Minor Project - Silibles
24 April 2024 - 29 July 2024 / Week 10 - Week 14
Sim Jia Min 0349784
Advanced Interactive Design / Bachelor of Design (Hons) in Creative Media
/ Taylor's University
Minor Project
INSTRUCTIONS (MIB)
Briefing
- The module involved selecting a client from a provided list and working with them to develop a branding solution
- The process included conducting target audience research, empathy research,
and creating a project proposal, among other tasks
- We were given several samples and a detailed briefing on what needed to be
accomplished
- Before choosing a client, we received an in-depth briefing on each project
Figure 1: Project Briefing
Task 1: Project Proposal
My group is working on the Brandialogue for this project, we chose Silibles,
a silicone foodware e-commerce brand. The goal is to develop a social media
campaign for content creation, visuals and more for 6-month period.
1. Research
Our first step of the task is to do fundamental research based on foodware
materials to have a basic understanding of food ware materials, with a focus
on silicone, also study other existing foodware brands. We look for some
online sources for the necessary info and make some notes on Miro board.
Miro board link: https://miro.com/app/board/uXjVKMli5AA=/?share_link_id=733245993618
Our research can be concluded into several key parts:
1. Study about silicone
2. Study about food-grade silicone
3. Study about silicone VS other foodware materials
4. Study about other existing foodware brands
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Figure 1.1: Study about silicone as foodware material |
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| Figure 1.2: Study about silicone and silicone VS plastic |
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| Figure 1.3: Study about food-grade silicone |
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Figure 1.4: Study about food-grade silicone |
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| Figure 1.5: Study about silicone VS other foodware materials |
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Figure 1.6: Study about silicone VS other foodware materials |
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Figure 1.7: Study about other foodware brands |
In the meantime, we are also preparing for the first meeting with the
Brandilogue client, Mr Damien. We are advised to prepare some questions
to ask during the Q&A session so that we won't miss out any
necessary info about Silibles. We listed out some potential questions
that should be covered during the meeting.
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| Figure 1.8: Questions to ask |
2. User personas
After wrapping up the fundamental research, with a basic understanding
of silicone as foodware materials, we proceed to list out a few user
personas. These personas were developed to help structure our
potential survey and interview questionnaires, as the personas can serve
as a guide for us to target the potential silicone foodware users more
effectively.
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| Figure 2.1: List of user personas |
Some questions for different personas also were listed down, the purpose of this is to serve as a guide/reference for the survey and interview questionnaire.
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| Figure 2.2: Potential questions based on different personas |
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Figure 2.3: Potential questions based on different
personas |
3. Survey & Interview
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| Figure 3.1: Survey demographic questions |
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| Figure 3.2: List of potential survey questions |
Survey link: https://docs.google.com/forms/d/e/1FAIpQLSfVSpz7vyh_e_1Gye4WmI4JShJsbg5nGUeGVJ_N2C5rDNEQ0Q/viewform?usp=sharing
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Figure 3.3: List of interview questions |
After sending the survey out, we successfully received 99 responses within a
week, our target was around 90 responses. Then we closed the survey and
started making a survey data summary, and evaluated the responses.
Figure 3.4: Survey data summary
4. Empathy Map
After the interview, the info that was collected from the interview is
concluded on the empathy map, the purpose of this is to empathise and
understand the needs and pains of the foodware users, so that the brand
can provide solutions to satisfy the needs.
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| Figure 4.1: Empathy map |
5. User Personas & User Journey Map
Based on the list of personas we had, we ended up picking 3 personas and
concluded the info and behaviour of them based on their personal preferences
with foodware.
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| Figure 5.1: Persona 1 - Mother who packs food for family |
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Figure 5.2: Persona 2 - Working adult who commutes to work |
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| Figure 5.3: Persona 3 - Frugal uni student who commutes to campus |
After the personas were concluded, we jumped to the user journey map based
on the 3 personas.
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| Figure 5.4: Journey map of persona 1 - mother |
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6. Insights + Problem Statement + How Might We
We then proceeded to input the information on the insights discovery based
on the data that we gained.
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| Figure 6.1: Identify issues and themes |
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| Figure 6.2: Insight statements from all team members |
Based on the data and insights, the team concluded a problem statement and
"how might we" that basically covers the key points that need to be proposed
for Silibles.
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| Figure 6.3: Problem statement |
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Figure 6.4: How might we? |
7. Design System
After all the research, data collection, user personas, final statement
done, we finally able to proceed to the visual part of this project,
building a design system. The team had a meeting to discuss about the design
direction that is suitable for Silibles, we also throw the visuals, colours
and fonts into the mood board. We end up come up with a few keywords for the
visuals: Bento, japanese food elements, curvy lines & edges. As the mood
board is quite messy for now, me and Xinyan as the graphic design team are
in charge of arranging the mood board and solidify the design direction,
also come up with logo sketches.
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| Figure 7.1: Initial messy mood board to throw in all of the ideas |
Xinyan and I then proceeded to arrange the mood board with keywords like
bento box, compartments and japanese food elements.
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| Figure 7.2: Refined moodboard |
During the consultation with Mr Mike, he mentioned that the mood board
seems doesn't work together quite well, we were advised to look for more
visuals and solidify it.
