young designers 08
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Dipen Desai
dipenddesai@gmail.com | Lifestyle Accessory Design | PGDPD
Signature by Hidesign
Sponser: Hidesign, Pondicherry
Guide: Shimul Mehta Vyas
AFD  26
CGD  7
FVC  14
FID  11
GD  27
IDD  6
LAD  16
NMD  9
PD  34
SUID  7
SDM  8
TD  17
Keywords
Leather goods
Leather accessories
Packaging
Gifting
My project was to develop a collection of leather goods and accessories, and a packaging style primarily targeted at Hidesign customers that addressed gifting as the primary reason for purchase. Hidesign is a platform which stands strong in its vision of a great product, beautifully crafted that speaks to the customer not just about the bag they buy, but the philosophy of all natural and handcrafted things with honest to goodness simplicity.
Hidesign’s initial brief stated the need to design a collection of gift products, namely smalls, as approximately 30% of the sales generated at Hidesign were through the intention of gifting. But, creating a range of products to be positioned and packaged as gifts or gift sets just because people buy products from Hidesign to gift, was rather simplistic.
It was important to understand the customers’ motivation for buying from Hidesign and their intention when gifting. I speculated on the possibilities of linking my inputs using consumer psychographics to define the customers’ buying behaviour. Hence, the concept of the project was set as designing a complete gifting solution for Hidesign, which included both product and promotion.
One of the main points that came across was the need to be distinctive, individualistic and not necessarily exclusive. The younger population of customers and the reputation of the brand as a strong driver for sales could not be negated. It became important to look at various forms of visual cues to brand the product, and hence to personalize the experience of owning it.
I was constantly motivated to take decisions and find my own means of developing contexts. The need to ask the right questions to achieve end objectives and to understand the role of design as a business tool became an important part of learning at Hidesign.
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