FOR GENUINE GOODS
MADE IN DESIGN
The Hong Kong Polytechnic University, School of Design
SD5104 Branding From Local to Global Strategies
Branding Project
Tu...
Trends of reviving and repurposing
local production / cottage industries for
urban livelihood with design and new
technolo...
Mass Production in China:
- The workers in China, who will receive 13.6% increase per year (under 5-Year
Plan) in their mi...
http://www.bbc.com/news/business-31527888
DesignDirect : how to start your own micro brand / Roger Ball with Heidi Overhil...
According to UNESCO, the safeguarding of traditional crafts is to ensure that the
knowledge and skills associated with tra...
http://en.wikipedia.org/wiki/Sharing_economy#Unused_value_is_wasted_value
Social Value - Sharing Economy
A new economic mo...
http://www.thebrokeronline.eu/Blogs/Employment/The-next-industrial-revolution
There are significant changes in both the gl...
Made in Hong Kong
Hong Kong had a very successful manufacturing industry starting from 1950s which
lasted through the 70s ...
What is DM - Design / Make?
http://www.hkmemory.hk/collections/postwar_industries/industrialization_in_postwar_hong_kong/i...
The target customers are a group of urban dwellers inhabit major
cities in the world.
Their age is between 18 and 45. They...
Emotional Touchpoints
http://monocle.com/gallery/magazine/60/food-briefing/5/
https://www.pinterest.com/pin/21673580079059...
To the urbanites* who care about finesse in quality goods manufactured by dedicated
artisans (Target Customer), Design / M...
http://www.jimthompson.com/index.asp
http://www.squarestreet.se/
http://www.d-department.com/jp/
http://www.shinola.com/
h...
Concept Design
Logo Exploration
The name Design / Make came from the essential elements of the brand - we design and make genuine product...
Final Logo
- The logo symbolizes the process of design and make, which artisan shapes a form from a block of raw material ...
Conceptual Design
Traditional Craftwork
New Manufacturing Techniques
Innovative Artisanal
Products
Repurposed
Crafts/Skill...
Prepurchase
(relationship
development)
Post Purchase
Relationship
management
Usage Investment
Consider
Evaluate
BuyExperie...
Serve Customers
Fill Orders
Develop
Products
Brand Touchpoint Analysis - Design / Make
-In-house Design team
conceptualize...
Zing
Asian Top Makeup Artist
Vicky LAU
Asia’s Best Female Chef
Brand Champions
Andre FU
Acclaimed Asian Interior Designer
...
Product
Design / Make fuses traditional craftwork from artisanal makers and latest techniques from digital
manufacturing.
4 collec...
Product
leatherware
Product
Leatherware
Clean lines of form language, leather pieces were
prepared using laser cutting technology and beautifu...
stoneware
Stoneware
Combining the creativities of the designers and the mix of
craftwork and computer aided manufacturing (e.g. CNC
...
metalware
Metalware
With the use of 3D Printing technology and traditional craftwork, a clean
looking yet sophisticated piece of jew...
woodware
Woodware
Great wood craftwork with CNC manufacturing techniques (e.g. lathe) yields a set
of interesting experimental wood...
Price
$$$$
High
Quality
Price
Price Range
http://www.jimthompson.com/index.asp
http://www.squarestreet.se/
http://www.d-departme...
Price Analysis - Leather Wallet
http://www.15squarestreet.com/collections/leather-goods/products/sq11-black-back-pocket-wa...
Promotion
Richness
Reach
Design / Make makes use of
both traditional and new media
to raise its richness and reach
position.
Website...
Website
www.dandm.hk
Online Catalogue
Online Store
Blogs
News
Prints and Magazine
PrintsMonocle Magazine
Design / Style Blog
Gear patrol
http://gearpatrol.com/
http://www.highsnobiety.com/
Highsnobiety
Social Media
Facebook Page
14568
16
8
Place
Flagship Store Location
CREATIVE INDUSTRIAL AREA / KWUN TONG / HONG KONG
Pop-up Store Location
PMQ / CENTRAL / HONG KONG
Brand Development
Phase 1 Phase 2 Phase 3
Start
Design / Make as
Primary Brand
Collaboration with
regional / global
makers...
