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For my project, I designed two collections (for Autumn Winter) for the company ‘Pinnacle Retail’ for the launch of its domestic home furnishing brand ‘House This!’
The project had three phases.
The first involved understanding the market, existing competitor brands, and the target customer: ‘the upwardly mobile young working professional’. I participated in brand building exercises where I participated in deciding the signature look, techniques and the set up of the vendor base, product development etc.
The second phase involved conceptualizing two themes and then developing products across a full range of home furnishing products within each collection. The themes had to create the first impressions for the brand identity and be refreshingly different. The final themes that I worked on were ‘purple’ and ‘urban landscape’. Purple was a theme that celebrated the color purple and highlighted its virtue of boldness, vibrancy and its innate unique nature through various objects that adorn this color. Urban landscape was an idea that emerged from the roads, road signs and vehicles of Delhi.
The third phase involved the production aspects. Assisting in identifying the vendor base gave me insights into the quality control issues, minimum quantities and networking.
I also created a comprehensive document on the design philosophy of the brand where I have provided a designers point of view about its brand identity, look, marketing, product innovation, forecasting, production, distribution, promotion and human resources.
It was a fabulous experience to be closely involved in the initial set up of the brand and to be able to contribute to it with my ideas. |
