Heer Mandalia Graduation Project Document Cohort 2014-2018
School of Visual Communication GRADUATION PROJECT
Project Title
: Pakcaging of Mashak
Sponsor
: Please See, Mumbai
Student Name
: Heer Mandalia
UID Id No.
: UA1418046
KU Id No.
: 20170301876
Batch : 2014-2018 Programme
: Visual Communication
Internal Guide
: Sunil Gupte
Year : 2018
UNITEDWORLD INSTITUTE OF DESIGN
The Evaluation Jury recommends
Communication, herewith, for the project titled
on fullling the further requirement by: Chairman: Name
Jury members
Associate Director
Comments
Signature
Organisation
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Heer Mandalia | Visual communication | 2018 | UID
Completion certificate
11th June 2018 To whom it may concern, Completion of Internship // Heer Mandalia This is to certify that Heer Mandalia, successfully and with excellence completed a 20 week (22nd January 2018 – 8th June 2018) internship as a Junior Creative Designer with Please See//. Please See// is a boutique creative agency based in Mumbai, offering clients complete branding and communication services. Heer was an enthusiastic learner and loved to take inspiration from outside the studio space. She is a talented photographer and works extremely well with the medium, and we liked the fact that that she bought that aspect into two of the projects she worked on. Heer is quick to grasp concepts and worked efficiently on any given brief. The internship involved: 1) -
Primary Project : Mashak by PortsideCafe Creating the visual design language for the new brand Mashak Collateral design Packaging design In-store display ideation Social media ideation and execution of posts for both brands
2) Secondary Projects: - Parle – part of the team for photo shoots. Execution of social media posts. - Foodhall – Visual merchandise design Heer has proven herself to be a smart, dedicated, creative and hard working individual. She has a strong aesthetic sense for frames, layouts and visual systems. She was a welcome addition to our office, and was well liked by everyone who interacted with her, we wish Heer her all the best in her future endeavors Warms Regards Pritha Thadani Co-Founder
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Copyright 2018 Student document publication meant for private circulation only All rights reserved. Visual communication Design, 2014-2018 Unitedworld Institute of Design, Gandhinagar, India. No part of this document will be reproduced or transmitted in any form or by any means including photocopying, xerography, photography, and videography recording without written permission from the publisher, Heer Mandalia and Unitedworld Institute of Design. All Illustration and photographs in this document are Copyright 2018 of the author, or respective people/organization wherever mentioned. Please note that the colour used in the design deliverables throughout the document may not be the correct colour due to difference in a printing process and pigment used for producing this document. Edited and Designed by Heer Mandalia email- Heermandalia@gmail.com Printed digitally in Ahmedabad, India. July 2018 8
Heer Mandalia | Visual communication | 2018 | UID
Originality statement I hereby grant the Unitedworld Institute of Design the right to archive and to make available my diploma project/ thesis/ dissertation in whole or in part in the institutes’s knowledge management center in all forms of media, now or hereafter known, subject to the provisions of the copyright act. I have either used no substantial portion of copyright material in my document or I have obtained permission to use copyright material. student name in full: Signature: Date : 9
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Acknowledgment This document is compilation of my learning and understanding of Design of past four years at Unitedworld Institute of Design. I would like to thank the institute for the infrastructure and the facilities which they provided. I would like to acknowledge Please see, Mumbai to give me an opportunity to intern with them. I am grateful to meet very talented people who enhanced my experience. Keeping that in mind I would like to thank Tripat kang, who bear with all my mental block and always pushed me to create better things. Pritha Sahai, who always gave a better direction and insights for my project, Karno Guhathakurta and Khushboo Gandhi to give bits of wisdom here and there, Latika Shamra who provided with all information that I needed on my project, Vaibhav Bansal and Himanshu Chilbulkar who always made a boring day into fun times, and to rest of team at Please See who made this an experiance worth cherishing.
Want to convey my thanks to vendors who helped to execute the samples, Kishorji from Majestic printers and Saurabh from Oswald gifting shop. They also guided me with right material choices.
I am also grateful to my project guide Sunil Gupte who believed in my project and helped me to understand different angles of the project, who supported and guided me throughout. Also want to thank Titu milli and Lolita Dutta who helped me in various way to complete my project. Also like to thank all other faculty and visiting faculty at Unitedworld institute of Design who helped in building and shaping the designer in me in this past years. All of this could have never been possible with the constant support of my family, from bearing my tantrums and believing in me all throughout my journey. I would specially thank my mother who stood up all nights to give me company and making endless cups of tea and being there all the time. Last but not the least to my batch mates who always stood there in thick and thin, Kuldeep Beniwal, Tonmoy Rajkhowa, palash chauhan, Surbhi Mehta, Archana Das, Shreya Patwa, Siddhant Khilauria, Stuti Bhatt, Subhadip Paul, for always being supportive and having all the conversation.
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Contents About Project UID Guide Sponsor Timeline The birth of mashak About PortsideCafe and their collection How they initiated Mashak Creating first collection- stepwell How it all came alive Mashak gets its own identity And its ready!
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The need to have it’s individual identity 38 Why Mashak needs its individual identity? Understanding the target audiance user persona When I met mashak When I saw Mashak ( Brief and Deliverables) Initial thoughts Why do we need packaging?
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Where mashak stands in market
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Understanding packaging of lifestyle products Field research at Cord Obataimu Nappa Dori Nicobar What I liked Conclusion
The need to be above brown Mashak through a wider lens Setting up the mood Exploring material (conventional & Unconventional) Going in wild for search of material Elimination method And Mashak goes blue
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Shaping mashak Thinking of shape (refrence) Building the shape Getting an overview From digital screen to sampling There it it! (sampling is ready) Its not happening
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Its more than a shape A tale to tell Re- looking at collaterals
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Re-shaping mashak How to get Mashak a better shape Re- looking at all deliverable Testing bag samples It was a win! Tesing other samples Re-looking at Tags and Giftcard Final Designs
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Details matter Font selection Communication of Brand Refining Animals The Finale (all deliverables)
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More than packaging Next step (social media starategy) Shooting Setting social media templates
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Conclusion
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Synopsis PortsideCafe a furniture studio based in Delhi, which aims to make stand-alone furniture pieces. Bobby Agrawal started his venture in 2007 and opened PoersideCafe. His medium was leather and he has experimented in all ways with his medium. He is a creative person himself and wants his brand to stand out and loves to experiment with it. When wanted to experiment more and start a new business which sells lifestyle products. He started Mashak 2015 and came up with the first collection inspired by the toorji ka jhalra stepwell, Jodhpur. Now he wanted to launch his brand in the market and build its own identity.
