Title:

Product Process for 

POCONE

Brand Identity

Design output:

Marketing Guide,

DIY Package, Product, 

Sales model, …

Participants:

Jaehoon Lee

Areas:

Brand Stationery,

Brand Direction, 

Packaging/Sales 

Guideline&Process,

…

Date:

May. 2018

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February 2018, Pocogrande became POCONE with Fax’s branding renovation project. New POCONE has changed not only the design but also reformed the structure. Among the last 5 years business models, the focused model was shifted to concentration on the classes. As a small scale of studio, it was right to continue and maintain current class oriented business model, since POCONE is based on the creation, there were strong needs to share their owned design besides the class itself. Like the former business model of Pocogrande which sells the handcraft works. Therefore, if we expand the business model to design a product to satisfy the needs of sharing the design of POCONE, It should be the proposal that current POCONE can operate and run classes together without any problem. The biggest advantage of Fax was their own design like POCONE, but there was a difficulty of price competitiveness coming from handcraft product characteristic. Since it leaves regret to us as well, we were looking for the possibility to solve the needs of POCONE from the past businesses.

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2018λ…„ 2μ›”, ν¬μ½”κ·Έλž€λ°κ°€ 팩슀의 리뉴얼 λΈŒλžœλ”© ν”„λ‘œμ νŠΈλ‘œ 포코넀가 λ˜μ—ˆμŠ΅λ‹ˆλ‹€. μƒˆλ‘­κ²Œ νƒœμ–΄λ‚œ ν¬μ½”λ„€λŠ” 외뢀이미지 λ³€ν™”λΏλ§Œ μ•„λ‹ˆλΌ, λ‚΄λΆ€ μ²΄μ§ˆκ°œμ„ λ„ ν•˜μ˜€λŠ”λ°μš”. μ§€λ‚œ 5λ…„κ°„ μ‚¬μ—…μ˜μ—­ 쀑 μˆ˜μ—…μ— μ§‘μ€‘λœ λΉ„μ¦ˆλ‹ˆμŠ€ λͺ¨λΈλ‘œ λ³€λͺ¨ν•œ 점이 κ°€μž₯ 쀑점적인 λΆ€λΆ„μ΄μ—ˆμŠ΅λ‹ˆλ‹€. μž‘은 곡방 규λͺ¨λ‘œλŠ” μˆ˜μ—… μœ„μ£Όμ— ν˜„μž¬ λΉ„μ¦ˆλ‹ˆμŠ€ λͺ¨λΈμ„ μ§„ν–‰ 및 μœ μ§€ν•˜λŠ” 것이 λ§žμ•˜μ§€λ§Œ,  μ°½μž‘을 κΈ°λ°˜μ— λ‘” ν¬μ½”λ„€λŠ” μ—¬μ „νžˆ μˆ˜μ—… 외에 자체 λ””μžμΈμ„ κ³΅μœ ν•˜λ €λŠ” λ‹ˆμ¦ˆλ₯Ό κ°–κ³  μžˆμ—ˆμŠ΅λ‹ˆλ‹€. μ΄μ „ ν¬μ½”κ·Έλž€λ°μ—μ„œ μ§„ν–‰ν•˜λ˜ 수곡예 μž‘ν’ˆμ„ 판맀 λΉ„μ¦ˆλ‹ˆμŠ€ λͺ¨λΈμ²˜λŸΌ 말이죠. λ”°λΌμ„œ 포코넀 λ””μžμΈμ„ κ³΅μœ ν•˜λŠ” λ‹ˆμ¦ˆλ₯Ό μΆ©μ‘±ν•˜λ„λ‘ λΉ„μ¦ˆλ‹ˆμŠ€λ₯Ό ν™•μž₯ν•˜λŠ” μƒν’ˆκΈ°νšμ„ ν•œλ‹€λ©΄, ν˜„μž¬μ˜ 포코넀가 별 νƒˆ 없이 μˆ˜μ—…κ³Ό λ”λΆˆμ–΄ 운영이 κ°€λŠ₯ν•œ μƒν’ˆ κΈ°νšμ•ˆμ΄μ–΄μ•Ό λ§Œν–ˆμŠ΅λ‹ˆλ‹€. νŒ©μŠ€λ„ 포코넀에 독창적인 자체 λ””μžμΈμ„ κ°€μž₯ 큰 μž₯μ μ΄μ§€λ§Œ, 수곡예 νŠΉμ„±μƒ κ°€κ²©κ²½μŸλ ₯의 μ• λ‘œμ‚¬ν•­μ΄ μžˆμ—ˆμ£ . μ €ν¬λ„ 같은 μ•ˆνƒ€κΉŒμ›€μ΄ μžˆμ—ˆκΈ° λ•Œλ¬Έμ— ν¬μ½”λ„€μ˜ λ‹ˆμ¦ˆλ₯Ό ν•΄κ²°ν•΄μ£ΌλŠ” κ°€λŠ₯성을 μ°ΎκΈ° μœ„ν•΄ μ§€λ‚œ λΉ„μ¦ˆλ‹ˆμŠ€ 흔적을 μ‚΄νŽ΄λ³΄μ•˜μŠ΅λ‹ˆλ‹€.

