PORTfOLIO
A selection of works from 2018-2022
By SALONI GARG visualHey there! I am Saloni Garg!
I am based out of Chandigarh, a city rooted in design and planning. Having recently nished my masters from Milan, I strongly believe in the art of good storytelling. Brands are always looking for new ways to connect with their consumer and establish an emotional bond. I consider myself a problem solver. Be it in life with my never ending pros and cons lists or in design where I try to go deep and come up with solutions for a problem.
+919916100551
Vitasnella Rebranding
Brand Identity, Packaging, Brand Activation // Jan 2022
Client:
Brief:
Danone // Domus Academy
Vitasnella is Danone's low fat yogurt in the Italian market. e brand is currently dealing with issues of low visibility on shelves and brand recall. ey are looking for a new visual identity that allows clear subranges and SKUs navigation, with an impact on shelves and incorporation of their brand color, purple in the packaging.
Details:
Role:
Award:
Group Project // Elif Tuna, Nisha, Ghadir Ali
Brand Strategist
Visual Designer
A New Design for Vitasnella // Winner
Tools Used:
Research Interviews Survey
Shadowing
Insight:
Analysis
Perceptual Maps
SWOT Analysis
Women want to feel good about themselves, in body and mind, free to choose what is best for them! To make Skyr and Cottage Cheese as hero products and build an emotional connect with the customers to increase brand loyalty Industrial Natural
Old Positioning New Positioning
Shadowing
People generally spend around a minute looking at the nutrition label guring out what suits their needs
Perceptual Map
e current positioning of Vitasnella is towards the industrial end whereas to focus on overall health, the positioning should be on other side
Vitasnella // 5
User Persona:
Demographics
24 years old
Lives in Florence with friends
Pain Points
Balancing social life and eating healthy
Getting confused with labels
35 years old
Lives in Milan in studio apartment
Long work hours
Too exhausted a er work to put e ort into healthy meals
Getting confused with labels
24 years old
Lives in Padova with her family
Doesn't have time for herself
Concept: Vitasnella strives to be a manifesto brand that builds emotional connection and trust with women of all ages through humanization, narration and sharing stories.
Getting confused with labels self care // stories // sisterhood
Challenge:
In terms of visual design, the challenge was to create a visually coherent family of products that can stand out amongst the sea of yogurt and dairy products available at supermarkets.
Solution:
e new visual language paints a natural and appetising image through the use of brushstrokes and earthy, wooden tableware. e purple brush stroke is consistent across product ranges, expressing a strong brand identity and providing high visibility on shelves.
Logo
Design: Projec t Book:
e logo is restyled to mono linear one with round edges to make it friendly and increase legibility.
https://issuu.com/salonigarg97/docs/ nalpresentation
Primary
To di erentiate between SKUs, a bowl has been used for high protein products (Skyr and Cottage Cheese) whereas a spoon for the yogurt packaging.
To empower women to make better choices for themselves, the front side of the label has the protein content indicated in bold typography and the bene ts on the le of the imagery.
e products Skyr and Cottage Cheese being new in the market, there is a need to educate the customers and establish brand transparency.
High Protein Products
Waste Recycling (Sustainable) Protein content (Educative) Product Bene ts (Educative)Yogurt Single Pack (Vellutato, Bianco, Frutta in Pezzi)
Awareness:
Consideration: Physical- A public installation where you can share your stories. It could be fun moments with your girl tribe or just something that motivates you.
Digital- Collaborating with in uencers and food bloggers
Advocacy:
By involving women and sharing their stories, the aim is to make them feel heard and included
Retention: To close the loop, customers can go back to the receipes posted online by bloggers to inspire them and create their own dishes
To give the customer taste of the product and in uence their purchase decision, there are coolio displays in the supermarket. e customer can also get gi packs for their friends which includes a wooden spoon and a journal in which they can share a story or a receipe with their friend.
In line with the idea of helping women make better choices for themselves, the shelves have panels educating customers about the bene ts of the products.
Purchase:
Watch the Stone until it becomes Metal
Printmaking, Symbol Design // Jul 2018
Client:
Brief:
RISD
Explore the wild urban landscape of Rome through the combined lens of art and history with the aim of investigating new ways to make poetic work in response to the place.
Details:
Individual Project // Summer School
Concept: Since Romans were the rst to invent the drainage system, manhole covers are in plenty in Rome; each one bearing a di erent design. Contrary to the elaborate Roman architecture, the art adorning the chiusinos is very modest and bare. is project aims to bring people's attention to the same. e project was also taken forward to map out the symbols on manhole covers over the world.
Digital Map:
https://www.google.com/maps/d/u/0/edit?mid=1_
NNrmYuNdveX0VIswB3gmy5H1pE6LLAw&usp=sharing
Symbols were extracted from the manhole covers and compiled in a book along with the geographical coordinates of each.
