Process Book Summer 2020

final brand design story form graphics midterm revision others

RETAIL DESIGN

CLICK / TO BRICK

KiwiCo

summer 20

Valeire Peng

Get in touch with me Valerie Peng Cell: +1 (213) 284-9728 Email: valeriepeng@outlook.com

Copyright © 2020 by Valerie Shuoran Peng All rights reserved.

This book or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher except for the use of brief quotations in a book review.

This book is designed to preserve the words and images of value to its author.

Art Center College of Design Pasadena, California 90117 Environmental Design August, 2020

hi, this is valerie

contents.

M 089

MIDTERM

F

B

O

047

FORM

study models phase one phase two phase three sketches

005

BRAND

introduction the founder brand identity unicity product line demographics brand talisman

exploaded diagram plan and section narrative sketches digital renderings presentation board

189

OTHERS

R

visual communication digital process

117

POST-MIDTERM

D

sketches axon drawing exploded diagram rendering material

027

DESIGN STORY

unmind map design story low relief collage

G 069

GRAPHICS

logo sketches logo phase one logo phase two logo phase three midterm logo revisions final logo signage&spatial graphics

F 145

FINAL

introduction section perspective plan view secret project body&brain&heart signage bubble pavilion final board

Final rendering - facade and exterior view of my KiwiCo space

001 | 002

Final rendering - night view of the project on E 3rd street

003 | 004

1 introduction the founder brand identity unicity product line demographics brand talisman

BRAND

007 | 008

INTRODUCTION KiwiCo is a company that is dedicated to stimulate kids’ creativity, as well as deepen and strengthen family relationships with monthly subscription boxes of STEAM focused and inspired activities.

STEAM stands for science, technology, engineering, art, and mathematics. KiwiCo delivers these STEAM kits right at your door, which will provide hands-on learning for kids and serious fun for families.

009 | 010

THE FOUNDER The company KiwiCo was founded

by Sandra Oh Lin, a mother of 3 kids from Northern California. She and her fellow teammates strongly believe that creative confidence helps kids think BIG and act like creators and producers, not just consumers.

Kids with creative confidence don’t assume only one “right way” to build with blocks, paint a picture, or solve a problem. Instead, their unique way is the right way!

011 | 012

BRAND IDENTITY

CORE VALUE To celebrate kids’ natural creativity and curiosity, while helping parents who want to bring enriching experiences to their children.

VISION Through our products, we want to make it fun, easy, and delightful for families to spend time building, exploring and creating together.

PURPOSE KiwiCo helps kids channel their creativity with monthly subscription boxes of STEAM-focused activities. We are on a mission to inspire the next generation of innovators.

013 | 014

WHAT MAKES KIWICO UNIQUE

DESIGNED BY EXPERTS KiwiCo is consisted of a team of educators, makers, engineers, and rocket scientists (yes, for real). And they are passionate about what they do. Not just regular toys that bring only fun, all KiwiCo crates are carefully designed by experts and serve an educational purpose.

TESTED BY KIDS Every KiwiCo crate project goes through multiple rounds of gathering frank feedback from lots of kids. KiwiCo holds multiple kid-testing sessions throughout the devoloping process to make sure children love their products.

015 | 016

KiwiCo spends 1000+ hours into designing & testing every single crate.

Award-winning projects Enriching content Kid-friendly instructions

Inspiring young innovators

017 | 018

PRODUCT LINE

KiwiCo has eight lines of monthly susbcription boxes designed for kids of different ages and interests.

Meanwhile, the company provides crate packs for schools and group-purchase.

019 | 020

DEMOGRAPHICS Children age 4 to 10, who loves to build and create, and always have their own ideas about the world; And their parents, who may or may not always understand them.

021 | 022

DEMOGRAPHICS Melina, health coach and blogger, single mom Jake, 5-year-old son “It is always fun to see what craft projects are waiting for him in his koala crate subscription!”

Stacie, skin care consultant, mom Noah, 6-year-old daughter, home schooled “Her smile on her face when she graduated from Koala Crates to Kiwi Crates was priceless for me.”

