Guap Clothing

Guap Clothing
Our store is called Guap. The term "guap" is slang for any high amount of money. We chose the name because it resonates with our target audience, which is young people interested in street wear. We weren't worried about having a name that is long lasting and timeless as our store is only going to be up for one night. Because of this guap is a perfect name for our store because it's very current and a bit different to other store names on the market.
We wanted the design of the brand and logo to be very industrial, utilising geometric shapes. This is because our store is going to look very industrial because of our materials and constraints and we want our brand to suit this. The logo, like the name, is very simple and easy to remember. It is a triangle that resembles a lower case 'G'. 

Moodboard

The Stall

Our stall is designed to look similar to an actual clothing shop. We have a counter, a clothes rack and some shelving for display. The shelving will display our packaging and product in an aesthetically pleasing way and the rack will be a display of one of each of our shirts.

The Packaging

Mockups

Post Presentation Debrief
The feedback we got on our presentation was mostly positive, we just need to further develop our ideas. We need to think about how to make our stall stronger because if we just use the cardboard sheet with no reinforcing it wont be strong enough to hold anything so more work needs to be put into the stall design. Another thing to think about is our logo, the symbol is hard to see as a lower case G which makes the whole logo hard to read. We are currently redesigning the logo and thinking of better ways to present our brand.

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Whites Dispensary: The Whole Concept

How does the company integrate packaging, branding and display to give you an all round idea of their brand?
As a pharmacy, Whites Dispensary does not make its own products so they cannot have control over the product packaging. However, they do have control over the branding and display of the stores. The store is set out very differently to a regular pharmacy and uses very different materials, giving them a very unique branding in the pharmacy industry. The store display uses raw timber and has a very industrial feeling. The store uses handmade, bespoke items and helps give the store a friendly warm and industrial feel. Walking into Whites Dispensary you automatically get an idea of the branding and how it is unique to most pharmacy's now.

What does the brand "say" to the customer and why would someone pay more for this brand than another brand selling a similar product?
Pharmacy's generally all follow the same design and branding as each other. It is an industry that hasn't changed its visual identity in Australia in years. I personally have worked in 4 different pharmacy's and they all have a nearly identical layout and aesthetic. Pharmacy's generally look very clean and clinical with a large dispensary area at the back, rows of shelving on the pharmacy floor with a cosmetics and beauty area on the side. Whites Dispensary has completely changed this in their pharmacy design. Whites Dispensary now stands out from the crowd and makes customers remember them. They materials used in the store are much higher quality compared to a lot of other pharmacy's which gives the customer the impression that the products are too, although it is selling a lot of the same products as a discount pharmacy would. Although, along with selling the normal products a pharmacy would sell, this also gives them the opportunity to sell high end brands such as Channel and Dior.

What materials have they used to achieve the overall "look" and feel of the interior and what does this "say" about the company?The company have thoroughly thought about every material used in the store design, packaging and display. The material for the checkered floor tiling is porcelain sources from Portugal. This was because it looks much higher quality compared to vinyl tiling and doesn't discolour over time. On top of this porcelain tiling is a high quality carpet made to look like grass. Marble is used for the counter tops in the store. There store has a very industrial look and uses raw timber and concrete materials in the store. There are unique custom light fittings in the store which help give the store it's brand image. The signage in the store are all handmade which help give the store a trustworthy 'local' feel to customers. All of these materials and displays tell the customer that the pharmacy is trustworthy, new and on trend, but also very high quality.

 



References
DesktopMag,. (2014). Alchemist charm for White's Dispensary, by Studio Equator | Desktop. Retrieved 8 September 2015, from http://desktopmag.com.au/project-wall/alchemist-charm-for-whites-dispensary-by-studio-equator/#.VfeWxdOqqko

Architecture And Design,. (2015). Durable interior finishes to help Whites Dispensary by Studio Equator age gracefully | Architecture And Design. Retrieved 8 September 2015, from http://www.architectureanddesign.com.au/projects/large-commercial/durable-interior-finishes-to-help-whites-dispensar

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Retail Display Research

For my retail display research I went to Woolworths to look at the various ways their produce and products were being displayed and what message this was conveying to the consumer.

How does the display of products in a supermarket vary?
The displays in the supermarket varied quite a lot depending on what was being advertised. In the Woolworths that I went to there was a stand advertising Homebrand products which was very plain and didn't have any colours other then red. The poster was very simple and focussed on the customer saving money and the products being cheap. 

This Woolworths had a sushi stand with a chef making sushi. The display of this sushi stand had a banner with photos of sushi and some information about the sushi. You could see into the kitchen where the chef prepares the sushi and see all the ingredients and equipment. The sushi was then packaged and laid out on a shelf that had ice cubes visible under a plastic layer. This all shows freshness and quality and a sense of professionalism and restaurant quality. 