Amor Araku Branding
Brand Strategy & Identity, Packaging // Jul 2020
Client:
Brief:
Industree // Srishti Institute of Art & Design
Industree builds sustainable livelihoods in the creative manufacturing sector. e NGO is looking to collaborate with the tribes in Araku valley and make use of the NTFP materials available in the region with the aim of increasing employment and providing year round income to the people. As a part of my thesis, we went in a group to study the area, nd out the scope of various materials and examine how can value be added to the materials.
Details:
Group Project // Madhur Arora, Anoushka Somani, Disha Mittal, Sejal Amrutkar, Nikitha Chendil
Role:
Brand Strategist
Visual Designer
Tools Used:
Research (IDEO)
A nity Diagrams
A day in the life of Inventory Mapping
Guided Tour
Focus/Unfocus groups
Camera Journal
Insight:
Analysis
Supply Chain Mapping
Value Chain Mapping
SWOT Analysis
Value Proposition Canvas
Business Model Canvas
e tribal communities in the villages do not have enough information about urban markets. All the information about urban markets comes from middlemen. Products made by the tribal communities are not seen as opportunities for earning a livelihood.
Opportunity:
Since the tribals at Araku currently collect NTFPs from the forest and sell them in raw form at meagre prices, there is scope of organising them into SHGs under AASSAV, adding value to the products using skills they already know and selling them to urban customers, assuring a year round income.
Focus Groups & Market Visits
Helped in understanding the context in detail. Observation became a powerful tool here as it helped in bridging the language barrier with the locals
Value & Supply Chain
Usage of this tool helped in understanding the various processes and stakeholders involved with each material
Nisha
32 year old so ware engineer Believes that natural ingredients are better for her family
Khushi
20 year old DU student
Is part of Enactus club of her college
Value Proposition Canvas
Usage of this tool gave a deeper insight into the minds of the di erent users (pain points & needs)
Arvind
54 year old doctor
Leads the society waste management committee
Concept:
Amor Araku is a brand envisioned as a one stop shop for all things Araku. e brand is set up in collaboration with AASSAV, an NGO in Araku and Industree in Bangalore and works on a producer based enterprise model. e brand connects customers who are looking for natural, unadulterated products.
Naming:
For the name, inspiration was taken from the local dialect (Adiwasi Oriya), the mother tongue of most of the tribals. Amor Araku was chosen as the brand name. Amor has close resemblance to words in other languages Bengali - Amar Bangla (My Bengal), French - L’Amour ( e Love). Hence the name is likely to resonate more with the target audience in addition to being relatable for the producers.
e Golden Circle
Usage of this tool helped in structuring the brand and identifying the core values
Challenge:
Logo Design:
Since the brand comes from a rural area, it was a challenge to keep the identity true to the roots and be appealing to the urban upper middle class and upper class people e symbol in the logo is an abstract form of the letter 'A' in Telugu script. Inspiration was taken from the vernacular script of the region to stay true to the roots.
Meaning:
Triangles in general stand for reliability and trust hinting at the trustworthy nature of the brand. ey embody the spirit of mountains which surround the valley.
Primary & Secondary Logo:
Color Usage: Unacceptable Usage:
Do not rotate the logo Only use speci ed colors
Do not use any external e ects
Do not distort the logo
Visual Style: Span bridges the gap between traditional and modern with its vertical stress cushioned by the elegant organic curves and the open counters of Interstate enhance legibility.
e vibrant color palette gives a peek into the rich culture and heritage of the tribal families. Blue and green bring trustworthiness while red and yellow impart cheerfullness to the mood.
e brand pattern is composed from the logo. e connecting lines are symbolic of connecting artists to urban India.
Brand Book: Full Project
Documentation:
https://issuu.com/salonigarg97/docs/brand_ book
https://issuu.com/salonigarg97/docs/ salonigarg_16psd014_ugthesisprojectbook
Forevermark
Brand Strategy, Brand Activation // Mar 2022
Client:
Brief:
Forevermark // Domus Academy
DeBeers Forevermark is a global diamond jewellery brand that focuses on everyday occasions as well as memorable ones. e designs are modern, clean, distinctive yet never overly ornate. e brand is looking to leverage local speci c occasions in the American market and use digital medium to launch new products and collections.