Jessica, all-time mom Sterling, 4-year-old daughter “Geography has become her favorite subject ever since she got her first Atlas Crate Box! So excited for her.”

023 | 024

BRAND TALISMAN

Started from my understanding of the brand, I created this small brand talisman made of colored cardboard. When my audience gets this talisman, they will try to put every piece together like a three-dimensional puzzle. Also, they get to paint each piece with colors of their choices. This little project gives kids an oppurnity to use their brain and train their motor skills, as well as the freedom to express their creativities.

025 | 026

The making process - I handmade this talisman using cardboard, and created a stop-motion animation to show how it works.

Photographing process - playing with lights and shadows.

2 unmind map design story low relief collage

DESIGN STORY

029 | 030

UNMIND MAP

031 | 032

My KiwiCo space located in the Los Angeles Arts District is for people who believe that learning and working together is the best way to bond and strengthen relationships.

I am focusing specifically on children who always have their own ideas and who are eager to uncover the world, and the parents who may or may not understand their kids.

033 | 034

I promise that spending time with your family here at KiwiCo will help both the kids and their parents rediscover the world and generate shiny ideas.

My design goals are to create a space where families can build deeper connections through exploring and learning together.

035 | 036

To parents and kids, welcome to KiwiCo Let’s explore the world together, and deepen our relationships.

037 | 038

LOW RELIEF COLLAGE

Four design collages that impress four key spatial moments: entry, engaging key experience, brand display, and last impression.

039 | 040

Entry

Intriguig with colors and arrangment.

041 | 042

Engaging Key Experience

Explore the World from Different Angles.

043 | 044

Interactive installation that are fun to play with.

Brand Display

045 | 046

Last Impression

Memories that linger...

3 study models: phase one phase two phase three sketches

FORM

049 | 050

STUDY MODEL: PHASE ONE

Study Model One

053 | 054

Study Model Two

057 | 058

Study Model Three

059 | 060

Study Model Three

061 | 062

STUDY MODEL: PHASE TWO Study Model One

063 | 064

Study Model Two

065 | 066

STUDY MODEL: PHASE THREE

067 | 068

4 logo sketches logo phase one two three midterm logo revisions final logo signage

GRAPHICS

071 | 072

LOGO SKETCHES

073 | 074

DESIGN PHASES

Design Phase One

KIWICO

KIWICO

KIWICO

KIWICO

075 | 076

Design Phase Two

077 | 078

Design Phase Three

079 | 080

MIDTERM LOGO

# babf4e

#afadab

#f3db62

081 | 082

REVISIONS

Logo Revision

Color Study

083 | 084

FINAL LOGO

# babf4e

# f0e6d4

# f3db62

085 | 086

Bathroom Signage

SIGNAGE AND SPATIAL GRAPHICS

087 | 088

Balance Beam & Seating Area

Door Handel & Road Guide

5 exploded diagram plan and section narrative sketches digital renderings presentation board

MIDTERM

EXLOADED DIAGRAM

Hide and See

Bathroom

Puff Wall

Light Capsule Unwind Nests

Donut Pocket

093 | 094

SECTION VIEW

Puff Wall

Hide and See

Light Capsule

Unwind Nests

Bathroom

PLAN VIEW: FIRST AND SECOND FLOOR

Puff Wall

Hide and See

Light Capsule

Unwind Nests

Donut Pocket

Bathroom

097 | 098

NARRATIVES SKTECHES

Key Moment: Puff Wall

099 | 100

Key Moment: Puff Wall

101 | 102

Key Moment: Unwind Nest

103 | 104

Key Moment: Hide and See Wall

105 | 106

107 | 108

Key Moment: Light Capsule

109 | 110

DIGITAL RENDERINGS Interior Shot: First Floor

111 | 112

Interior Shot: Second Floor

113 | 114

Exterior

Connecting

Inspiring

Adventurous

Valerie Peng Kid-centric

Immersive

Curious

My KiwiCo space located in the Los Angeles Arts District is for people who believe that learning and working together is the best way to bond and strengthen relationships.

