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Elio Fiorucci’s "Love Therapy" together with "Kobalt" by David Moscato wants to create a new brand extension that will place the company into a new market while keeping core values of both companies and brands, using the gnome brand characters that symbolize love and happiness. In order to tell the story of the gnome as the “protector of the garden” while spreading love and happiness, we created "Love Seeds". "Love seeds" uses these values in the context of the garden. By taking care of plants and having the ability to participate in a community, Love Seeds offers the opportunity to create a physical-digital spin-off experience while staying true to the Love Therapy brand.
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TEAM BRONTOLOpresents
MID / MPD 2013/2014
Project Leaders: Paolo Lorini, Ivan Pedri Project Assistant: Nima Gazestani
MID Isabelle Pleno, Hadar GevaMPD Lucas Rosin, Georges Karam, Iacopo Capone
A Love Story: The GnomesGnomes are the protectors of the garden. They have magical powers that help plants grow. “Love Seeds” is a home gardening kit with a Gnome that will always watch over your new plant and help you spread love and happiness.
While you go about your busy day, feel reassured that your gnome has got you covered. He will keep your garden company and happily await for your return.
Target Market
Busy working professionals with a desire to incorporate nature into their livesMales and FemalesAges 25-45
Target Market
A branded “Love Seeds” sectionwill be featured in the following stores:La Rinascente Design SupermarketExcelsior - 1st-floor (OVS Group)Croft (OVS Group)
Product Placement
Product Price: 35 Euro
Inspirations
Mickey Mouse garden light Chuppi Light
Competitors
Funky Veg Kit
Caterpillar
Flower power
Emotional
Technical
Independent Social
Koubachi
Plant link
Wimoto
Flower Power
Plant Theatre
Barnwood
CaterpillarGrow bottle
Others
Easybloom
Competitive Analysis
Emotional
Technical
Independent Social
Koubachi
Plant link
Wimoto
Flower Power
Plant Theatre
Barnwood
CaterpillarGrow bottle
Others
Easybloom
Competitive Analysis
Easybloom Plant Link
Wimoto FlowerPower
Koubachi
App x x x x
Social Net.
Fertility x x x
Soil Moisture x x x x x
Sunlight x x x x
Temperature x x x x
Notification x x x x
Price € 40 € 58 € 36 € 59.25 € 72
PLANT SENSORS
Competitive Analysis
Easybloom Plant Link
Wimoto FlowerPower
Koubachi Love Seeds
App x x x x x
Social Net. x
Fertility x x x
Soil Moisture x x x x x
Sunlight x x x x x
Temperature x x x x
Notification x x x x x
Price € 40 € 58 € 36 € 59.25 € 72 € 35
PLANT SENSORS
Love Seeds is the only product to include a dedicated social network. By featuring only the basic functions, the sensor is able to keep a low price point.
Competitive Analysis
Competitive AnalysisPLANTING “KITS”
Plant Theatre
kits
Barnwood Caterpillar Grow Bottle
App
Seeds x x x x
Soil Pellet x x x x
Leaflet x x x
Vase x x x x
Labels x x x x
Sensor
Self-Watering
Price € 18 € 35 € 20 € 24
Plant Theatre
kits
Barnwood Caterpillar Grow Bottle
LoveSeeds
App x
Seeds x x x x x
Soil Pellet x x x x x
Leaflet x x x x
Vase x x x x x
Labels x x x x x
Sensor x
Self-Watering
x
Price € 18 € 35 € 20 € 24 € 35
Competitive Analysis
The Love Seeds kit is the only product that includes an app, sensor and self-watering feature.
PLANTING “KITS”
The Gnome: From the Forest to Your HomeThe gnome is the plant’s messanger and
indicates the plant’s needs to the owner. He knows
when you need to add water or if your plant needs
more sun. The gnome will act as your garden companion and will spend his days watching over your plant. He will even tell you if you have messages waiting for you in your Love
Seeds mobile application.
mint rosemary
basil
oregano
parsley
peppersfireworks in your mouth
fresh like Alaska seasoning of love
the aroma of Italy
small pieces of flavor
from grandma’s recipe
“Love Seeds”
“Love Seeds”Product Packaging
“Love Seeds”Empty Vase
“Love Seeds”Vase With Soil and Water
“Love Seeds”Vase With Sprouting Plant
“Love Seeds”Vase With Growing Plant
“Love Seeds”Vase With Mature Plant
30 cm
23 cm
14 c
m
12 c
m
7 cm
Technical details
Vase in LLDPE (plastic)Gnome in rubber and siliconSoil pellet includedSeeds includedPCB board inside the vaseLi-ion battery powered
PCB
PCB
Sun sensor
“Love Seeds”
Product Details
When the water is low, the gnome lowers in the pot, exposing only It’s head. This indicates water needs to be added.
When the water level is satisfactory, the gnome can be seen.
Product Details
1. Open your kit and check for bluetooth devices with your phone.
3. Sync your gnome and set-up your profile. You can find existing friends on the Love Seeds community by connecting via social media.
2. Find Love Seeds and type your personal password, which is hidden under a sticker found in the leaflet.
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Light Interaction
The gnome is equipped with LED lights on the hat and cheeks that will light for notifications
User is able to customize the “sun” and “message/new friends” notification colors on the settings page of the Love Seeds App
Message/New Friends
Plant needs more/less sun
User has a message/New friend joined the network
After checking the notification in the app, the notification light will go off
Sun
App Features
Fun Facts - Learn about your plant
Plant Care- Get tips about plant treatment
Map - Explore and see who’s around you
Friends Feed - See what’s new
Age: 32Occupation: Advertising ExecutiveLifestyle: Busy work schedule, health conscious, tech savvy, has sense of humor. Bob grew up on a farm and misses nature in the city but does not have time to careof a garden.
Lucy BobAge: 29
Occupation: Market Manager
Needs: To buy a gift for her boyfriend for
Valentine’s Day
Personas
Scenario
Lucy is out shopping and is drawn to the colorful Love Seeds product display.She thinks Love Seeds would be a perfect gift for Bob and buys one...
Scenario
It’s Valentine’s Day. Lucy gives Bob his gift. He loves the packaging and can’t wait to open it!
Scenario
Curious about what exactly the “log” is, Bob opens the package and discovers the leaflet.
Scenario
The instructions are simple and the product set-up is intuitive.Bob is tickled by the gnome fairytale on the back of the leaflet.
Scenario
He adds water, as instructed on the leaflet and watches the gnome emerge from the log.He then configures the app with the log using wi-fi.
Secnario
Scenario
Horray! Bob is amazed at how much his mint has grown!
Scenario
Scenario
Bob gets creative and makes a fabulous tea from his mint plant.
Scenario
He wants to brag about his new creation on the Love Seeds community and posts a photo of his tea on the app.
Secnario
Scenario
Bob notices the gnome’s cheeks glowing. He got a notification! Curious, Bob rushes to his phone to see what awaits him on the Love Seeds app.
Scenario
Value and Potential
Increasing environmental awareness and strengthening an individual’s connection with nature
Values
Potentials
Network Growth (spin-off digital experiences)
In-store demonstrations/activities
Special editions for Occassions (Christmas, New Years, Valentines Day)
Promoting new hobbies and extracurricular activities
All you need is Love!
