SPATIAL DESIGN AS A TOOL FOR
BRAND DEVELOPMENT

PROJECT BRIEF

The primary focus of this studio was to build design approach for brand building through spatial design. While brand building appears to be an exercise in marketing, it is equally an exercise in spatial design. Course span was of 14-15 weeks. I had liberty to choose my own brand and had to develop an interpretation of brand’s overall strategy and produce spatial design solutions that contribute in its brand building.

Why

Brand Identity Development

Who

Doodlage, Upcycling Fashion

How

Experience Retail store

AIM

To develop an offline mode for the brand- “Brand Image”. First flagship experience store for the new growing brand.

PROCESS

RESEARCH- WHY THE BRAND

This new growing brand is perceived as today’s brand, a brand which is young and fresh but on a same note , currently haves a perception of brand being only for highly status people which somewhere not only diverts from its target but also goes against their moto. This brand would be benefited if it develops a Brand image that it is a brand for “every day and everyone” providing with chic bold and trendy casual wear, formal wear and even festive wear. Their first flagship experience store should be so highly engaging and impactful that by just one visit the consumer would get an idea of brand being focused about “upcycling and Fashion”.

Target Audience

Brand Understanding

Creating an ambience that not only engages the consumer but als gives them an outlook of brand. Ambience which is bold dynamic yet giving sustainable look.

Developing the brand image to increase their business. Building its very brand identity of it being for anyone and everyone.

Brand Target Perception

Brand Unique Selling Point

Since most products are made using deadstock fabrics or repurposed vintage clothing,everything is made in limited editions. this gives DOODLAGE the oppurtunity to experiment with styles and cuts. It allows them to tailor small runs to a specific type of customer.

The limited edition nature of each product also creates a sense of urgency for their fans. if somebody likes something, they need to purchase it straight away, otherwise it sells out forever and cant be replicated. Doodlage has used this to their advantage, driving sales and creating a customer that is ore like a collector.

The way the products come out following a dedicated process which is in itself a high effecient way of getting deadstock is what makes it different from it competitors.

BRAND UNDERSTANDING- WHO

Doodlage

Upcycling Fashion, new age brand that had a clear intention of coming in market with a concept of spreading awareness about sustainably and zero waste fashion has been given a fresh breath of life by Doodlage, one of the freshest and fashion-forward Indian labels today. Since the brand is targeting to an audience which is young, energetic enthusiastic, and conscious about new upcoming fashion trends. It’s clearly not just for women of the society but also for the men who follow fashion and are society changers. Consumer range which is today’s generation and can be a help to society by all means.

Brand Touch Points

Other Touch Points

HOW-THE BRAND

Design Goal

Their first flagship experience store should be so highly engaging and impactful that by just one visit the consumer would get an idea of brand being focused about “upcycling and Fashion”. Providing that feel of space which boosts in organic feels and indicates eco-friendly manufacturing process of their product.

Space Ambience

Product Matrix

A detailed idea about their main “brand product”, and its type to categories. I did a detailed study of their list of products to quantities

Competitor's Products

Doodlage's Products

Customer Experience

Visual Merchandise

Presenting or displaying products in a way that makes them visually appealing and desirable. Designing and visualizing the product selling appeal, Product Display.

Environmental Graphics

It embraces many design disciplines including graphic, architectural, interior, landscape, and industrial design, all concerned with the visual aspects of way finding, communicating identity and information, and shaping the idea of creating experiences that connect people to place.