Please see, a boutique design agency based in Mumbai sponsored my graduation project. It involved understanding and developing packaging for Mashak. My project started with understanding the parent brand, PortsideCafe. And researching the scope, audience and their competitors in the market. From searching for materials to form of the products and till actual sampling it was a journey of exploring different aspects of designing. It involved more off-screen work, to go and meet vendor to know that thoughts can be converted into a physical sample. From understanding the client, how money affects the project, to explore a new aspect of designing, It was a full packaged project which let me explore a lot more than just making artwork. I realised how communicating your thoughts were as important as designing. These four months experience enhanced my skills and understanding as a designer.
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About UID Among the top design institutes in India, Unitedworld Institute of Design (UID) is a rarity. Founded with the aim to outclass the top design colleges in India with its state of the art labs and hands-on creative learning, it seeks to create trendsetters and ideators who’ll lead the future of design schools in India. UID stands apart from B. Design colleges in India in exposure it offers to students which are unmatched by top design colleges in India. Precisely why its popularity grew among design institutes in India in a short span of time.
UID is a design institute with problemsolving capabilities, depths of intellect and a time tested creative education culture in promoting design competencies and setting standards of design education. The rigorous development of the designer’s skills and knowledge through a process of ‘hands-on, mind on” is what makes the difference UID’s course on Visual Communication educates students to produce creative solutions to meet the visual communication needs of the society. It helps students to become problem solvers and develop effective visual products. Students are equipped with technical and conceptual skills to articulate and express ideas, think conceptually, conduct research and critically evaluate the process.
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About Guide Sunil Gupte has two decades of experience working as a graphic designer, 3d Animator and design educator. He studied Visual Communication (Graphics) from NID at Ahmadabad. He has conducted several seminars and workshops for prestigious design institutes and organizations like The Times of India, IIGJ and others. He was full time faculty with PEARL (Mumbai) and SRISHTI (Bangalore).
He helped me a lot in the duration of my graduation project. He gave me a new direction and perspective toward my project. Also guided me for my documentation with understanding the project structure and layout.
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About Sponsor Please See, a design agency was born in 2011 It was founded above 35000 ft from land when Avinash Thadani bought URL www.please-see.com. It was the time when Pritha Sahai, co-founder and Avinash decided to come back to their country after serving for almost a decade in west. They started please see, in Delhi. Cut to today after 7 years, worked on 150+ brands, launched 37 brands across 7 countries. They have a team of 40+ members striving to make would better with their design. They shifted their office in Fort, Mumbai. My four month internship with their team was not just a mere internship. It was a roller coaster of making mistakes, learning and growing to be a better designer. With the work environment of 50 people working together and new things running in every corner it is an experience that I will always cherish.
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Timeline
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When I met Mashak
Where Mashak stands in market
March
The need to have its individual identity
February
The birth of Mashak
The need to be above brown
Its more than a shape
Re-shaping Mashak
Detail matters
More than packaging
May
Shaping Mashak
April
o be wn
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THE BIRTH OF MASHAK
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About PortsideCafe and their collection How they initiated Mashak Creating first collection- stepwell How it all came alive Mashak gets its own identity And its ready!
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Portside cafe, a furniture store, established in 2007 by Bobby Agrawal. Bobby Aggarwal quit a career in advertising, manufacturing and designing footwear and organising concerts in his younger days to crafting bigger, more exciting things – furniture. He named the brand after the port town of Mumbai, where he first worked with leather and combined it with the unfulfilled dream of owning café. When he started out his career in furniture design, his aim was to create something which stand out. PortsideCafé aims to make a statement with its individual pieces of furniture, rather than taking over an entire space with same style. Bobby’s love for leather and all it’s natural marks and blemishes add individual character to each piece of furniture he makes. He prides himself on achieving that weathered, “brought down from the attic” look that he has so distinctly managed to encapsulate in all his pieces.
The most distinct feature about Bobby’s design is that although “inspired, it can never be categorised as belonging to a certain style or period.” His sensibility shines through everything he designs, making almost everyone that walks into his shop smile. Each of its handcrafted and hand finished pieces are a testament to PortsideCafé founder and designer Bobby Aggarwal’s idea of exquisite craftsmanship melded with novel design. The hand stained leather, metal finishing, unique stitching and vibrant colours all come together to evoke an elegant & luxurious, yet strangely easygoing sense of boheme aesthetic.
“The primary vision of PortsideCafé is to add zest to your home with the inclusion of standalone pieces” 27
The birth of Mashak
PortsideCafè’s Inspiration and collection PortsideCafe has developed more than 10 collections is past 11 years. He keeps adding more collection when he finds new inspiration around him. He takes inspiration from old cities, popular cinema and cultural elements. He is currently selling pieces from eleven collections which he has created over years, he also has an export business which is spread over 10 countries including Italy, United Kingdom, India, France and the United States. The product line is produced entirely indigenously and reputed worldwide (especially in Western Europe & North America) for its global manufacturing standards. PortsideCafe has retail outlets in Delhi, Bengaluru and Jodhpur.
Bali Maran Collection Draws its inspiration from the romanticism of the Mughal Era.
Dak Bangla Collection Stylized with memories of the postal rest houses and the bygone Dak routes.
Hughes Road Collection Taking it’s cue from the many zebra crossing along Hughes Road in Bombay.
Cement series Inspired by the rawness and rigid nature of cement.
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Mixed Metaphor Collection The Mixed Metaphor Collection combines classic design with modern.
Rose Series Inspired from the cascading colours of the Char Baghs of Kashmira
Warp ‘n’ Weft Collection Intricately woven leather and cane are used to create simple & unique pieces.
Carousel Series Inspired from blades of a turbine engine and shape of paper concertinas
Yacht Club Collection Takes its cue from the vintage cars & boats seen at the Bombay Yacht Club.
Barn House Collection Inspired by barn houses, usesa leather and fabric to bring its pieces together.
Retro Collection Inspired by era where designs were clean and the music was cool
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The birth of Mashak
And how PortsideCafè initiated Mashak Bobby Agrawal in building PortsideCafe has always experimented with new materials while creating his collections. While he was building his Barn House Collection, he came across canvas and loved how it is hard wearing, versatile, uncomplicated and is also quite masculine, which is like a lot of his PortsideCafe brand furniture. For a long time Bobby wanted to expand his furniture studio and introduce more line of products. He thought lifestyle design would be a great option and with less competition in Indian market for lifestyle brands, PortsideCafe could easily make up a mark in this industry. Around this time, Bobby was also offered a space in a new shopping complex in Jodhpur that has come about as part of the stepwell revival project. He ended up getting a small shop there which was a perfect place to start his new venture.
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Its all in the name Mashak is a leather bag used extensively to transport water by Bhishtis (water carriers) till as late as the ‘60s in Chandni chowk and other cities across north India. Historically, a man would fill it with drinking water and carry it across his shoulders to help quench the thirst of weary travellers and soldiers. Hence, we thought it was appropriate to name this brand Mashak as it was envisioned for wanderers and globetrotters.
