detailing user scenarios(1,2). A mobile-lab project for Arsenic detection in water was an exciting opportunity to collaborate with HacketriaLab and University of Laussanne, Polytechnique and work at the convergence of science, art and design(4). During my exchange program, I worked on re-designing the iconic Red and Blue chair, interpreting Rietveld’s minimalist principles for the 21st century(5). Whereas, a short workshop on ‘Shibori’, the Japanese dying technique was a meditative way to explore visual patterns and negative spaces(7,8). Working on an independent summer project was not only a great way to re-purpose old cloth, but also learn to sew covers for my own electronic devices(9).

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Thank You www.chaitralibhide.com

bhidechaitrali@gmail.com

in.linkedin.com/in/chaitralibhide

Citizen of USA

www.behance.net/ChaiBhide

+91-96639-25980

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Curriculum Vitae

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Portfolio  

2017