FOR GENUINE GOODS
MADE IN DESIGN
Thank You
of 46

PolyU_MA_DM_JW

Published on: Mar 4, 2016
Source: www.slideshare.net


Transcripts - PolyU_MA_DM_JW

  • 1. FOR GENUINE GOODS MADE IN DESIGN
  • 2. The Hong Kong Polytechnic University, School of Design SD5104 Branding From Local to Global Strategies Branding Project Tutors: E. P. Greer Jorn Buhring Chung Sing, WAN 14033563G & Ka Wai, NG 14013641G March, 2015
  • 3. Trends of reviving and repurposing local production / cottage industries for urban livelihood with design and new technologies, encouraged by sharing economy and sustainable development. Trends of starting up small designer brand with small-scale production for niche market. Manufacturing Social Value Design Macro Trends of Design and Make http://kokobanana.com/?p=341 Trends of manufacturing is shifting from Mass Production to Boutique Manufacturing in global and regional perspectives.
  • 4. Mass Production in China: - The workers in China, who will receive 13.6% increase per year (under 5-Year Plan) in their minimum wages - And the increase will result in the downsizing—or complete closing—of 1/3 of Hong Kong’s 50,000 factories in China - Huge Investment in toolings and production equipment http://www.china-briefing.com/news/2014/07/08/chinas-rising-manufacturing-costs-challenges-opportunities.html DesignDirect : how to start your own micro brand / Roger Ball with Heidi Overhil, Hong Kong : PTeC, 2012 Manufacturing - Current Challenges
  • 5. http://www.bbc.com/news/business-31527888 DesignDirect : how to start your own micro brand / Roger Ball with Heidi Overhil, Hong Kong : PTeC, 2012 Manufacturing- The Model Change Global and Regional, Artisanal and Digital Manufacturing in 21st Century: - New technologies create a better opportunities for small businesses, niche market, limited edition, customization, prototyping and just-in-time supply chains - New manufacturing trend is fast, flexible, responsive, cheap and it no longer has to cater to the mass - Over 75% of US manufacturing firms employ 20 or fewer employees, make up only 9% of US manufacturing jobs, but have been growing and creating jobs since the recession
  • 6. According to UNESCO, the safeguarding of traditional crafts is to ensure that the knowledge and skills associated with traditional artisanry are passed on to future generations so that crafts can continue to be produced within their communities, providing livelihoods to their makers and reflecting creativity. http://www.unesco.org/culture/ich/?pg=57 Social Value - Crafts
  • 7. http://en.wikipedia.org/wiki/Sharing_economy#Unused_value_is_wasted_value Social Value - Sharing Economy A new economic model that is built around the sharing of creation, production, distribution, trade and consumption of goods. It takes information technology to empower individuals with information that enables distribution, sharing and reuse of excess capacity in goods and services. As a result, when information about goods is shared, the value of those goods may increase, for the business, for individuals, and for the community.
  • 8. http://www.thebrokeronline.eu/Blogs/Employment/The-next-industrial-revolution There are significant changes in both the global economy and the technological landscape that will dramatically shape employment in the design and manufacturing sector in the near future….trends such as the digital revolution and the ‘democratization’ of design and manufacture are now converging. They are leading towards boutique local manufacturing and branding. Design - Paradigm Shift
  • 9. Made in Hong Kong Hong Kong had a very successful manufacturing industry starting from 1950s which lasted through the 70s before it transited to a service focused economy. During these period many skilled manufacturers and makers had contributed to make Hong Kong a successful manufacturing powerhouse in the region. Although many of them faded as most industries had moved North to Mainland due to reduction of cost, some of the very skilled producers still exist and it would be good for future competitiveness to fuse traditional making with technological manufacturing techniques to create a new kind of “industrial revolution” in Hong Kong. http://www.hkmemory.hk/collections/postwar_industries/industrialization_in_postwar_hong_kong/index.html#&panel1-6 http://en.wikipedia.org/wiki/Manufacturing_in_Hong_Kong
  • 10. What is DM - Design / Make? http://www.hkmemory.hk/collections/postwar_industries/industrialization_in_postwar_hong_kong/index.html#&panel1-6 http://en.wikipedia.org/wiki/Manufacturing_in_Hong_Kong DM - Design / Make, is a label that represents a new era of design with local and regional, artisanal and digital manufacturing capabilities in 21st century. DM is also a design community for reviving and repurposing local production and cottage industries for urban livelihood and lifestyle. Last but not least, it is a passionate designer-maker’s brand that embraces the arts of designing and making of genuine everyday goods. Let’s DMHK>CN>SG>TW>JP>UK...
