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String-Maria-Rosa GRAD602
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New and improved packaging design for bundle
consisting of new logo, design features and key information
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Logo ideation
This logo is a reflection of our brand as a DIY creativity kit provider.
The arrangement of each letter fits neatly within an invisible rectangular bounding box as a representation of the bundle of tools and materials provided in the boxes we ship our product in. It is, as the name says, a bundle of joy for the creatives of the world.
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presentation feedback
Your logo fits really well on your packaging, I can see where the thought process behind stacking your logo like you did from here (don't know if that was intentional or not! But I think it works really well!) Nice explanations but I think they were all summed up in the final slide anyway making them a bit redundant??? Awesome branding
is the blurred background a brand visual asset? Nie to show example of the drawer. nifty is it? maybe use the brand personality to choose word for this. I get it but make sure the language is on brand. Macarame on front as well? it's the core part of proposition..
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Vision and Values feedback
Taylor: "Wow that logo.... Great type choice and the blurred background really elevate it's wow factor. Secondary header type choice a little conflicting though maybe?"
Bede: "The best"
Gabriella: "Really like the direction of the logo, I wonder whether perhaps it would be worth looking how the letters would sit in a less rectangular setting? As when I think of a bundle I think back to a more circular form
Leroy: "I really like the type face I think it is quite interesting arranging the letters around like that and seems like a very modern font. The curves are really good."
Raul: "Very personal logo, nice typographic work. Would be great to see a tagline/proposition. Vision needs to be 'single-minded'. What you offer is not your Vision. Your Vision or Purpose is a simple statement of either what you would like to become or 'why' you exist."
Hannah: "Logo is insanely cool!!!!! copy type is a little big on second page ?
Eve: "It took me a second to read what the logo said but think it looks really cool"
Emily: "Maybe shorten your brand vision, looks great though"
Sara: "Love the logo and typeface! Feel like the second slide was a different brand to first slide - maybe due to different typeface and colour?"
David: "Macrame kit needs to be more obvious and locked up or in proximity to logo. maybe the E of bundle is 90 degrees for more playfulness? Good clear second page. the bold key words of the values read easily. I almost hope to see Bundle animated and have energy. NOT a requirement for this stage on the packaging. but metaphorically it could be articulated in different way in different touch-points?"
Leroy: "maybe work on the legibility of the type face but overall really cool and interesting take"
Cyrelle: "I like the way you highlighted the personality traits, but maybe that's a little too much text? also the typography don't add together a little though"
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rauls feedback
Do some measurements
How long is macrame
Instructions incorporated in packaging to reduce wast
How many can it make
Get the dimensions of packaging right
Measure the Macrame, work out how many stands woven to make it
Could be 50-200 metres if string
Pre-woven
The mindful bundle
Bundle of twigs
Bundle has a shape. Things overlapping
Macrame is a skilful crafting activity
Does bundle suggest chaos
Does it sit somewhere in the copywriting or subtitle
Bundle: joy
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our final personas
Persona 1
Name: Sophie
Age: 29
Sex: Femal
Location: Auckland Central (Apartment). Because of the restricted space and lack or outdoor gardens, Sophie likes to find smart ways to introduce nature and greenery into his life. She loves
Occupation: Freelance Photographer
Hobbies: Sophie likes to wind down and relax by painting, crafting, and decorating her apartment space with colourful art.
Persona 2
Name: Bonnie
Age: 30
Sex: Female
Occupation: 9-5pm worker (office or studio - couldn't decide)
Could be a male persona too?
Bonnie is a 30-year-old female who lives in Central Auckland. Bonnie is introverted and likes to enjoy the quiet evenings to relax from her busy work schedule in the office (or studio) during the day. From staring at the screen at work, she is looking for something less straining to calm her mind instead of being fixated on the screen of her phone or TV. She likes to think creatively but doesn't enjoy stressing herself on difficult activities as she deals with it at work already.