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The birth of Mashak
Creating the first collectionStepwell collection Mashak is a leather bag used extensively to transport water by Bhishtis (water carriers) till as late as the ‘60s in Chandni chowk and other cities across north India. Historically, a man would fill it with drinking water and carry it across his shoulders to help quench the thirst of weary travellers and soldiers. Hence, we thought it was appropriate to name this brand Mashak as it was envisioned for wanderers and globetrotters. After taking a trip to Jodhpur, where Bobby was exploring the idea of opening a store with Raas hotel brought PortsideCafe’s team to Toorji Ka Jhalra, a stunning 18thcentury stepwell. It was built by a Queen, Maharaja Abhay Singh’s Consort, continuing an age old tradition that Royal women would build public water works.
The whole area around the Toorji Ka Jhalra step well has undergone a bit of urban regeneration recently, under the auspices of a project called JDH, with vibrant shops, restaurants, hotels and cafes. The water is pretty clean as there’s plenty of fish swimming around the tank, who of course get regularly fed by the locals. The history and the architecture behind this stepwell captiaved their imagination, thus began their journey to convert it into a print. As a tribute to Rajasthan, they added motifs of the black buck, peacock and langoor which are native to desert state.
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How it all came alive Extensive research and development were undertaken to do justice to this inspiration. After the preliminary stage, PortsideCafe started with the materials. The texture of canvas, leather and webbing straps were the initial ingredients. Then, came the sketches, pattern and size. Finally after a lot of ideating, trial and error, sampling and numerous surveys, the first definitive collection was born. At the same time, we were working with varied colours, which we thought were very important and eventually became intrinsic to the line. The main challenge for them was to keep up with with the fast changing preferences of young consumers. So, they chose colours like grey, khaki, and navy blue canvas with grey, dark brown and tan leathers to feature in their range of products. And to add more life they decided to add vibrant orange printed lining which has all the hallmark of other PortsideCafe products.
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The birth of Mashak
Stepwell print, created by Bobby and team, printed and used in lining for Mashak’s first collection.
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Ristretto Pro (modified)
Open Sans- regular
Mashak got its own identity After research and development of products, the only thing it needed was the identity to go on it. They also wanted to show that it belongs to PortsideCafe, that is why they added PortsideCafe in its logo. They kept it simple with just typography but did not miss to add some modern feel with the condensed font. They have reformed Ristretto Pro and used for Mashak. For PortsideCafe Open Sans- regular is used, which is more mature font the same as the brand value of PortsideCafe.
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The birth of Mashak
And its ready!
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The birth of Mashak
THE NEED TO HAVE IT’S INDIVIDUAL IDENTITY
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Why Mashak needs its individual identity? Understanding the target audiance, user persona.
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Why Mashak needed its individual identity? As alot of PortsideCafe collections consists of accessory products, but when they wanted to launch Mashak they decided to open a new BRAND instead of just a new collection in PortsideCafe catalogue. So why did Mashak got its individual identity? Why was there a need of different packaging? Why did it need to communicate differently than PortsideCafe?
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What is different between two brands?
A furniture brand who aims to make pieces which can stand out PortsideCafe has a peculiar style to which very less type of audience can relate Also looking at the monetary value of their products it can be acquired by only upper class of society The target audience vary from age of 40-70 User are established professionals and have a routine lifestyle
It is a lifestyle brand, which sells everyday things with a fashionable appearance For Mashak they want their products which can relate to wider class of audience They also have kept their products less expensive as compared to its parent brand, which makes it more accessible The audience here is Young, 18-40 Users are young, high spirited and wanting to explore new things in life
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The need to have it’s idividual identity
Who will use Mashak’s product?
Basic Information Age: 22 Gender: Female Occupation: Engineering Student Relationship: Single Location: Ahmedabad, Gujurat
About
Goals
Chandni is a engineering student, completed her graduation. Aspiring to study for masters in United States. She is always presentable and ready to do new things. She is curious and loves to explore the unexplored.
She loves to study, and wants to gain as much knowledge as she wants. She wants to explore new places and new cultures around the globe Pain points To network with people and establish more contacts in her surroundings.
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Basic Information Age: 35 Gender: Female Occupation: Lifestyle blogger, Copywriter Relationship: Single Location: Mumbai, Maharastra
About
Goals
Purva is a copywriter and by the weekend she is a lifestyle blogger. She writes about food and had immense knowledge about differnt delicasi. She also writes about new places, experiance that she encounters around Bombay. Also a travel enthusiast takes 2-3 trips a year.
She wants to experiance, find new things and write about it. She also loves writing about food and want to try differnt food from around the globe. Pain points Not getting proper results for effort that she puts in.
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The need to have it’s idividual identity
WHEN I MET MASHAK
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When I saw Mashak ( Brief and Deliverables) Initial thoughts Why do we need packaging?
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When I saw Mashak When I first read the brief of this project in February 2018, by the time Mashak was live and was sold in all three of their store which is in Jodhpur, Delhi and Bangalore. Bobby wanted it to refine more, he wanted to have more fun with the brand and give it a shape, a tale that people could connect to.
Initial thoughts
Brief The brief I received was quite open ended, they wanted to introduce more colour and fun prints but also not forgetting functionality and looks cool at the same time. They also wanted to promote sustainability in packaging aspect to make their users more aware.
To start with, the initial flood of ideas started with how will I make it “look cool�. But also wanted to understand the functional aspect of packaging.
Deliverables Talking about deliverables they were expecting: Packaging- which includes 2 sizes of carry bag, product tags, gift card, envelope, wrapping paper, cloth tag, Brand Story- the voice and ideology of brand which could be used on packaging collaterals, in store, or Mashak’s social media presence. Visual Language- how the visual feel of the brand could be based on the story and target audience.
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I was still trying to understand the brand and their views. To put my thoughts together I started with a mind map, which quite helped to overlook the brand.
In conversation with Pritha Sahai Creative director, please see I know this brand from scratch, I am your encyclopedia for PortsideCafe. Bobby is a great guy who is open to all type of experiments, give him something cool and he will be on board. This is a blank slate and chalk is yours, paint it!
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When I met Mashak
Why do we need packaging? The question that why is it important, and how it adds functional value to it? Does it add more than functionality, in terms of brand value? Packaging is the activity of designing and producing the container or wrapper for the product. It must perform all the basic function such as protection, ease of handling and storage, convenience in usage and should not be deceptive and convey any deceptive message. It is the best method for attracting the consumers for buying the products. It is an important and effective sales tool for encouraging the consumers for buying. It is a powerful medium for sales promotion.