  • 11. The target customers are a group of urban dwellers inhabit major cities in the world. Their age is between 18 and 45. They are affluent consumers with an optimistic outlook about life. They enjoy both subcultural and contemporary lifestyle. They are aware of media and culture. They are sensitive about brand and trend. They live a meaningful and experience-rich urban life, with emphasis not only just in career or money. They look for fulfilment from work and also enjoy companies from like-minded friends. They live a responsible life as urban consumers. http://mechanicaldummy.com/2013/08/how-to-ride-a-bike-in-tokyo/ http://www.istockphoto.com/article_view.php?ID=1679 Target Customers
  • 12. Emotional Touchpoints http://monocle.com/gallery/magazine/60/food-briefing/5/ https://www.pinterest.com/pin/216735800790597618/ http://www.dailydot.com/lifestyle/tokyo-faces-photography-blog-style/ http://www.lolitas.se/index.php/2009/12/13/gunnar-knechtel-barcelona-dwell/ dress live eat move Design/ Make portrays the urban lifestyle through the following 4 aspects of life, - dress in style - eat organic - live simple - move eco-friendly
  • 13. To the urbanites* who care about finesse in quality goods manufactured by dedicated artisans (Target Customer), Design / Make is a brand of high quality goods (Frame of Reference) with an emphasis on innovativeness, traditional crafts, new manufacturing techniques, and a tinge of human touch that could not be found in mass production goods (Point of Difference), backed by a group talented creative professionals and skillful craftsmen (Reasons to Believe). *http://www.urbandictionary.com/define.php?term=urbanite Brand Positioning Statement
  • 14. http://www.jimthompson.com/index.asp http://www.squarestreet.se/ http://www.d-department.com/jp/ http://www.shinola.com/ http://www.untothislast.co.uk/ Boutique Manufacturing Mass Manufacturing Niche Market Mass Market Category Review - Competitor
  • 15. Concept Design
  • 16. Logo Exploration The name Design / Make came from the essential elements of the brand - we design and make genuine products for the urban consumers. Various styles of the Design / Make logo were explored
  • 17. Final Logo - The logo symbolizes the process of design and make, which artisan shapes a form from a block of raw material to form the silhouette of the letter D and M. - The height and width of the form D and M are proportioned in golden ratio. - The dotted line used in the words of Design / Make symbolizes the punch mark used during craft making. - The round version of the logo acts as a stencil, which creates space for collaboration and imagination.
