CERTIFICATE It is recommended to award Ms Kashika Chawla, for completion of Graduation Project from National Institute of Fashion Technology, Kangra, Himachal Pradesh after evaluating their project and fulfilling the requirements set by this institute. Remarks ......................................................................................................................................... ......................................................................................................................................... ......................................................................................................................................... ......................................................................................................................................... ......................................................................................................................................... ........................................................... Signature of Mentor : Date:
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ABSTRACT
This report is an outcome of my internship at Bewakoof Brands Pvt. Ltd. I always wanted to work in a place that allows me to follow my heart. My experience with Bewakoof Brands Pvt. Ltd. was exactly like this. From brainstorming for the concepts to creating t-shirt graphics for various categories - it was a fun roller coaster ride. I worked on various categories for men’s and women’s t-shirts like desi typography, pet love, personality, cute characters, pocket prints, etc. I also created graphics for the promotional merchandise like pocket diaries, key rings, coasters, fridge magnets, etc.
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ACKNOWLEDGEMENT
This is to acknowledge all the people, without whom my industry experience would not have been a success. My gratitude goes out to the people of Bewakoof Brands Pvt. Ltd., who made my graduation project a valuable learning experience. I would like to thank the entire art department for trusting me with the work. I wish to extend my sincere thanks to my industry mentor, Mr Samridhya Ivan, for his patience, guidance and inventive spirit, and also for giving me a chance to be a part of their team. Lastly, I wish to acknowledge Ms Maulshree Sinha for her constant guidance as of the internal mentor. Thank you.
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CONTENTS
01. Bewakoof Brands Pvt. Ltd. 02. Production Process 03. Design Process 04. Project 01 - Women’s Collection 05. Project 01 - Men’s Collection 06. Project 02 - Side Panel Collection 07. Project 03 - Promotional Merch 08. Project 04 - Event Graphics 09. Project 05 - Rebranding Posters 10. Conclusion
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BEWAKOOF BRANDS PVT. LTD.
ABOUT Bewakoof is one of the fastest growing fashion and lifestyle brands in India. It is a self sustaining e-commerce platform that deals in graphic t-shirts, mobile covers, joggers, sliders, etc. Bewakoof.com was launched on April 1, 2012 with an investment of INR 30,000. Now, the brand’s turnover is INR 10 Crores. A sizeable chunk of its customer base comprises of students and youth in the age group of 16-34 years. Bewakoof.com launches new designs based on their observation of trends in lifestyle and fashion, as well as by listening to its social media fan base of over 8.07 lac fans. The website receives 1 million visitors per month, mostly redirected from their own social media channels. VISION : By becoming India’s largest casual wear and lifestyle brand, to make trendy fashion affordable, and to touch all those segments associated with lifestyle and youth while maintaining the core application of creativity and humour in its approach. USP : • • • •
Design of the Day - new design launches at 3 P.M. everyday Colour of the Month - new base colour for every month FOMO Fridays - different products/collections every friday Regional Designs - Bengali, Punjabi, Marathi designs
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PRODUCTION PROCESS
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Screen Making
Tracing of the Design
Drying Process
Printing Process
Fusing of the design
Checking for defects
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Blocking the screen accordign to the design
Final Screens
Colours used - Plastic base
Printing Machine
Packaging & adding Freebies
Out for Delivery
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DESIGN PROCESS
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Pocket • Penguin • Elephant Music • Owl • Other animal Typo • Follow your heart • Limited Edition
Research and Trend Analysis (From AMA, Customer Calling & Brand Study)
Selection of Concept
Launch as the Design Of The Day (DOTD)
Final Changes and Pantone Selection 18
Basic Ideation and Rough Sketching
Final Design and Colour Selection (Not more than 3 colours for the graphic)
Only Women Customer Votes are counted for women’s designs 487 + 103 = 590 83%
Vote Count and Selection
App Voting 19
PROJECT 1 - DOTD
Bewakoof.com, initially, was a men driven brand. The graphics were usually created keeping in mind the male audience. From January 2019 the DOTD (design of the day) collection was bifurcated into 2 parts - men’s designs and women’s designs. The main aim for doing do was to create designs especially for female customers and give them a wider option and a better set of designs according to their preferences. Also, the brand wanted to shift its focus from only men’s graphics to both men and women graphics. Going through graphics from competing Indian brands to international brands and other design platforms - a major research was done for the same. This project includes a set of graphics (for both women and men) that were created during the period of the graduation project. Each design followed the same design process and was only made after an intensive research.