Functionality Physical protection: The packaging is also used for physical protection, which includes internal product protection and reducing shock damage. Also to save from interaction from water, gases, fumes and insects. Convenience Packaging provides convenience in the carriage of the product from one place to another, in stocking and in consuming. Visual appearance Make your brand stand out There are thousands of products on the market competing for your customers’ attention. To succeed, your brand packaging has to stand out from your competitors. Marketing Tool Your product’s packaging can be a helpful marketing tool through in-store advertising. Branded products are easily recognized, which helps consumers remember your product. Brand Recognition Take a moment to think about some of your favourite brands. They all have one thing in common: they are memorable. A unique thing that leaves a trace of brand on you.
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“Packaging can be theater, it can create a story� -Jonathan Ive, Cheif Designer, Apple
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When I met Mashak
WHERE MASHAK STANDS IN MARKET
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Understanding packaging of lifestyle products Field research at Cord Obataimu Nappa Dori Nicobar What I liked Conclusion
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Understand packaging of lifestyle products What are kinds of packaging that a lifestyle store gives? What do they say about them? What they communicate as a brand? What materials are used? How is their ideology coming through? Is there anything extra that adds to their product? How does their store look? Do they give the same feel as they communicate of a brand? These were the questions I had in mind when I stepped out for research what other lifestyle brands do. And visited few lifestyle stores in Mumbai, including Cord, Nappa Dori, Obataimu and Nicobar.
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Where Mashak stand in market
Cord About Was established with an ideology to discard conventional design mandates depicting stories of craftsmanship, the beauty of authenticity and charm of nostalgia. It is the linking force that bridges the gap between the past and the present. A complete mix of contemporary clothing and handcrafted leather goods designed with a focus on interaction with body and durability offers a lifestyle that does not only look restored but feels relevant. Observation As soon as you enter the store, you will get a homely feeling. The display is subtle and not too much in the eye. When it comes to signage and label they have minimal tags, you can only read them when you get closer. With the compilation of other decor objects, they have enhanced the products. They also tell a story of their brand or products in different ways ie., on tags of product, on a wall of the store, or a write up with the collection. For packaging, they have boxes (2 sizes), carry bags (3 sizes) and duster bags(1size). duster bags are mostly given for leather products so that they don’t catch dust.
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Where Mashak stand in market
Obataimu About In keeping with the Takumi tradition in Japan, our production process is designed around the ‘passing on of knowledge.’ Skills are taught by masters to our tailors, who are learning to be cutters, pattern makers, and eventually designers through practical learning and imaginative workshops on site at our boutique in Bombay where everything is produced live, like an open kitchen. Core to our model of production and design is to yield upward mobility for our artisans through education Observation A small cosy store, as you enter they have a jug of water which makes you feel at home. Also, you can see their workshop, which adds to their ideology In term of display, they have a limited number of products placed around the store. With objects like body wash, wallet they have price tags placed on the display and not on tags with products, whereas clothes had tags on them. In terms of packaging, they have a one sized cloth bag for everything. Expanding design language on different collaterals
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Where Mashak stand in market
Nappa Dori About Nappa Dori is a tribute to quintessential Indian sensibilities, blended perfectly with contemporary interpretations in design, material and craftsmanship. The Indian love story aspired everyone to the nostalgia, mysticism and romance of the historic landmarks and vibrant culture. Every handcrafted piece of Nappa Dori accessories or luggage is an expression of fine individuality and makes a distinct statement that whispers elegance. Observation A two storey store, with the display on the 1st floor and cafe dori on second. For tags, they have used same tags but placed differently with products The display is object heavy display with all the objects placed on them. They have dived their products into 3 section, stationery, bags, trunks. -For the decor, they usually use small plants to add a freshness. For stationery they have a different packaging ie. for scissors, paperweight they have boxed packaging, for measure tape, with stationery they have paper envelops(3 sizes) Using in house products to highlight smaller products
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Where Mashak stand in market
Nicobar About Nicobar is so much more than just fabric and thread. At Nicobar culture and commerce intersect. We are inspired by our namesake paradise, and we’re keeping that tropical mindset all year round, soaking it into a lifestyle tailor-made for the contemporary Indian. Our story begins at Good Earth, and at the crossroads of craft and community. Two decades later the time is ripe for the birth of a new brand: Nicobar. In Nicobar you will find a contemporary collection that is fresh, aspirational, curious about the world. Observation As you enter the store, you eyes will the everywhere they have a display heavy store. Their tags tell the story of how their brand is inspired by the lunar cycle. They have smartly used the line of products and composed to tell a story. Also, have a small write up for the product description or the collection description.
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Where Mashak stand in market
What I liked Packaging Label for box package, I like how minimal and effective it is, the concept that they are handcrafted is clearly coming across. Tags have an illustration of tools used and the other side has a story inspiration of the product. Inspiration and stories to their product, or why the collection is made, or insights of product we can use that to add a personal touch to the product. The graphics on the packaging for small stationery objects creates the whole feel of brand. With the brand story of Mashak we can work and create a graphic language which represents the brand Innovative placement of putting price tags
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Where Mashak stand in market
What I liked Display Here they have used small tags on the display, you can only read when you are near to the object and with this size we can keep on experimenting. Description of collection small descriptive note can be put up near the collection with the display so that customers can know about it. Not only the products but also the decor of display adds to the experience of any customer to create a decor in a way that it compliments the products and also can use to grab attention toward a particular object. It can also be used to tell a story, can create a theme Use of in house other products to create a display for smaller object also the use of a table lamp to highlight the object.
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Where Mashak stand in market
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This research of going out looking at brands, their ambience also the look and feel of their products and packaging really helped me to understand packaging better. I got to know more about what they keep in mind while designing the packaging of a lifestyle brand.
Heer Mandalia | Visual communication | 2018 | UID
In conversation with Latika Sharma Account Manager, please seeSo the challenge is to find a way to differentiate ourselves visually, even though our product and target market is very similar. I definitely agree that the decor (display) for display is very important, and something in which we can add value for them. As far as packaging goes, I think the obvious option is to go the brown box/paper bag way. And while it looks great, we did the same for PSC 6 years ago, we are very keen we give them a reusable/sustainable option. You know how sometimes you love the packaging almost as much as the product, it would be great if we could get that feeling here.
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Where Mashak stand in market
THE NEED TO BE ABOVE BROWN
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Mashak through a wider lens Setting up the mood Exploring material (conventional & Unconventional) Going wild for search of material Elimination method And Mashak goes blue
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Mashak- through a wider lens When I started, I wanted to look at the brand from a wider perspective. So to start with I put down a mind map.
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From mapping down, I got a idea of how I could start with Mashak.
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The need to be above brown
Setting up the mood Next step I took was to think about the look, feel and mood of the brand
White clean Fluid Brown Elegant Raw
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Cyan Playful Structured Brown Texture Smart Young
The need to be above brown
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Exploring material I started exploring materials which is one of the most crucial part when it comes to packaging. I wanted to move away from paper and create something which can be used more than once. Things that I kept in mind while looking for materials Will the material be able to hold the weight? Will it be sturdy enough? How can it be sustainable? Will it be re-usable material?