Persona 3
Name: Liam
Age: 27
Sex: Male
Location: Liam is currently flatting in Grey Lynn. Due to his lack of ability to change his home in permanent ways, he introduces eco-friendly habits in other ways, such as populating with plants and purchasing substitutes for household items that are better for the environment.
Occupation: Environmental Consultant
Hobbies: Liam enjoys living an environmentally friendly lifestyle. He likes to get outdoors to go hiking, enjoys reading, healthy eating and likes to be creative where he can- predominantly drawing. He has an interest in fashion and would like to develop his knitting and sewing skills to better effect the environment.
Persona 4
Name: Rebecca
Age: 38
Sex: Female
Location: Northshore, Auckland NZ.
Rebecca and her Husband are still renting thie rfamily home as prices in auckland are just too high for purchase. They want to find a way to make their rental really feel like home while they are saving for their dream home. They both find crafting and DIY a perfect way to make their home more at peace.
Occupation: Early Childhood Education
Hobbies: Rebecca enjoys spending time with her husband and two kids when she is not spreading love and knowledge in her teaching role with young children.
In her spare time she enjoys going out to wine bars and cafes with her gal pals and getting a good coffee or glass of wine.
When winding down Rebeccas enjoys to pick up on some alone time by crafting and learning to do DIY projects to decorate her home, making it a warm, welcoming space for her family to grow and guests to feel comfortable and at home.
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Research on millenials and arts and craft
http://www.focusingfuture.com/me-consumer/hand-crafting-the-future/
"Crafting is no longer only what grandmas do but has gained popularity in Millennials and Generation Y. Research from the Association of Creative Industries has shown that crafters are currently younger than they have been before with the largest part, 41%, being Millennials who are 18-36 years old. It is a way for them to express themselves, be creative, spend time with family and friends as well as possibly a job for some."
"Technology has not been forgotten despite the need to create something physical. Millennials and Generation Y find inspiration from apps like Pinterest, Instagram and YouTube. Pinterest can be described as a digital bulletin board where users can browse photos for inspiration and create lists and mood boards. The company has 291 million monthly active users and is currently the 5th most popular social networking app in the US, right after social media giants such as Facebook, Instagram and Twitter."
"The crafting community continues to grow online as artists and hobbyists share their masterpieces back in Pinterest, Instagram and YouTube, where they first found their inspiration. As mentioned, these online platforms create a place where users can feel like they belong as they share their passions with likeminded others. Another reason for hand crafters to put their work online is simply to get some pocket money."
"It is clear that human creativity is not going anywhere but is simply realised in new ways as materials and technologies offer new solutions for creative outlets. The current trends are moving forward as people are trying to balance the use of technology and physical crafts and it is evident that form creative projects will change with the developments of human culture. It is still a mystery how emerging technologies will shape the products we make, but there is no doubt that humans will always need ways to express themselves in some meaningful and appropriate ways."
https://www.stylus.com/crafty-millennials
"Nearly three in five older US millennials (aged 30 to 39) use online videos to learn an art or craft skill, according to an April 2016 report from London-based market research firm Mintel.
The survey also found that two in five (39%) Americans use YouTube, while 33% browse Pinterest and 31% conduct online searches for crafting inspiration. A further 45% also reported selling an art or craft project they made through an online shop last year."
"Savvy brands will use this emerging opportunity to engage with key consumer groups, eager to enhance, learn and share skills online. For more about the consumers hungry to build their skillsets."
https://www.ft.com/content/6a51a6a8-228c-11ea-b8a1-584213ee7b2b
I feel like I’m a child again,” she said, while kneading the clay. She says her new-found hobby allows her to “tap into a part of my brain that isn’t allowed to come out at work . . . for me, drawing is work so it’s hard to get out of that mindset when I pick up a piece of charcoal.” “It’s very relaxing,” added another, smoothing over their hand-built bowl with a tiny sponge in the same way one would bathe a baby."