Details:
Group Project // Nikhil Khemchandani, Sanmeet Kaur, Igor Jean Duplat, Nur
Bengisu Demir
Role:
Brand Strategist
Visual Designer
Tools Used:
Research
Interviews
Company Reports
News Articles
Insight:
Analysis
Brand Identity Prism
SWOT Analysis
Physique
White Color Diamond shaped Brandmark
Personality
Elegant
Minimalistic
Strengths
Have a history due to backing by Debeers
Weaknesses
Low Brand Loyalty
Opportunity:
In addition to buying jewellery to showcase social status and family heritage, the younger generation, especially Generation Z is looking to buy jewellery to express their individuality. To capitalise the market by introducing gender uid jewellery and cater to milestone achievement as a buying motivation for younger generations
Relationship
Helping people express themselves and their individuality
Culture
A ordable Prices
Recognisable Brandmark
High Quality Diamonds
Less Product Categories
Average Designs
No iconic Product
Unforgettable Brand Tagline
Market Social Sustainability
Re ection
Self Image
Universal Modern Independent Young Women
Women who are passionate to wear elegant jewellery everyday
Brand Identity Prism
Helped in understanding the focus that Forevermark puts on individuality and the universal, modern brand culture
Strong Financial Muscle
Low Brand Recognition
People shi ing to Lab grown Diamonds
To cater to gender uid jewellery market
To cater to occassions other than marriage for diamond purchase
To come up with bold designs
Competitor brands having a loyal audience
Increased costs of mining and production
Opportunities reats
SWOT Anaysis
Compiling all the observations and insights from research helped in understanding the gaps and proposing the correct brand market t
Concept:
A Love at Lasts Forever celebrates love of all forms and a life full of color through two collections designed by Shaun Leane; “Love Always” and “Iridescence”. It focuses on love for yourself, love for your partner and love for your children/parents. love
A Love that lasts Forever
Shaun Leane Creative Director
product collections
Love Always
product range
Necklaces
Hair Accessories
Promise Rings
Wedding Bands
Family
Iridescence
product range
Necklaces Rings
Bracelet Brooches
caters to caters to
Lovers
Individuality
Love Always is Shaun Leanes’s intrepretation of two letters; one written by a mother to her kids, Rebekah and Justin and the second one from a lover to his husband Andrea. e collection celebrates love of all forms. It celebrates a love that knows no boundries, a love full of colours.
Brand Ambassadors:
Blake Lively and Ryan Reynolds
Neil Patrick Harris and David Burtka
e collection Iridescence, oscillates between the layers of 1970’s and present day fashion. e collection is designed using colored diamonds taking inspiration from the colors of Andy Warhol’s pop art and the amboyant life lived at Studio 54.
Brand Ambassadors:
Harry Styles
Brandon Flynn
Darren Criss
Dan Levy
Type Tuesday
Pattern Development, Social Media // Dec 2020
Client:
Brief:
9133 Design Studio
Type Tuesday was started by Ananya Tantia (founder of 9133 Design Studio) as a personal project. It consists of patterns created using alphabets primarily. I was tasked with getting these patterns back to life a er a gap of about 2.5 years.
Details:
Concept:
Individual Project // Internship
A new form (instagram stories) was chosen to create an interactive space where the audience would guess the letter that makes up the pattern using the quiz sticker. A day later the letter comprising the pattern was revealed using a video. e aim of this was also to boost the studio's online presence.
Nolemo Branding
Brand Identity, Packaging // May 2021
Client: Brief:
Bharath Prasad // Female Wellness
Nolemo is India's rst brand to focus on the health of pregnant women. e brand name stands for "Nothing Less Nothing More" and the brand prides in its ingredients and the product formulation. Nolemo was stated to launch with two products in tier 1 cities in India. I was approached with creating the brand identity and the packaging for the products.
Details:
Individual Project
Challenge:
Since the brand was supposed to be one of the rst of its kind in the market, it was important to educate the customer about it and also gain their trust.
Solution:
e brand identity is structured to feel warm and inviting. e round edges of the logo give a friendly touch. e color palette and typeface provide tranquility. To gain trust and educate the customer, the bottle label has a section "Why Nolemo" explaining the beliefs of the brand. e illustrations on the label are hand drawn to lend approachability and make the brand more humane.
Logo Design:
e idea for the logo takes inspiration from the vegan nature of the brand.
Meaning:
e letter ‘e’ in the logo is modi ed to look like a leaf hinting towards the brand’s vegan nature.
Primary & Secondary Logo:
Color Usage: Unacceptable Usage:
e serifs of Ibarra Real Nova impart a feminine feel and the semi-rounded details of Lato give a feeling of warmth.
e color palette o ers a sense of calm and reliability which is eccentric to the brand.
e brand pattern is made by composing ‘e’ from the logo into a ower shape.
https://issuu.com/salonigarg97/docs/nolemo_
Design Warehouse Branding
Brand Identity, Product Photography, Social Media // Nov 2020
Client:
Brief:
Vanya Aggarwal // Architecture & Interior Design Studio
Design Warehouse is a research based design studio committed to explore, experiment and challenge the perception of space. e scale of projects range from architecture to furniture to interior. Having done her masters at NABA Milano, the studio owner wanted the brand identity to give a modern and clean look with the use of straight lines. e graphics and overall look for social media had to follow a similar style.
Details:
Individual Project