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Initial options Initial material options that I thought about were quite conventional and based on a neutral pallet, which could be used as a main structure Muslin Jute Canvas Other material that could compliment the primary material could be Leather Cork Wood
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The need to be above brown
Conventional Material Options
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Jute, Primary material. easily available, sturdy, bulky
Muslin, Primary material. easily available, soft, weak
Canvas, Primary material easily available, sturdy, thick, heavy
Leather, Secondary material easily available, thick, heavy
Cork, Secondary material not easily available, fragile, thick
Leather, Secondary material easily available, heavy, hefty
Heer Mandalia | Visual communication | 2018 | UID
Looking at the unconventional side I started to think about materials rather on the unconventional side. What kind of material use can add value to packaging? The material before are conventional and one thing that they lack is, colour. Looking at Mashak and its collection, we can find only earthy tones, adding colour will add more life to it. Which will help the brand stand out as well as connect to our target audience ie. youth. When I started to re look at the materials 2 things I kept in mind was sustainable and colour.
“Material selection in packaging is as important as form�
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The need to be above brown
Unconventional Material Options
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Felt, Primary material. easily available, soft, sturdy
Tarpaulin, Primary material. easily available, sturdy, light weighted
Hemp, Primary material not easily available, sturdy, thick
Flax, Secondary material not easily available, soft, strong
Malai, Secondary material not easily available, fragile, thick
PVC Mesh Secondary material easily available,
Heer Mandalia | Visual communication | 2018 | UID
Going in the wild for search of material Looking up for material on Internet and feeling it with has a huge difference. So I went out in the cloth market in Crawford, Mumbai. Taking a look at material there I released that availability of sustainable material in market is quite low. I was not able to find most of the materials. Though I managed to find Tarpaulin, Jute and Felt.
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The need to be above brown
Elimination method After looking at a wider view and scope of material, their strengths, weakness and availability. It was time to eliminate options to take a direction for further collaterals. Deciding material was a very crucial point in this project. As other collaterals and story of brand will be formed around it. Elimination of options was based on their availability of options, cost, feasibility. Material like Malai, Hemp, Cork, Flax was quite expensive and difficult to source. Whereas material like PVC mesh was not feasible. Felt could have worked but the material was quite thick and wasn’t adding and fluidity to brand. Canvas was also a major option, but as the whole Mashak collection is based on canvas. And if we would give away in canvas bag it would cost much as a product and the product wouldn’t stand out. Options that I wanted to take forward were Tarpaulin for primary use. Leather for secondary use.
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Is tarp really feasible? Characteristic A tarpaulin or tarp is a large sheet of strong, flexible, water-resistant or waterproof material, made of plastics such as polyethene. But there is tarp made from 60% of recycled plastic. Plus plastic makes it’s 100% recyclable. Uses In city it is mostly used as a shelter outside shops, houses or to cover terrace for avoiding leakage. Other than that it is used to make tents for refugees. Other than that it is used in household to cover sofas, bikes etc from rainfalls. Also used to boost production in greenhouse.
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The need to be above brown
And Mashak goes blue After observing and testing material, and also talking to a few vendors about the chances to make a bag out of Tarp. We took tarpaulin to be the primary material for Mashak. For complimenting Tarp, we took leather as a secondary material. For the reason being that it is very easily available to Bobby in his factory as leather is primary material for PortsideCafe. Tarpaulin is available in various colours like black, blue, red, yellow and almost every basic colour on the pallet. I went ahead with blue tarp because it all ties back to that story that Mashak was originally a water carrier and colour blue represents water. hence, Mashak goes blue.
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The need to be above brown
SHAPING MASHAK
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Thinking of shape (refrence) Building the shape Getting an overview From digital screen to sampling There it it! (sampling is ready) Its not happening
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Thinking of the shape And now the designing part begins. With the excitement of working on a totally different project and also with a very unconventional material, I jumped on to designing and shaping the bag. Also thinking of how to use tarp on other collaterals.
Ideation for carry bag
Starting with Ideation for the form and executions for the designs. I started collecting references for what was in mind. Can add a small leather piece to get an extra touch
A carry bag which can be used bag pack adding a multi purpose use to it. here we can change material according to our cost. The customer can reuse and remember the brand.
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Can create a stepwell pattern as a tag on cloth bag
The details are something that i loved, we can add leather patch to mashak bag
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Shaping Mashak
Ideation for paper tags
We can add a small leather piece with mashak logo
A graphic language can be designed for Mashak or for stepwell collection
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We can add a story of the product as bobby has a lot of stories and inspiration behind his products, which also gives personal touch
Looking at unique shape option
Ideation for cloth tags
I really liked the material and the type on it, adds an high end touch to it.
We can write a message inside ‘specially made for you’ or something around this to give personal message.
Or simply print inside of the t-shirt with witty copy line
I like how creative name of collection is and it is dedicated to someone
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Shaping Mashak
Ideation for everything else
How can the brand story come on packaging, it can be inside, outside or both. And how we communicate it efficiently We can make a potli, for leather hand bands, materials like leather or cloth can use used here
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We can use step well pattern or create a new step well pattern to use on tags and may be on overall identity
We can use paper bag for small items like leather hand band, I liked the button here, can definitely implement it
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Shaping Mashak
Building the shape After looking at the mood boarding, mind mapping, ideation, materials, now was the time to put pen to paper. Things to keep in mind But how should the shape be? When we are using a sustainable material to make packaging, why not take a step ahead and made is reusable? Sometimes we use the packaging more than just taking it home? Why not make in such a way that it can be reused as a laundry bag or a grocery bag, or take lunch every day in it?
“Design a bag that is so good that people will automatically REUSE it�
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Sketches for Bag
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Shaping Mashak
Sketches for Tags
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Sketches for Tags
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Shaping Mashak
Large carry bag
Products which can go inside large packaging bag.
PORTSIDECAFE
This is the simple version of the bag, with 2 strap on each side. 96
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PORTSIDECAFE
Here, only one strap is used which saves the material usage and to make the process of packaging simple I have added a button to the strap
PORTSIDECAFE
A stylized version of one strap bag.
Keeping the reusable concept in mind, this bag can also be used as a shoulder bag. 97
Shaping Mashak
Small carry bag
Products which can go inside s mall carry bag, also journals and t-shirt will go in this size
PORTSIDECAF
E
For the smaller size of bag, We can add a sling like strap which add the re-usable factor. 98
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PORTSIDECAF
E
A usual carry bag with small strap,
Envelope
Products which can go inside envelope.