With handmade stuff you understand the love and time that went into them. It’s a slow revolution
From this research I found:
While we focus on millennials as our target market we aim to seek deeper into why this generation is so obsessed with the craft if making.
Through this research I have discovered that within this market 41%, being Millennials. It is a way for them to express themselves, be creative, spend time with family and friends as well as possibly a job for some. Nearly three in five older US millennials (aged 30 to 39) use online videos to learn an art or craft skill, according to an April 2016 report from London-based market research firm Mintel.
Millennials rely on social media and the internet to find new inspiration and seek possibility and success, with the most popular platforms being pinterest, tiktok and instagram.
one person of interest states" With handmade stuff you understand the love and time that went into them. It’s a slow revolution".
It is clear that human creativity is not going anywhere but is simply realised in new ways as materials and technologies offer new solutions for creative outlets. The current trends are moving forward as people are trying to balance the use of technology and physical crafts and it is evident that form creative projects will change with the developments of human culture.
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Hourly Rate as designers
Agency roles are continuing to morph throughout. Studio Managers are required to have hands-on Design or Artworking experience. Artworkers are progressing in digital.
Content Creator / Producers are in high demand - this is a hybrid role of hands-on motion skills, design skills, SEO, Digital Marketing capabilities.
Agile is continuing its growth throughout the corporate channels. Agencies have adopted Agile methodologies to suit projects.
React and Vue Developers are in hot demand.
Copywriters are booming - lots of requests for digital / content / social writers.
CX / UX Researcher - continuing its growth within both corporate and agency. Becoming standard best practice.
https://www.jobted.co.nz/salary/graphic-designer
The median (average) salary for a Graphic Designer in New Zealand is NZ$60,119 per year (NZ$29 per hour), which is 9% higher than the national median (average) salary.
Graphic Designer salary range: NZ$43,920 to NZ$93,190.
Freelance Graphic Designers earn an average pay of $38.32 an hour.
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Other Macrame Companies
Modern Macrame:
-sells a big selection of creative products (not exclusive to macrame)
-sells already made products
-sells patterns or patterns with kits
-macrame hanging basket $68USD
-American based
https://modernmacrame.com/
Sage and Sill:
-sells a big selection of creative products (not exclusive to macrame)
-only sells already made plant-hangings for $88USD (or on sale lol)
-American based
https://sageandsill.com/products/4-piece-handmade-boho-macrame-plant-hanger-set?variant=39621007835333¤cy=USD&utm_medium=product_sync&utm_source=google&-utm_content=sag_organic&utm_campaign=sag_organic&utm_campaign=gs-2021-07-08&utm_source=google&utm_medium=smart_campaign&gclid=CjwKCAjwvuGJBhB1Eiw-ACU1Aie8t11uxhKyNAAAri0QLzdy6o5fySHxfcuHle3g96B9s7TFODpvo9BoCyhsQAvD_BwE
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Related styles/ influences
Macrame has a close stylistic connection to the Bohemian lifestyle which was likely aided by the hippie revolution of the 70's
Bohemian style is a fashion style strongly related to hippie fashion, in which natural fabrics, retro patterns, neutrals and warm shades merge with 70s style accents and a flair for statement accessories.
https://www.thepearlsource.com/blog/bohemian-style-ultimate-guide/
With a history inspired by artists, it makes sense to embrace handmade pieces such as poetry, plants, and macramé.
Macrame is also known for its unique patterns and organic textures which closely aligns with the Bohemian style.
This is another possible influence for the design direction of KnotStudio that deserves consideration.
This moodboard reflects more on the 'lifestyle' of a modern bohemian enthusiast. More neutral and soft tones with green as the highlight colour, a reflection of greenery and sustainability of the lifestyle.
Modernised/ Minimal 'BoHo' style moodboard
This moodboard incorporates multicolour which reflects a more traditional bohemian colour scheme. It also draws much inspiration from patterns which is something we see Macrame and Bohemian style. However, there is a clear simplification and minimisation in the aesthetic which gives greater flexibility in application of a design system
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