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Women’s Collection
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Design 01
128 C
Black
Launch Date - 16/02/19 Sales - 955
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Design 02
150 C
Black
White
Launch Date - 18/02/19 Sales - 814
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Design 03
671 C
Black
White
Launch Date - 19/02/19 Sales - 1744
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Design 04
1777 C
Black
White
Launch Date - 21/02/19 Sales - 705
25
Design 05
White
Launch Date - 24/02/19 Sales - 1326
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Design 06
1565 C
Black
White
Launch Date - 25/02/19 Sales - 1095
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Design 07
4725 C
Black
White
Launch Date - 27/02/19 Sales - 1984
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Design 08
1777 C
176 C
Black
Launch Date - 08/03/19 Sales - 1245
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Design 09
1555 C
198 C
Black
White
Launch Date - 11/03/19 Sales - 1965
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Design 10
3514 C
3596 C
Launch Date - 12/03/19 Sales - 1748
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Design 11
5435 C
Black
White
Launch Date - 14/03/19 Sales - 1542
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Design 12
324 C
Black
White
Launch Date - 21/03/19 Sales - 1091
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Design 13
1555 C
298 C
Black
Launch Date - 28/03/19 Sales - 2798
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Design 14
1225 C
Black
White
Launch Date - 31/03/19 Sales - 2035
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Design 15
116 C
Black
White
Launch Date - 04/04/19 Sales - 1693
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Design 16
Black
White
Launch Date - 07/04/19 Sales - 1348
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Design 17
3514 C
Black
White
Launch Date - 09/04/19 Sales - 800
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Design 18
1225 C
Black
White
Launch Date - 10/04/19 Sales - 1470
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Design 19
2431 C
Black
White
Launch Date - 13/04/19 Sales - 987
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Design 20
211 C
White
Launch Date - 13/04/19 Sales - 1291
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44
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50
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Men’s Collection
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Design 14
Black
White
Launch Date - 14/03/19 Sales - 4468
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PROJECT 2 - Side Panel Collection
Side panel collection is one of the most popular collections of the brand. These include t-shirts and joggers. This project includes a collection of these side panel designs for women. The concepts were selected after brainstorming according to recent trends and other brand collections. These side panels are usually launched in FOMO fridays at lower prices and then the bestsellars are sold on the website at the usual prices.
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PROJECT 3 - Promotional Merch
Promotional merchandise is added as a gift for the buyers and are usually called the “freebies”. These are produced in huge lots and are of different categories. Every buyer gets a random freebie with his order. The brief is to create 50% designs from websites like freepick, 30% from old Bewakoof designs and the rest 20% from the designs that are not launched. This project includes different categories of promotional merchandise that were designed keeping in mind the brief given. • • • • • • •
Pocket Diaries - 80 Designs Fridge Magnets - 30 Designs Coastes - 20 Designs Key Chains - 25 designs Pop Socket - 15 designs Fridge Magnets - 20 designs Laptop Stickers - 25 designs
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Pocket Diaries
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Fridge Magnets
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Coasters
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Key Chains
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Pop Sockets
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Bottle Openers
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Laptop Stickets
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PROJECT 4 - Event Graphics
Bewakoof Brands Pvt. Ltd. believes in connecting to its customers. This helps them understand them better and create designs according to the what is needed. Recently, the brand came up with the idea of Meet and Greet. The designers will go around top sellar cities and 50 to 70 customers are called for the event. Various activities are conducted and the customers are given gifts and vouchers for the participation. This project includes the graphics that were created for the event.
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PROJECT 5 - Rebranding Posters
Bewakoof Brands Pvt. Ltd. is soon rebranding itself. The logo will have a new edition - the asterisk. The idea behind is to add quirky vibes to the look and feel of it. For this project, I was asked to create banners and posters using the proposed logo in order to understand how the future look and feel of the website will be.
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CONCLUSION
My experience at Bewakoof Brands Pvt. Ltd. was full of learnings as well as opportunities. I learnt a lot more about typography along with an understanding of customers. My internship at Experience has taught me more than I could have imagined. As the Graphic Design Intern, I feel my duties were diverse, and ever-changing. My major project, i.e. T-shirt graphics, helped my designs reach the markets and also gave me an insight about hoe evey customer needs and wants a different things.
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Font family - Avenir
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa
Avenir - Black Oblique 30 pt Headings
Aa Avenir - Book 12 pt Body Copy
Background
C=0, M=0, Y=0, K=0
Bewakoof Yellow
C=0, M=94, Y=100, K=0
Bewakoof Black
C=73, M=67, Y=65, K=78
Font Colour
C=0, M=0, Y=0, K=100
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