PORTSIDECAFE
PORTSI
D
ECAF
E
Envelope made from brown paper
Envelope made from news paper
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Shaping Mashak
Paper Tags Trying shapes inspired from stepwell
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Shaping Mashak
More Paper Tags Trying more conventional shapes
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Gift Card Making different giftcard for different collections
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Shaping Mashak
Cloth Tags For tag inside t-shirt
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Getting an overview Now it was time to look at all options and to get down to one set of option. For bags, we chose to go with a simpler option after talking to a vendor about actually executing. With tags, as mentioned above we wanted to keep the cost as low as possible we went ahead with a rectangular option, cutting the cost of making a die for others. With envelope brown paper was finalized as it goes with the whole theme and making it with newspaper was a task as only selected parts could be used.
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Shaping Mashak
From digital screen to sampling
Final set for sampling
The next step was to see if the ideas on screen actually are feasible. With packaging sampling is a major part, to see the mechanism that is in your head is actually possible or not. The final collateral were sent out for sampling. The part that I was most worried was the bags, making bags out of tarp is quite unusual but the vendor I worked with got quite enthusiastic to work on a usual project like this. Other samples were paper based so were easily made.
PORTSIDECAFE
PORTSIDECAF
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E
PORTSIDECAFE
PORTSI
D
ECAF
E
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Shaping Mashak
And there it is The next step was to see if the ideas on screen actually are feasible. With packaging sampling is a major part, to see the mechanism that is in your head is actually possible or not. The final collateral was sent out for sampling. The part that I was most worried about was the bags, making bags out of tarp is quite unusual but the vendor I worked with got quite enthusiastic to work on an unusual project like this. Other samples were paper based so were easily made. After the sampling of the bags, the blue of tarp was quite in the eye, It wasn’t looking as expected so we tried turning around onto silver side which looked way better than the blue one. Also, the blue on the inside added an aesthetic value to the design. So we thought to stick with grey outside and blue inside.
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Shaping Mashak
It’s not happening! Looking at the feasibility of the collaterals, it was happening. The bag samples did not turn out to be as expected but there was a scope of improvement. But looking at the ergonomics, the large bags were not at all right, the vertical length did not work out at all. The small bag was alright but wasn’t really something that I would really want to carry around. The size of tags seemed to work, but the tarp piece seemed of no use at all, It would not relate to the story until you see the carry bags. So we thought to eliminate it. With envelope, Mashak’s team suggested using the muslin bag which they already produce in their factory. Which initially I was not sure about but then looking back at how it adds value to the reusable concept that we wanted to come through I agreed to it.
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More than the visual look of the collaterals, the story of brand was nowhere. There was no voice of the brand. It was not communicating anything to the audience. Now was the time, to pause and look at the brand with some fresh perspective. It was time that it communicates a story. So what is the story of Mashak?
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ITS MORE THAN A SHAPE
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A tale to tell Re- looking at collaterals
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A tale to tell Mashak was not born out of a story, but it had bits and pieces. It was more about connecting dots and forming the story. Keywords from mind map -Sustainable -Preservation -Water -Doer -Playful -Motion Inspired by the water carriers of north Indian, essentially carrying water from one place to another people who were on the go, “the doers” So Mashak being a brand inspired by north Indian water carriers because they are the people who were on the go, “the doers” So what do these doers do, in today’s world? people who are getting on with life and are trendy without thinking about or spending too much time on it. They see something, they like it, they use it. It’s that simple.
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“Mashak is for ordinary people, doing ordinary things in an unusual fashion”
Re looking at the collaterals I broke down the information for each collateral and what can be the voice of brand on each collateral
Large carry bag Usage by Mashak: used for the bigger products (travel canvas bags etc) or when people buy multiple products. The form that could work for this purpose would be of a large tote. Also to change the look of the bag Usage by Customer: After having looked at usage by other brands like Lululemon and Gap a bag of this size would be used as an everyday bag to toss in a laptop and other belongings, travel extras. Branding on Bag: Mashak logo + Brand verbal language. The communication here needs to be bold but not intrusive. We are movers, thinkers, travelLers, creators, doers. Doing Things and looking great while we do. Or if we tweak what we already have Mashak is you, who armed with this bag of tricks is ready to take the world on, crossing its mountains and parting its seas. To you we say, carry on.
Small carry bag Usage by Mashak: This bag will be used for the smaller products (journals, albums, toilet bags). The form that could work for this purpose would be of a structured bag with rounded edges. Usage by Customer: A bag of this size would be used as a lunch bag or everyday carry bag for smaller objects. Branding on Bag: Mashak logo + Brand verbal language similar to the bigger bag. The communication here can be the same or an extension of the same language. Can bring out a visual element which can represent the brand
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It is more than a shape
Pouch
Paper Tags
Usage by Mashak: This bag will be used for the smallest products (leather bracelets etc). Usage by Customer: A bag of this size would be used as a bag to store trinkets, to use as a gift bag for other presents or as a dust bag for watches etc. Branding on Bag: This bag can always have a print of the latest collection (currently stepwell) It could be fun to extend this bag with the different collections that are to come with changing patterns and colours. We could also drop in a small card or print on the inside of the pouch a line/inspiration about/behind the current collection.
We have broken this down into 4 layers Tag 1 Top Side: Mashak logo Bottom Side: Brand Philosophy- What is Mashak? Short, straightforward and bold messaging.
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Tag 2 Top Side: Collection name, inspiration and pattern or motif Bottom Side: Very functional with name of product/ category/ code/ colour/ price. (There maybe a barcode sticker as well) Clothes Tag Information on tag This needs to be very functional but strong in brand language mashak logo materials used washing instructions website Made in India One line of inspiration that brings back the brand philosophy eg. Now go do something with your heart in it! or Do, something great today.
Wraping Paper This could be executed in two ways: pattern using the mashak logo and mashak fish typographic with the mashak manifesto
Giftcard Lets try to think beyond paper for an option. Also, can develop a photography style for gift card. And adding a fun line like You must be doing something right.
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RE-SHAPING MASHAK
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How to get Mashak a better shape Re- looking at all deliverable Testing bag samples It was a win! Tesing other samples Re-looking at Tags and Giftcard Final Designs
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It is more than a shape
How to get Mashak a better shape For the bag, I started exploring new shapes, with minimal and subtle changes.
PORTSIDECAFE PORTSIDECAFE
PORTSIDECAFE
PORTSIDECAFE
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PORTSIDECAFE
PORTSIDECAFE
PORTSIDECAFE
PORTSIDECAFE
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Re- shaping Mashak
Paper Tags Created a graphic water and fish pattern which can be used to represent Mashak.
MASHAK STORY
STEPWELL COLL EC TIO N
PRODUCT NAME
WEEKENDER BAG PRICE
Rs. 8800/COLOUR
ACCESORY . TRAVEL . ST
ATIONERY
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WW W.PORTSIDE CAFE.COM
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Re- shaping Mashak
Giftcard For Giftcard I explored photography route, also explored other simpler option.
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Re- shaping Mashak
Wrapping Paper For wrapping paper I went with generic pattern for Mashak logo and another one with pattern.
