dy works experience design & retail credentials
DESCRIPTION
Experience Design & Retail Credentials for DY Works, a Brand Strategy and Brand Design firm based out Mumbai, India. DY Works caters to retail branding needs of customers across industries, including FMCG, Financial Services and B2B Verticals. For more information visit - www.dyworks.inTRANSCRIPT
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1998-00 2000 -02 2002-04 2004-06 2006-08 2008 -10 2010-11 2011-12
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’
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PERSONALITY
CULTURE
HUMAN NATURE
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UNDERSTAND
IMMERSION STRATEGY IDEATION
DESIGN TESTING FABRICATION
DEPLOYMENT
An Example of our robust process
RETAIL SYSTEMS PROCESS
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Brief to Design Definition
Ideation Understand Immersion Design Testing Deployment Fabrication Strategy
Client’s Marketing
Need
Mapping consumer
insights
Key Attributes and
Differentiators
BRIEF CONSUMER INSIGHT STRATEGIC THOUGHT
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• Immersion - The Mobile Store Case
Place: Mumbai
Stores
TMS Lower Parel TMS Eternity Mall Croma Thane Nokia Lower Parel
Big Bazaar Lower Parel Blackberry Andheri Planet M Andheri Vijay Sales Thane
Research Overview
Ideation Understand Immersion Strategy Design Testing Fabrication Deployment
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Mapping messaging requirements
Ideation Understand Immersion Design Testing Deployment Fabrication Strategy
Inspiration
Information
Action
= Graphics & Branding
= Instructions & Info graphics
= Promotions & Cross selling
Finding the optimal mix for the DY Works communication pyramid
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Mapping of project scope based on needs
Ideation Understand Immersion Design Testing Deployment Fabrication Strategy
Structures
Activation
Info graphics
Communication Maximum concentration
Adaptation
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Ideation to Design Testing
Refinement Ergonomic
Needs
Height of
Beauty
Assistant
Height of
Consumer
Consumer
Self Service
Usage / Wear
& Tear /
Refilling
Design Ideas Colors & Materials
Testing
Ideation Understand Immersion Design Testing Deployment Fabrication Strategy
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Fabrication & Deployment
Ideation Understand Immersion Design Testing Deployment Fabrication Strategy
Internalization and Vendor Briefing
Mass Production & Inspection
Daily Reporting
Weekly Client Meeting
Outstation Vendor Reviews
Fabrication Inspection Prototypes Packing & Deployment
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VA
LUE
DEPTH OF ENGAGEMENT
Consumer Behavior
Deployment Orientation
Path to Purchase
Experience Design
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Can the chocolate swirls inspire the shelves
Can the FSU be inspired by the form of the tall glass
How do we introduce the Hershey’s bottle
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FSU Elements
FRONT ELEVATION
HEADER GRAPHIC
DRINK SILHOUETTE STACKING UNIT
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MAIN FSU DESIGN
AT EYE LEVEL Create amazing Milk Drinks with Hershey’s Syrup
ENDURING VISUAL Dripping chocolate on milk
APPLICATION IDEAS Recipes for using Hershey’s Syrup with Milk
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MESSAGING EVALUATION
15 ft
Adding Hershey’s to
milk creates daily
excitement
FSU SILHOUETTE
5 ft
6 recipes for Hershey’s + Milk
RECEIPE CUT OUTS
At FSU
60 units of stock
Recipe booklets
STOCKING AREA BOOKLET HOLDER
Hershey’s Syrup makes Fantastic Milk Drinks
CORE MESSAGE
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RETAIL ENVIRONMENT
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BAY BREAKERS AND SHELF STRIPS
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STANDEE
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The Hero CATEGORY HEADER
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TABLE TOP WITH 6 PACK HOLDER
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RETAIL ENVIRONMENT
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Insight: Dispensers are placed on counter tops as well as
hung from hooks or nails.
The shopkeeper can easily
reach into the bag and pick
out a bar.
It is a re-sealable PVC bag.
The bag can be placed on
the counter as well hung
from a hook.
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Insight: Airspace is more easily available and store owners
are less reluctant to hang air dispensers as it does not
restrict their movement.
Plastic bar with notches
that can be hung from the
ceiling.
One, two or three
cardboard discs can be fit
into it depending on the
no. of notches.
Cardboard discs with
slots to hold bars.
