Better Normal by Design (2021)

Message From The Executive Director

When we embarked on this project, our ambition was very clear.

1. Act as a beacon for Philippine MSMEs and shine our design light to white space opportunities that have opened up due to the profound changes in consumer behavior triggered by the pandemic.

2. Show how to use data to inform design strategies particularly in developing the consumer personas that will influence the market tomorrow and far into the future.

class with the objective of localizing the three global consumer personas into the Philippine setting through WGSN’s method of analyses and vision or math and magic.

Rhea Matute Executive Director Design Center of the Philippines

So together with the WGSN team, Design Center gathered 36 designers, creatives, and design-led entrepreneurs in a master-

Better Normal by Design shows how design anticipates the needs and requirements of these emerging lifestyles while being mindful of the consumer shift towards responsible consumerism. Guided by three design vanguards, we have developed c ollections that will resonate with the new consumer values, behaviors and priorities. More than merely new products, we have elevated them into solutions addressing the lifestyle and social changes we globally experience:

All throughout history, times of crisis has ushered a period when creativity has flourished that has taken us down paths of immense growth and opportunities. We offer Better Normal by Design to Philippine MSMEs to inspire them into action to rethink products, processes, including business plans and even reasons for existing to resonate with the future of business.

Better Normal by Design

In its pursuit of underlining the value of good design and empowering Filipino MSMEs facing great challenges today, the Design Center of the Philippines initiated the Better Normal by Design project in 2020. The project was composed of three phases, the Bespoke Futures Masterclass with WGSN in 2020, the design solutions development phase and the market launch of the results of the design development phase. All together, these initiatives sought to equip today’s growing upstarts with guidance on preparing for the future of consumer markets.

With this effort, the Design Center aimed to achieve three main objectives that aligned with its commitment to cultivating a culture that thrives in creativity, value creation, and innovation.

The foremost objective was to future-proof Philippine designers and MSMEs by nurturing their ability to integrate the principles of

consumer behavior analysis and prediction into the design and product development process. This was best cultivated through the design futures reporting and masterclass and workshop phases.

Second was to develop a confident lifestyle collection that will globally resonate in the post-COVID-19 world. This goal was also paired with the target of ushering a strong and sustainable statement on the unique Philippine design sensibility and artisanal influence.

And finally, to create awareness on the use of design as a strategic tool for resiliency. With the MSME sector itself finding even more value in design after facing constant challenges in today’s COVID-19-stricken economy, this target is especially important for sparking even more change in the Philippine design innovation ecosystem.

The Three Consumer Personas

The Settlers

How will you design for them?

The Stabilisers

The New Optimists

CONSUMER PERSONA

The Stabilisers

The Stabilisers – mainly Millennials and Gen X – are prioritising stability across all aspects of their lives, in reaction to desynchronisation and feelings of chronic uncertainty. They are starting to opt out of the cult of productivity and opt into a mindset of radical acceptance.

Time-pressed · Overwhelmed · Burnt out

Acceptance advocates · Self-improvers · Zen seekers

Uncertain · Optimisation-weary · Prioritising stability

The Stabilizer – mainly a Millennial or Gen X – is prioritizing stability over all aspects of his life, in reaction to desynchronization and feelings of chronic uncertainty. Burdened by the insecurity brought about by the pandemic and its effects, The Stabilizer seeks simplicity, minimalism, and calm design. The Stabilizer values quality, functionality, and heritage. He goes for simple, well-built solid pieces. He is an advocate of modular or convertible elements that are clean, and minimal. He is comforted by the emotive properties of retro pieces. Pops of mood boosting colors punctuate his pared-back calm, safe space. Time-pressed and overwhelmed, The Stabilizer appreciates the slow experience with pieces that were conceived for mental wellbeing, comfort, and relaxation. You will find him lounging on his sofa with his pet curled up with a book or tending to his plants.

Josef Crisanto Creative Director

The Stabilizers

Pandemic Relaxation Chair

Raw.tura

Tabletop Organizers

Pumice Unlimited Ventures

Corona Floor Lamp Industria Home VICO Manufacturing Corp

Sorbetes Bar Cart Philiana Design

Interchangeable Tray

Label X by EJ Pasia

Yoga Mat Sleeve

TWWA Tagolwanen Handwoven

Art Toys

Art Meets Craft

The Settlers

Desperate to redefine the global ‘hustle hard’ work cycle, The Settlers – typically comprising Millennials and Gen X – are looking to plant roots in their community without sacrificing their careers, and they are driving a new era of localism in the process.

Balanced · Supportive · Conscious

Career-driven · Urban expats · Hustlers

Community-invested · Localists · Environmentalists

Going against the grain in an effort to spark a meaningful change in their everyday lives, The Settlers are committed to achieving a balance in work, play, consumption, and impact.