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Re- shaping Mashak
Cloth tags
100% cotton
Machine wash cold
Nienducilit fugia qui dit
SMALL 100% cotton
Machine wash cold
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100% cotton
Machine wash cold
100% cotton
Machine wash cold
100% cotton
Machine wash cold
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Re- shaping Mashak
Testing samples Sampling and testing a particular package is the testing point. Last testing, the carry bag samples did not turn out as expected and ergonomically wrong. So sampling again was a must. I went again with the same vendor, and asked him to make 2 variations of each bag. I took his opinion on sizing and feasibility. After getting to the point we decided that the big bag size should not be more than 20 inches in width. Also we wanted to add stability to the bag, He suggested that we could add a base at bottom, which worked well for me.
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It was a win! When new bag samples were done, I was pretty happy the way they turned out to be. The detaling and materials were correctly used.
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Other samples Other samples were paper based, and came out quite nice last time, so this time it was just to check out design and sizing and not the colours and technical things.
Outside
1
2
3
Inside
1
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2
3
Adding more! While I was creating these samples and splashes, I came up with the idea of keeping in an envolope and a sticker, I liked how sticker added fun to this card.
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Re- shaping Mashak
More other samples Sample for wrapping paper and additional stickers on them
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Exisiting pouch, with stepwell print, which will be used to give smaller items.
In convertstaion with creative Director For bags: I like this, I think this works For tags: I like the direction, try to add a classy feel to it, may be a hint of wave would suffice. For Giftcard: I feel this is still not working may be lets follow another route, not photogtaphy For wraping paper: I like the pattern ones, and the sticker works quite well here. For cloth tags:It looks nice, lets add a fun line on it
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Re- shaping Mashak
Getting back to business After her feedback, I explored more options for giftcard and paper tags.
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Re- shaping Mashak
Giftcard For the form, client wanted a simple one sided card. But to add an extra touch I gave a open holder to it.
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Re- shaping Mashak
The final of final This set was ready and designs were approved by the client.
100% cotton
Machine wash cold
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Re- shaping Mashak
DETAILS MATTER
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Font selection Communication of Brand Refining Animals The Finale (all deliverables)
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Font selection For the extention of brand, we wanted two type faces, that can be used on collaterals and on social media presence. Trying fonts on collaterlas, to get better understnding.
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Details matter
Final fonts Instead of two types, I went with three type of fonts.
ANTONIO
NERIS
Antonio typeface is Designed by Vernon Adams in 2013. Mostly used as a display font. It has three weights regular, light and bold. Condenced font have a modern and fun feel which adds to the design here For Mashak will stick to regular font.
Neris is sans serif typeface, designed by Eimantas PaĹĄkonis in 2013. It is a contemporary typeface available in various weights from thin to black including italics. For mashak we are using this on other collaterals like giftcard and cloth tags. Only semibold version is used for Mashak.
ABCDEFGHIJ K L M NO P Q R S TUVWXYZ
ABCDEFGHIJ KLMNOPQRS TUVWXYZ
abcdefghij klmnopqrs tuvwxyz
abcdefghij klmnopqrs tuvwxyz
1234567890
1234567890
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Adobe Caslon pro This font was made by willam Caslon between 1734 and 1770, and later digitised by Carol Twombly. It is a old style serif type face, mostly used in publication and news paper. This font is also used for PortsideCafe, so I extended its use for Mashak as well. It has font from regular to bold, but for Mashak we I have used regular, semibold and italic version of the font.
ABCDEFGHIJ KLMNOPQRS TUVWXYZ abcdefghij klmnopqrs tuvwxyz 1234567890 147
Details matter
Communication is the core of brand When I talk about communication it means the language that is used on the collaterals, I knew what the basic idea for the communication. But to put it into right words was important. Here is where copywriter plays a role, I sat with copywriter who was working on this brand with me, Khaim talib and explained how mashak came into existance and what we did for it. I explained what exactly I wanted to communicate on each collateral. To start with and keep a similar communication language I also took him through PortsideCafe’s communication languge. It has a very witty yet sophisticated language to communicate. For Mashak we wanted same but a little more fun and young language. We went through various rounds of copy discussing with my senior and account manager. This was the part in which I got to learn the most, about choosing the right words to communicate. We started with manifesto and after that will adapt to other collateral.
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Option 1 Mashak is for doers. The ones who don’t think about what they’re going to wear or how they’re going to do something. They just do. And they look great while they do. Except when you catch them in the dirt. But even then, they look earthy. Not dirty. We don’t know how they do it. But they needed an ambassador. So here we are.
Option 2
Option 3
Whether it’s for a change of pace, a change of scenery or a change of clothes, Mashak has been crafted for change.
Are you a tote-ally awesome person who takes on life hands-on? Then you’re in the right place.
Inspired by the water carriers of Northern India, each one of our products is an amalgamation of culture, function and style.
Our collection, inspired by the water carriers of Northern Indian, is crafted to be rugged, stylish and efficient.
Our timeless designs are built to last, and to leave a lasting impression.
When you’d rather be on the road than be in bed, or create experiences rather than read about them, that’s when we come in handy quite literally.
Crafted to be durable, our ruggedly handsome products are loyal companions on a weekend getaway, a trek with friends, a leisurely afternoon by the pool or just another day at work.
With a range of tote bags, wristbands and other accessories, we are made for you – because you choose to do.
Mashak is fashioned for movers, doers and thinkers. For those who endorse novelty, bask in freedom and cherish every fleeting moment.
We are made for you – because you choose to do.
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Details matter
Option 4
Option 5
We are water.
Whether it’s for a change of scenery, a change of clothes or to change the world, Mashak has been crafted for change.
Inspired by the water-carriers of Northern India, we are a brand that binds the source of life with a sense of identity. We are for the calm. And for the fierce. For those who go around obstacles, and those who go through them. We are bold. And we are beautiful. Moving with the times, and carving our own path. We are lasting. In constant motion. Never looking back.
Inspired by the water carriers of Northern India, each one of our products is an amalgation of culture, function and style. Our designs are timeless and yet, ahead of their time. With one eye on environmental sustainability and the other, firmly fixed on durability, our products are fashioned for the future. We are in the pursuit of elegance. We are crafted for thinkers, explorers, movers and doers. For those who endorse novelty, bask in freedom and cherish every fleeting moment. For those who scale mountains and part seas. For those who drive and those who ride. For leaders and for followers. We are made for you – because you choose to act.
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Final copy on collateral For the copy options we decide to go with option 4, it fitted the brand in all terms, it had a energy and a story. Expanding on other collaterlas: Giftcard A gift for you and everything you do Cloth tag Doing things everyday.