View from the top
angle of dispenser
unit.
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Insight: Kirana shops have a no. of nails pushed into the
frames of shelves to hang dispensers.
Back of dispenser
can be shaped like
the ‘BAR ONE’ bar to
up the attraction
value and act as an
advertising tool
The pocket can be
made of cardboard
or acrylic.
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Insight: There is always a string available to hang sachets
of oils/shampoos so why not chocolates ?!
A string of PVC
pouches with the bar
inserted and hung
over the string.
A card branding
space is stapled to
both ends of the
runner.
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EVERY STORE HAS DIFFERENT SPACE AVAILABLE
They are cluttered and need dispensers that store and show that occupy minimum space
and make use of unused space, freely available.
And are strong, durable and fit for re-use.
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LAKME – RETAIL IDENTITY
THE CHALLENGE
DESIGN
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LAKME – RETAIL IDENTITY
COUNTER DISPLAY UNIT
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LAKME – RETAIL
IDENTITY FRONT COUNTER & BACK WALL DISPLAY
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LAKME – RETAIL IDENTITY
L SHAPE FRONT COUNTER
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LAKME – RETAIL IDENTITY
L-SHAPE COUNTER & BACK WALL DISPLAY
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E.g. Adaptation grids for Lakme ( horizontal scaling)
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E.g. Lakme Plan adaptation for different configurations
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Item: Flange
Size: 18" Diameter
Material : 4 colour printed on
Sunboard by screen printing
process with powder coated
m/s half circle pattis.
Cost: A) 3mm Sunboard Rs. 125
each. B) 5mm Sunboard Rs.145
each
C) Lit version @ Rs. 450 each
Solution 3C: Multiple solutions so that each store has its ‘best-fit’ solution.
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Item: FSU
Size: 70"H x 19"Left
Panel x 24" right
panel
Material: Left panel is
of 8mm Sunboard
with both side
branding. Right
panel is made up of
12mm ply to which
clear acrylic stand
hooked to hold
products. Top 12"
dia Flange back lit
Cost: Rs.7,900 per
FSU
Solution 3C: Multiple solutions so that each store has its ‘best-fit’ solution.
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Item: Wall Unit
Size: 40" H x 24" W Bowl x 30"
Kellogg’s band width
Material : Acrylic formed Kelloggs
backlit cut letters, white acrylic used
and bended to look like milk flow which
ends to acrylic bowl of 18" depth.
Cost: Rs.7600 each
Solution 3C: Multiple solutions so that each store has its ‘best-fit’ solution.
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Item: Fascia Glow Sign back Lit
Size: Any size
Material : Powder Coated Box with
Back-lit flex and lit by tube lights
Cost: Rs.210 per sq.feet with installation
Solution 3C: Multiple solutions so that each store has its ‘best-fit’ solution.
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Solution 3C: Multiple solutions so that each store has its ‘best-fit’ solution.
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Solution 3C: Multiple solutions so that each store has its ‘best-fit’ solution.
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Item: Wall Clock
Size: Plastic A) 9" Dia, B) 11" Dia, C) 12"
Dia
Material Multicolour Dial and Screen
printed Branding on it
Cost: Rs. Clock: 150-350 each, dial
printing Rs.20-50 each
Solution 3C: Multiple solutions so that each store has its ‘best-fit’ solution.
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Item: Pad Holder
Size: 6mm Sunboard, paper clip holder
Material : 4colour screen printing on
one side with cutout at bottom, top
paper holder 'V' Clip
Cost: Rs.39 each pad holder
Solution 3C: Multiple solutions so that each store has its ‘best-fit’ solution.
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Solution 3C: Multiple solutions so that each store has its ‘best-fit’ solution.
Item: Poster/s
Size: a) 14"x19“, b) 3 feet x 6 feet
Material : a) Printed by 4 colour offset
process on 170 gsm Sinar art paper
with matt lamination on front and 1"
gumming strip at the back of 14" side
top-bottom b) Printed on photographic
paper by on digital machine, matt
laminated and pasted on 3mm
sunboard.