  • 18. Conceptual Design Traditional Craftwork New Manufacturing Techniques Innovative Artisanal Products Repurposed Crafts/Skills Sustainable Design Ecosystem Brand Prism
  • 19. Prepurchase (relationship development) Post Purchase Relationship management Usage Investment Consider Evaluate BuyExperience Advocate Bond -Print Advertisement -Company Website -Magazine Feature/Interview -Design Blogs -Facebook Page -Pinterest -Tweeter -Online Stores -Physical Stores -Pop-up Stores -Reviews -Word of mouth -Feel the product in stores -Online Stores -Physical Stores -Pop-up Stores -Shopping experience -Blog and Discussion Forum -Community in social network -Membership and newsletter -Visits to workshops -Seminars/meetings with makers -Good quality material and highly skilled craftsmanship -Emotional fulfilment and connection with designer / maker when using the product Brand Touchpoint Analysis - Customer
  • 20. Serve Customers Fill Orders Develop Products Brand Touchpoint Analysis - Design / Make -In-house Design team conceptualize product with local and regional makers and manufacturing companies -Make use of traditional artisanal crafts and new technologies (e.g. 3D print, CAD, CNC machining) -Credits to designers and makers of the product -Small volume local/regional production to reduce carbon footprint* -Manufactured when order (allow customization) -Think like a customer -Professionalism in serving customers -Good product knowledge -Consistency in service throughout all stores and customer related service (e.g. after sales, networking) *http://www.custommade.com/buy-local/
  • 21. Zing Asian Top Makeup Artist Vicky LAU Asia’s Best Female Chef Brand Champions Andre FU Acclaimed Asian Interior Designer The 4 brand champions represent each elements of the Design / Make product collection. Each one of them is the top professional in his/her own realm. Hung LAM Top Brand and CI Designer
  • 22. Product
  • 23. Design / Make fuses traditional craftwork from artisanal makers and latest techniques from digital manufacturing. 4 collections - Leatherware, Stoneware, Metalware and Woodware were chosen as the pilot range of products for Design / Make. Product Range
  • 24. Product leatherware
  • 25. Product Leatherware Clean lines of form language, leather pieces were prepared using laser cutting technology and beautifully hand sewn by skillful craftsmen. 1 2 3 4 5 1 Passport Holder 2 Wallet 3 Card Holder 4 HH Device Holder 5 Utility Pouch
  • 26. stoneware
  • 27. Stoneware Combining the creativities of the designers and the mix of craftwork and computer aided manufacturing (e.g. CNC milling). Stoneware collection portrays both elegance and strong forms using stone material. http://hong-kong-economy-research.hktdc.com/business-news/article/Hong-Kong-Industry-Profiles/Jewellery-Industry-in-Hong- Kong/hkip/en/1/1X000000/1X001DFI.htm 2 1 Stone Tray 2 Stone Vase 1
  • 28. metalware
  • 29. Metalware With the use of 3D Printing technology and traditional craftwork, a clean looking yet sophisticated piece of jewelry is born Geometric Gold Pendant
  • 30. woodware
  • 31. Woodware Great wood craftwork with CNC manufacturing techniques (e.g. lathe) yields a set of interesting experimental woodware products. 1 Wood Beaker 2 Wood Conical Flask 3 Wood Test Tube and Rack 1 2 3
  • 32. Price
  • 33. $$$$ High Quality Price Price Range http://www.jimthompson.com/index.asp http://www.squarestreet.se/ http://www.d-department.com/jp/ http://www.shinola.com/ http://www.untothislast.co.uk/
  • 34. Price Analysis - Leather Wallet http://www.15squarestreet.com/collections/leather-goods/products/sq11-black-back-pocket-wallet http://www.shinola.com/shop/leather/bifold-wallet.html USD65.00 USD125.00USD95.00
  • 35. Promotion
  • 36. Richness Reach Design / Make makes use of both traditional and new media to raise its richness and reach position. Website Prints and Magazines Design Blogs Social Media Richness and Reach
  • 37. Website www.dandm.hk Online Catalogue Online Store Blogs News
  • 38. Prints and Magazine PrintsMonocle Magazine
  • 39. Design / Style Blog Gear patrol http://gearpatrol.com/ http://www.highsnobiety.com/ Highsnobiety
  • 40. Social Media Facebook Page 14568 16 8
  • 41. Place
  • 42. Flagship Store Location CREATIVE INDUSTRIAL AREA / KWUN TONG / HONG KONG
  • 43. Pop-up Store Location PMQ / CENTRAL / HONG KONG
  • 44. Brand Development Phase 1 Phase 2 Phase 3 Start Design / Make as Primary Brand Collaboration with regional / global makers’ brands (with Ingredient/ Service Brand) 1st Year 2nd Year Develop Sub-brands
  • 45. FOR GENUINE GOODS MADE IN DESIGN
  • 46. Thank You

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