Paper Tag Mashak storyWe are water. Inspired by the water-carriers (bags) of Northern India, we are a brand that binds the source of life with a sense of identity. We are for the calm. And for the fierce. For those who go around obstacles, and those who go through them. We are bold. And we are beautiful. Moving with the times, and carving our own path. We are lasting. In constant motion. Never looking back. Stepwell story Crafted by culture, Using contemporary designs, That are built to last. Inspired by the iconic Toorji Ka Jhalra Stepwell in Jodhpur, the print on our linings and t-shirts encompasses a wide spectrum of heritage and the environment celebrating nature, wildlife, indigenous craft & architecture.
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Details matter
Animals are the heart of Mashak The story of Mashak revolves around these animals, also bobby’s love for animals is clearly shown in his collections. Wheras the fish is a icon for Mashak, but other animals like langoor, peacock and blackbuck are for stepwell collection. Looking at his stepwell print the icons silhouette and also not refined, which works very well for the print but when used on collaterals, it dosen’t work at all. I wanted to add some more fun to them. Initially I created a langoor for using it on collaterals, which was a placeholder vector.
Animals on stepwell print
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First draft
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Details matter
Exploring more! After the first draft, I thought what more can we add to this? So I started making more digital and hand drawn explorations. Also tried to introduced new style.
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I tried a new style for these animals, to draw them with a single line. This was a new and young style which complimented tha brand Started with sketching on paper and after getting a right, traced from the sketch.
Details matter
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From sketches to digital. 157
Details matter
exploring digitally-1
exploring digitally-2
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exploring digitally-3
exploring digitally-4
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Details matter
exploring digitally-5
exploring digitally-6
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Mashak icon Also made the mashak’s icon into the final style, the fish will be constant throughout the language.
Final Mashak icon
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Details matter
Final icon set
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The finale Identity
Looking at collaterals we made a minute change in the identity, removed the line between Mashak and PortsideCafe.
Colour pallete
Primary colour pallete
Secondary colour pallete 163
Details matter
Paper tags 3.5 cm
11 cm
mock up
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Giftcard 6.3 cm
9 cm
5.3 cm
8.5 cm
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Carry bags
Measurememt Large bag 50* 35* 15 Small bag 24* 30* 10
Cloth tags
5 cm 7 cm
5 cm
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Wrapping paper & stickers
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Details matter
MORE THAN PACKAGING
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Next step (social media starategy) Shooting Setting social media templates
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Next step Next was to think about Mashak’s presence on social media, as in today’s world that is the medium to put out your brand to everyone. I came up with the social media startegy of how the shoots could be done and what other things can be added to compliment the social media feed.
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people on the go A property that feature the Doers, the personalities that resonate with Mashak. Professionals from different fields breaking out of the ordinary. This property will capture them on the go as they create and explore and carry their essentials with them as they go along.
1) A Biker exploring the city after hours. 2) A seasoned trekker on an obstacle course 3) A Blogger curating a lifestyle. 4) A Dancer in rehearsal 5) A Photographer setting up a set 6) A Fashion designer shooting their line
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More than packaging
Mashak on the go Travelling to new places, going off the grid and exploring the unknown inspires the doers and brings new energy to what they do and who they are. Here we can curate a series of locations to which a Mashak personality travels. These places are unusual and unknown by the regular traveller.
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This property will come to life with a curation of things the Mashak traveller will carry with them while travelling to these locations. A Mashak accessory featuring in each one.
Mashak stories and poems It is essential for Mashak like PortsideCafe to have a verbal language as strong as its visual language. We can create a series of posts that are text based. Stories, everyday musings, poetry- all of these can tie back to the brand and its values.
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More than packaging
Mashak everyday This property captures Mashak as a party of daily life and everyday conversation. While Mashak steps out of the ordinary we also want to position it to be relatable and accessible. A series of posts based in everyday locations could feature different accessories in use.
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mood shots Mood shots will create a balance between products and other content based posts to add aesthetic beauty to the social media grid
2-3 Patterns are a visual treat and we can capture patterns that we see in our daily lives.
1 Hues of blue inspired by the tarp bags and the colour synonymous with water can be captured in architecture and other visuals we encounter everyday..
4-6 Details in Cafe’s, murals and floor graphics have strong visuals that could give the social media grid a vibrant edge.
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More than packaging
Shooting Mashak sells an apron in their store as well, which was available to me at that point. So I did a little shoot with it in the given time. Apron property In this property we want to feature the Mashak apron on doers in their natural habitat. Here, we can show real life enthusiasts from different fields following their passions. We can send out 5 aprons to 5 young trending professionals like chefs, potter, mural artist, artist (who require working with aprons) from different fields packaged in the tarp bag with a note. To start with i did a shoot at barista, with the apron from which they can plan other shoots and the mood of the shoots.
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Heer Mandalia | Visual communication | 2018 | UID
After shooting for several times, me and my team were satisfied with these shots, while shooting I realised that we could make a shot photostory with the apron, as you can see in these images.
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Other shots, which can be used as stand alone posts.
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Heer Mandalia | Visual communication | 2018 | UID
Setting social media templates Last but not the least, I created social media templates which can be used ahead for image based and also text based.
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And the last for text based property.
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Heer Mandalia | Visual communication | 2018 | UID
This can be extended on social media posts, E-mailer, for images as well as text posts. There is a distinguish feel in Mashak and PortsideCafe visual style, but also maintaining a level of sophistication which connects Mashak to PortsideCafe.
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Conclusion I am very grateful that I got a chance to be a part of a very interesting packaging project. My job was not just limited to graphic design, I was also involved in strategy for the project from scratch as well. The project was a huge learning experience in many aspects. There were many takeaways. I understood the working environment of a core branding agency and how they function. I had worked with an advertising agency previously and this experience was totally different as I started looking at design in different ways. In this project, I learn how to work outside laptop screen, to go out and learn about materials and how they function. The process from screen to sampling was very different and learned alot from it. I learned how to take packaging projects and how are they different from other digital or publication projects. In packaging the ergonomics of a human is a crucial point and how you incorporate that into the design.
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Heer Mandalia | Visual communication | 2018 | UID
Within my journey of four months, there were a lot was a lot of learning experience, not just as a designer but how to work in a design environment. I learned that communication of your thoughts is as important as the design. Until you don’t voice your opinion and communicate through your design are as good as nothing. To conclude it was an experience that added more skills in every term and made me more confident to take packaging projects in the future. It gave me a taste of the real design world and how the projects are worked on.
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Biblography Image refrences https://portsidecafe.com/ https://ww www.kebur.co.uk w.instagram. com/portsidecafe_furniture/ www.kebur.co.uk https://www.derflex.com ecofashiontalk.com canvasetc.com raasjodhpur.com spinneybeck.com britishpipeclamps.co.uk theombustore.com https://www.instagram.com/overrated_ outcast/ https://www.instagram.com/nainagahlaut/ https://www.instagram.com/runaway_ bicycle/ https://www.instagram.com/nicojournal/ https://www.instagram.com/spandanbhatt/ https://www.instagram.com/indiacircus/
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Heer Mandalia | Visual communication | 2018 | UID