Surmounting conditions brought about the pandemic— such as limited dining spaces and the move towards outdoor activities—are the main driving forces that cause The Settlers to consume and behave as they do. The collection made for this persona is built upon the current market trends of constant motion and sustainable options as both Gen Zs and Millennials continue to seek opportunities to move around and escape the city with their bicycles. Key pieces such as Haspe Design Studio’s Wall-Mounted Bike Rack and Junk Not’s Flat Pack Collection allow this persona to thrive. These options allow Settlers to support locally sourced products, reduce their environmental impact, connect with their communities, and work without losing the balance for play that they crave.

Jowee Alviar Creative Director

The Settlers

Picnic Hamper Prizmic & Brill

Wall Mounted Bike Rack Haspe Design Studio

Outdoor Bike Table for Two Design Development Industries Inc.

The Settlers Collection

Steering Wheel Table Haspe Design Studio

Large Upcycled Planters

Junk Not

Upcycled Stump Stool and Vase

Nature’s Legacy

Self Watering

Succulent Planter

Red Slab Pottery

Flat Pack Collection

Junk Not

The Settlers Collection

Pot Plant Cover

Anthill Fabric Gallery

Weighted Pillows

Knitting Expedition

The Settlers Collection

CONSUMER PERSONA

The New Optimists

By far the most varied cohort, The New Optimists range from Gen Z to Boomers, but despite the broad demographic, they have many unifiers –the largest being a vivacious appetite to embrace joy. The New Optimists

All ages · Activists · Hyper-connected

Adventurous · Joyous · Self-assured

Highly social · On the go · Pack mentality

The most enthusiastic persona emerging during this new normal is full of optimism and zest for life. Each day is approached with gratitude and this persona will tend to be the most willing to push the limit and take risks in order to celebrate life’s big and small wins. The collection made for the New Optimist is full of uplifting color which reflects the mood of this energetic group that doesn’t want to stay home. Maintaining friend groups is important to the New Optimists and as this courageous group continuous to have meet ups, it’s important to be prepared with protective gear and also be ready should they find themselves needing urgent care. It’s important to keep immunity high with self-care rituals that are uplifting while attempting to keep safe as they seize the day.

Carol De Leon Creative Director

The New Optimists

Unisex Kimono

Ethnique Ph

The New Optimists Collection

Indoor Slippers

Fashion Purveyor

The New Optimists Collection

The New Optimists Collection

Outdoor Shoes

Fashion Purveyor

Pandemic First Aid Kit

Fashion Purveyor

The New Optimists Collection

The New Optimists Collection

Bandana Sarong

The New Optimists Collection

Crystal Charging Station

Dorevi Industries Ph

Cornhole Game

Joelyn Furniture

The New Optimists Collection

The New Optimists Collection

Healing Oils and Crystals

META Wellness Ph

“Design creates culture. Culture shapes values. Values determine the future.”

Robert L. Peters

Creative Directors

The Stabilizers

The Settlers

The New Optimists

Designers

BeJack Design

Janine Beatrice S. Piguerra

Lemuel D. Abron

Reinna Kris C. Calo

Isabel Regina Z. Meriales

Pauline Kimberly D. Co

Patricia Mangulabnan

Carol De Leon ANGKAN

Jowee Alviar Team Manila Graphic Design Studio Inc.

Josef Crisanto

The Stabilizers

Raw.tura instagram.com/raw.tura rawtura.com

Pumice Unlimited Ventures facebook.com/pumiceunlimited pumiceunlimitedventures@gmail.com

Label X by EJ Pasia facebook.com/ejpasiafurniture ejpasia.com

Art Meets Craft Inc. facebook.com/artmeetscraft.ph amc-inc.ph

Industria Home VICO Manufacturing Corp facebook.com/industriaeditiongallery instagram.com/industriaeditiongallery

Philiana Design facebook.com/philianadesign philianadesign.com

TWWA Tagolwanen Handwoven facebook.com/TagolwanenWomenWeavers tagolwanenweavers.com/

The Settlers

Prizmic & Brill instagram.com/prizmicandbrill prizmicbrill.com

Haspe Design Studio instagram.com/haspe.design haspedesign.com

Anthill Fabric Gallery instagram.com/anthillfabric anthillfabrics.com

The New Optimists

Ethnique PH instagram.com/shop.ethnique shopethnique.com

Fashion Purveyor facebook.com/FashionPurveyor instagram.com/roweliza/

Dorevi Industries Ph facebook.com/doreviindustries

Junk Not instagram.com/junknot.ph junknot.ph

Nature’s Legacy instagram.com/natureslegacyinc natureslegacy.com

Red Slab Pottery instagram.com/redslabpottery redslabpottery.net

Design Development Industries Inc. facebook.com/DesignDevelopment IndustriesInc

ddidesigndevelopment.com

Knitting Expedition instagram.com/knittingexpedition knittingexpedition.com

META Wellness Ph instagram.com/metawellnessph

Joelyn Furniture joel.balbin@yahoo.com 0917 820 6115