I am focusing specifically on children who always have their own ideas and who are eager to uncover the world, and the parents who may or may not understand their kids.

I promise that spending time with your family here at KiwiCo will help both the kids and their parents rediscover the world and generate shiny ideas.

My design goals are to create a space where families can build deeper connections through exploring and learning together.

Hide and See

Bathroom Light Capsule Unwind Nests

Dodut Pocket

PRESENTATION BOARD

Puff Wall

6 sketches axon drawing exploded diagram rendering material

POST-MIDTERM

119 | 120

REVISIONS AND NEW IDEAS Sketches

DISCOVERING THE BUBBLE BRIDGE

SECOND FLOOR RELAXING ZONE

121 | 122

GOING THROUGH THE NET BRIDGE

WALKING ON THE BUBBLE BRIDGE

123 | 124

SOCIAL TIME IN THE KIWI NEST

KIDS PLAYING ON THE KIWI STEPS WHILE PARENTS STAND ON THE GROUND

127 | 128

WALKING IN TO KIWI NEST

UNDER THE KIWI NEST

129 | 130

KIWI FOOTPRINT AND THE OCEAN BALL BRIDGE

131 | 132

FINDING THE RIGHT LOGO BALL WITH MOM

133 | 134

LIGHT CAPSULE AND SHADOW PLAY GARDEN

135 | 136

Axon Drawings

137 | 138

Exploded Diagram

139 | 140

New Ideas - Initial Rendering

141 | 142

New Ideas - Initial Rendering

143 | 144

Material Exploration

7 introduction section perspective plan view secrect project body & brain & heart sigange & spatial graphics bubble pavilion final board

FINAL

147 | 148

“A PLACE WHERE WE HELP FAMILIES TO BUILD THEIR CONNECTIONS AND DEEPEN THEIR RELATIONSHIPS”

149 | 150

physical health & motor skills BODY

learn and think BRAIN

cuddle and fun HEART

151 | 152

rainbow bridge

SECTION PERSPECTIVE

kiwi blink

light capsule

switch&scrabble

kiwi burrows

kiwi steps

kiwi nest

kiwi footprint

kiwi shute

PLAN VIEW

153 | 154

storage

E 3rd s

t

kiwi shute kiwi footprint kiwi burrow bathroom back entrance

front entrance kiwi nest kiwi steps rainbow bridge switch & scrabble light capsule

155 | 156

SECRET PROJECT

157 | 158

SECRET PROJECT

159 | 160

KIWI SHUTE

BODY

161 | 162

KIWI BLINK

BODY

163 | 164

KIWI BLINK

BODY

165 | 166

RAINBOW BRIDGE

BODY

167 | 168

KIWI STEPS

BODY

169 | 170

SWITCH & SCRABBLE

BRAIN

171 | 172

173 | 174

SWITCH & SCRABBLE

BRAIN

175 | 176

SWITCH & SCRABBLE

BRAIN

177 | 178

KIWI NEST

HEART

179 | 180

HEART

KIWI NEST

1181 | 182

BATHROOM SIGNAGE

SIGNAGE & SPATIAL GRAPHICS

183 | 184

BALANCE BEAM & SEATING AREA

DOOR HANDLE & ROAD GUIDE

185 | 186

BUBBLE PAVILION

FINAL BOARD

187 | 188

8 visual communications digital process

OTHERS

192 | 193

visual communications

194 | 195

RESIDENTIAL DESIGN

Scheme one - bubble diagram and floor plan

196 | 197

Scheme one - bubble diagram and floor plan

198 | 199

ELEVATION SKETCHES

LIVING ROOM ONE

BEDROOM ONE

200 | 201

ELEVATION SKETCHES

LIVING ROOM TWO

BEDROOM TWO

202 | 203

digital process

204 | 205

206 | 207

208 | 209

210 | 211

212 | 213

216 | 217

218 | 219

220 | 221

see you on the nest journey

/KCIRB OT / KCILC