Cost: a) Rs. 7.10 per poster, b) Rs. 85
per sq.feet, 3"x6"x85=Rs.1530 per
poster
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Item: T-shirt
Size: 100% Cotton- 210 gsm to 290 gsm
A) Polo, B) Round Neck
Cost: A) Polo- Rs. 155 to Rs.210. B)
Round Neck- Rs. 105 to Rs. 145
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Item: Badges
Size: 32mm, Printed on Aluminum
Cost: Rs.5.85 each
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Item: Display & Stocking Carousel
Size: 6’6"H x 24"W Top Acrylic dome
with branding supported by M/s powder
coated pipe which has 16 no.s of
revolving product holding flange.
Cost: Rs.18,500 each
Solution 3C: Multiple solutions so that each store has its ‘best-fit’ solution.
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Deployment Process: Proposed
A catalog/ order form sent to all sales managers
Sales teams to fill in order
forms
Material dispatched
Material deployed
High System Efficiencies
ENSURING 100% DEPLOYMENT THRU DYW-Kellogg’s CALL CENTER
1. Call Centre ensures 100% order forms filled
2. Deployment schedule is determined and communicated to all sales team/ outlets
3. Delivery is tracked and confirmed
4. Deployment is ensured thru assembly, set up and confirmation of same with DYW teams
Solution#3D: You monitor and track 100% deployment
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20 ft Circle of Impact Intrigues
Messaging hierarchy for Taj Mahal
What is your flavour today?
Flavour trail
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10 ft Circle of Impact Introduces & Emphasizes 20 ft Circle of Impact
Intrigues
Discover your flavour for the day
What is your flavour today?
Flavour trail
Messaging hierarchy for Taj Mahal
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5 ft Circle of Impact Educates
10 ft Circle of Impact Introduces & Emphasizes 20 ft Circle of Impact
Intrigues
The TAJ Experience -visual
-taste -smell
Discover your flavour for the day
What is your flavour today?
Flavour trail
Messaging hierarchy for Taj Mahal
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The Inspiration
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CONCEPT
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CONCEPT
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CONCEPT
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Taj Reading section
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ENTRY
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RECEPTION AREA
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FLOOR PLAN
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FLOOR PLAN
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DISPLAY UNIT
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INSIDE VIEW
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Drawer for iPad
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ELEVATION
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ELEVATION
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Immersive Store Experience
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Branding Solutions
Created signage options for the road
For the pavement
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Option for the bus stop
Options for Building- side view
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Use structure from the Corporate logo for the fence and entrance
Options for fence
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Options for Entrance
Extensions for Entrance
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Integrating the elements Day View
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Night View
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identity
Keeping the current holding unit is curve as an anchor, the form moves to a more natural and genuine form. The descriptor line is given its due prominence Adding the Godrej Mother Brand Logo mark in the negative space necessitates a white (premium & clean) predominance treatment
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The signage stays simple & direct and elegant in its rendition inside
The fresh green gets even more vibrant with the addition of drool appealing food and ingredient shots. These are interspersed with graphic renditions of international landmarks, thereby cuing our width and depth
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Rendered image for presentation
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Conversation starters embedded in merchandise which tell the shopper what can be combined with the food to allow her a culinary adventure
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The language from the Identity carried forward inside the show, with the product showcased in all its glory
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Vibrant, dynamic and appetizing, the ceiling skirting holds the look of the brand together with choice words propagating the experience itself
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The language from the Identity carried forward inside the show, with the product showcased in all its glory
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The wine wall carries the language of the store forward in a one way seeing vinyl separates the section and gives its own independent and cozy feeling
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Rotating cubes which form the secondary form for the store structures are used here again For the Meal Combo section they visually depict the dish and the recipe for it along with hosting the accompaniments
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Wine section 1
The core structure is in a woody veneer to give it a warm cellar like feel. The stacking is done by countries making it easier for the consumer to navigate through the choices as much as pushing the place of origin story
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Wine section 2
The centre of the wine section carries the education thought forward in a cuboid unit which has a bottle of wine and possible accompaniments on it, selling the idea and method of consumption
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Wine section 3
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A mobile & independent unit which allows for stacking as well as messaging
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Graphic coming in seamlessly on the wall brings out a slice of life feel
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Back-lit panel, clear acrylic, both side printed
View: Wall A (Concept Wall)
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View: Directional Panel
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Graphic coming in seamlessly on the wall brings out a slice of life feel
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Back-lit panel, clear acrylic, both side printed
View: Wall A (Concept Wall)
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View: Directional Panel
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Retail Space Design
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ISLAND
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Castrol Biker Zone
Providing a customized experience to involved bikers
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