The difference between the display of these two products at Woolworths shows how Woolworths portrays their products to the customer and how they can convince a customer to spend more on a box of sushi then they may otherwise do if it were just sitting on a shelf. It also shows how they convey what is a cheap deal for a product and show people that if they want to save money they can buy homebrand items.


What does the display say about the products (ie. how are the vegetables displayed and how does this convey an idea about "freshness")?
The vegetables are displayed on cardboard boxes that have a print on them to make it look like wooden crates. This gives the customer the idea that it is similar to a fresh farmers market and that all the ingredients are fresh. Hanging from the ceiling above the fruit and vegetables was fake vine leaf plants. This also helps convey freshness to the customers as if the produce is fresh from the vines.

What visual clues are given in a supermarket display to make you feel something about a product (ie. excitement because the product is "new" or to give you an idea about the "quality" or "freshness" of a product)?

Woolworths uses many visual clues to the customers and shows them what to expect from the products they are buying. The fruit and vegetables are made to look fresh with the look of a farmers market and the vine leaves hanging. The sushi is made to look fresh and high quality as it is made right before the customers eyes in a mini kitchen. The homebrand items are made to look cheap and as if you are getting a good deal from buying a simple homebrand product over the more expensive products with lots of colour and design work on the packaging. There was also a display of nuts that were shown in baskets. Next to this display there was a cheaper brand of nuts in plain cardboard display. The use of baskets helps convey to the customer that these nuts are higher quality and therefore customers are willing to pay a higher price.

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Moodboard

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Brand Comparison: Chanel vs Maybelline

What colours, typefaces, graphics does the company use on the packaging? What does this say about the value of the product?

Maybelline
Maybelline is a budget makeup brand. Their packaging usually includes bright colours and big fonts or graphics on the products. They will use different fonts for their products, often including display fonts rather then conventional fonts. Their mascaras are known for their bright coloured packaging. This all shows the buyer that the brand is not too expensive and is aimed at teenagers and younger women. Compared to high end products, maybelline products look more 'fun' but also slightly 'tacky'. This is all to aim at the correct market.

Chanel
Chanel makeup is a very expensive high end makeup brand. Their packaging follows a very clear and strict guideline. It is very simple and always black with nothing but the Chanel logo on it. All products come in the same Chanel box which is black with a gold bar on the bottom of the product. There are never any graphics used on the products and never anything other then the word "CHANEL" written on them. This is because the main selling point of Chanel products is the fact that it is such a highly regarded and expensive brand.

What materials are used in the packaging (ie. card stock, foils, specialty papers, print treatments)? What do the materials tell you about the product value?
Maybelline products will often be sold just as the product is but wrapped in clear plastic. Sometimes the products are on a cardboard backing with big graphics on it to show the product. Chanel products are always sold in good quality cardboard boxes with the same black and gold packaging. Chanel's packaging shows that it is a high quality product whereas the Maybelline packaging shows that it is a cheaper product.

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Retail Brand Research: Typo

What is the company's "brand story" and how is this communicated in the design of the products and packaging?Typo is operated by the Cotton On company. Cotton On is a clothing store aimed towards teenagers and in 2007 they extended their market out and made Typo. Typo sells stationery, gifts, crafts, decor and homeware. Like Cotton On, Typo's target market is aimed towards teenagers and young adults. Cotton On describes Typo as "The rowdy cousin, the black sheep, quirky, vintage, irreverent and unexpected". This is shown through the design of their products which often has vintage style and uses materials such as cardboard and leather. The Typo stores themselves use an industrial style a lot and look unfinished and unpolished. This all adds to the quirky rowdy cousin feel that the store is trying to give. The products sometimes use graphics that are relevant to pop culture or have jokes and humorous quotes on them to make the store relate to this brand story.

Who is the target market of the company? How do you think they address this target market (ie. use of colour, graphics, type of products)
Typo's target market is teenagers and young adults. They target this audience through the items that they sell, eg. school supplies, phone cases, room decor, gifts for teenagers etc. A lot of these items will have funny quotes on them or something relating to pop culture at the moment as this will relate to the target audience. A lot of the graphics in the store have a hand written font which makes it have a younger more laid back feel rather then a corporate professional feel. Around the store that I went into there were banners from the roof with funny dares printed on them, this also makes the store seem funnier and more likeable. 

What type of packaging does the company use (branded carry bags, tissue paper, branded boxes etc.)? What does the packaging say/make you feel about the brand?
Typo's packaging is very industrial themed. Everything in the store is placed on unpolished wooden shelving or on wooden stands. When I bought something it came in a brown paper envelope tied up with string. This adds to the 'vintage' style that the store has. The shopping baskets at the front of the store were covered in a tote bag material rather then just left as a basket. All of these subtle changes to the store help show the brand story and give the customer the Typo experience and will help customers chose Typo over their competitors. 

Reference
http://www.cottonongroup.com.au/our_brands/our-brands#typo

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