DY Works Experience Design & Retail Credentials

1998-00 2000 -02 2002-04 2004-06 2006-08 2008 -10 2010-11 2011-12

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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

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

• 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

Mapping messaging requirements


Inspiration

Information

Action

= Graphics & Branding

= Instructions & Info graphics

= Promotions & Cross selling

Finding the optimal mix for the DY Works communication pyramid

Mapping of project scope based on needs


Structures

Activation

Info graphics

Communication Maximum concentration

Adaptation

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


Fabrication & Deployment


Internalization and Vendor Briefing

Mass Production & Inspection

Daily Reporting

Weekly Client Meeting

Outstation Vendor Reviews

Fabrication Inspection Prototypes Packing & Deployment

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

FSU Elements

FRONT ELEVATION

HEADER GRAPHIC

DRINK SILHOUETTE STACKING UNIT

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

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

RETAIL ENVIRONMENT

BAY BREAKERS AND SHELF STRIPS

STANDEE

The Hero CATEGORY HEADER

TABLE TOP WITH 6 PACK HOLDER

RETAIL ENVIRONMENT

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.

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.

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.

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.

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


COUNTER DISPLAY UNIT

LAKME – RETAIL

IDENTITY FRONT COUNTER & BACK WALL DISPLAY


L SHAPE FRONT COUNTER


L-SHAPE COUNTER & BACK WALL DISPLAY

E.g. Adaptation grids for Lakme ( horizontal scaling)

E.g. Lakme Plan adaptation for different configurations

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.

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


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


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




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


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



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

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

Item: Badges

Size: 32mm, Printed on Aluminum

Cost: Rs.5.85 each

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


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

20 ft Circle of Impact Intrigues

Messaging hierarchy for Taj Mahal

What is your flavour today?

Flavour trail

10 ft Circle of Impact Introduces & Emphasizes 20 ft Circle of Impact

Intrigues

Discover your flavour for the day


Flavour trail


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


Flavour trail


The Inspiration

CONCEPT

CONCEPT

CONCEPT

Taj Reading section

ENTRY

RECEPTION AREA

FLOOR PLAN

FLOOR PLAN

DISPLAY UNIT

INSIDE VIEW

Drawer for iPad

ELEVATION

ELEVATION

Immersive Store Experience

Branding Solutions

Created signage options for the road

For the pavement

Option for the bus stop

Options for Building- side view

Use structure from the Corporate logo for the fence and entrance

Options for fence

Options for Entrance

Extensions for Entrance

Integrating the elements Day View

Night View

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

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

Rendered image for presentation

Conversation starters embedded in merchandise which tell the shopper what can be combined with the food to allow her a culinary adventure

The language from the Identity carried forward inside the show, with the product showcased in all its glory

Vibrant, dynamic and appetizing, the ceiling skirting holds the look of the brand together with choice words propagating the experience itself

The language from the Identity carried forward inside the show, with the product showcased in all its glory

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

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

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

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

Wine section 3

A mobile & independent unit which allows for stacking as well as messaging

Graphic coming in seamlessly on the wall brings out a slice of life feel

Back-lit panel, clear acrylic, both side printed

View: Wall A (Concept Wall)

View: Directional Panel

Graphic coming in seamlessly on the wall brings out a slice of life feel

Back-lit panel, clear acrylic, both side printed

View: Wall A (Concept Wall)

View: Directional Panel

Retail Space Design

ISLAND

Castrol Biker Zone

Providing a customized experience to involved bikers