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| Figure 7.3: Initial design system |
Another important feedback from Mr Mike is that the design system doesn't
really cover the keywords from our problem statement. To remind ourselves
while doing the designs, we listed down the keywords: eco-friendly, heatable, durable, easy to clean, travel-friendly,
convenient, feels safe, assurance of quality, high value, and
functional. Mr Mike also mentioned that it is not possible to cover all the keywords
in one logo, we can pick a few of the keywords that represent Silibles the
best to apply them in the logo.
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| Figure 7.4: Final brand mood board |
After reconsidering the design direction with the keywords, Xinyan and I
finalised the brand mood board with keywords like: Modern & innovation, Bauhaus-inspired, compartments, quality
& functionality. The reason behind the Bauhaus style-inspired direction is because the
column structure of Bauhaus art resembles the food container
compartments, the purpose of this direction is to show the functionality
of the food container while having a modern and fun
interpretation.
Logo sketches progress:
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| Figure 7.5: Logo sketches in different styles (by Jia Min & Xin Yan) |
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| Figure 7.6: Final logo design in black and outline (by Jia Min) |
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| Figure 7.7: Logo colour explorations (by Jia Min) |
Figure 7.8: Final design direction by Jia Min & Xin Yan
8. Final Presentation
The first step for final is to come up with the customer journey map of
Silibles, the purpose of this is to build the step-by-step process of how
customer can engage with Silibles: discovery - consideration - decision -
service - follow up. We can also refer to the touchpoints from each stage to
carry out the final content creation for the Silibles social media brand
campaign.
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| Figure 8.1: Silibles's customer journey map |
We also planned the work distribution with Gantt Chart so that the whole team can know who is working on which specific area, and the deadline for each specific area, to ensure the project timeline is working well.
Gantt chart link:
https://docs.google.com/spreadsheets/d/1NZxSA_6xHe6IyiNy8YiMWmh5G9FJB2-hob9dmlVevjc/edit?usp=sharing
Key Visuals
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| Figure 8.2: Initial visuals and promotional content by Jia Min and Xin Yan |
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Lunch Box Wrap
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| Figure 8.4: Lunch box wrap (Left: Draft, Right: Final) |
Link to the image folder:
Packaging and Product Manual
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| Figure 8.5: Packaging & Product Manual (Left: Draft, Right: Final) |
The product manual on the bottom is a card that wraps around the silicone lunch box, with
necessary info like product info, safety info and cleaning tips.
The Silibles graphic elements are also included in the designs.
Link to the image folder:
Instagram Post Content & Ads
The design idea of Instagram content is to apply graphic elements on them to
maintain a certain consistency, and always apply the Silibles logo. We came up
with the idea of including educational content to let potential customers
learn more about silicone material as a way to persuade them to start using
silicone foodware, and also to market Silibles as a brand that uses food-grade
silicone that is totally safe and beneficial to use. The team came up with
educational content like: benefits of food-grade silicone, silicone VS other
foodware materials and silicone & its sustainability.
For the designs, we applied Silibles graphic elements and maintained the brand colours to convey branding consistency.
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| Figure 8.6: Initial progress of Instagram content |
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Figure 8.7: Educational Instagram posts |
As for the ads, there are both static ads and video ads. The purpose of these ads is for viewers to click on the "Learn More" button (it's a feature of Instagram ad), and link to the Silibles website.
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| Figure 8.8: Instagram ads - promotional posters |
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Figure 8.8: Instagram ad - video |
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| Figure 9.1: Instagram ad on mockup |
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| Figure 9.2: Instagram ad on mockup |
Educational posts image folder link:
Ads image folder link:
Emails (Order confirmation, invoice, follow-up email)
To make the experience more authentic, emails are also included in the
touchpoints. Customers will receive an order confirmation email once they
make a purchase. Then an invoice when they receive the products. Lastly, a
follow-up email a few months after they receive the products.
The designs use the same Silibles graphic pattern that was applied on the lunch box wrap as the background while applying the text information on the front.
The bottom part of the email is the footer, which includes CTA buttons for Silibles website (in the middle) and contacts (on the right).
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| Figure 9.3: Emails |
Brand guideline
Figure 9.4: Brand guideline progress (draft)
FINAL SUBMISSIONS
1. Sililbles Proposal
Minor Project - Brand Proposal
by Group 5 Silibles
2. Silibles Final Presentation Deck
All important links:
FEEDBACK
Link to weekly feedback, consultation notes and reflections:
REFLECTION
Overall, this module provided a comprehensive learning experience that emphasized the importance of in-depth research, user-centred design, and consistent branding. From the initial briefing to the final presentation, each step of the project required careful consideration of both strategic and creative elements. The thorough research on foodware materials, particularly silicone, laid the groundwork for informed decision-making throughout the project. Although I was getting bored with the length of the research and data collection process, all these foundations allowed us to understand more about silicone as foodware material and the needs of foodware users, which in turn guided our design direction and communication strategy.
This project was also a great learning experience that highlighted the connection between research, data collection, empathy stage, design, and strategy in brand development. The challenges I faced, such as refining the design direction and ensuring the consistency of our visual elements, these challenges strengthened my understanding of what it takes to create a branding campaign, also learned from all the attempts.
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