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First of all, POCONE make possible to have their own design but also create owned blueprint. Also, we have the experience to produced and sold simple DIY products which are produced by customers with their own blueprint and materials. Our new business model is POCONE DIY Kit series based on these two different strengths and experiences of POCONE. We also able to possess price competitiveness with a form of DIY which is produced by customer compared to the completed handcraft products with a way of sharing the design. Like never before, we prepared differentiated characteristics and details by analyzing and comparing with a different type of DIY product compositions from other domestic and international brands. Unlike other products which are mainly consisted of the composition of threads, we offer products highly focused on the unique design. We prepared the package of POCONE with blueprints with detailed information including all materials to produce the complete piece. We planned a package which you can complete a work if you buy the one package without preparing anything. For the blueprint, in particular, the biggest advantage of POCONE, we prepared both image and descriptive type. We imply the design which fit into the POCONE brand identity to each of the elements of the package. We create the package design and marketing process guide to maintain the brand identity.

​

λ¨Όμ €, ν¬μ½”λ„€λŠ” 자체 λ””μžμΈ μ œμž‘λΏλ§Œ μ•„λ‹ˆλΌ 직접 λ„μ•ˆμ œμž‘μ΄ κ°€λŠ₯ν•©λ‹ˆλ‹€. λ˜ 자체 λ„μ•ˆκ³Ό 재료λ₯Ό 톡해 고객이 직접 μ œμž‘ν•˜λŠ” κ°„λ‹¨ν•œ DIYμƒν’ˆμ„ 기획 및 νŒλ§€ν•œ κ²½ν—˜μ΄ μžˆμ—ˆμŠ΅λ‹ˆλ‹€. μƒˆλ‘­κ²Œ 기획된 λΉ„μ¦ˆλ‹ˆμŠ€ λͺ¨λΈμ€ 이 두 κ°€μ§€μ˜ κΈ°μ‘΄ 포코넀 강점과 κ²½ν—˜μ„ 배경으둜 μ‚Όμ•„μ„œ 포코넀 DIYν‚· μ‹œλ¦¬μ¦ˆλ₯Ό κΈ°νšν•˜μ˜€μŠ΅λ‹ˆλ‹€. ν¬μ½”λ„€ λ””μžμΈμ„ κ³΅μœ ν•˜λŠ” λ°©λ²•μœΌλ‘œ μ™„μ„±λœ 수곡예 μƒν’ˆμ— λΉ„ν•΄ 고객이 직접 μ œμž‘ν•˜λŠ” DIYμƒν’ˆμ€ κ°€κ²©κ²½μŸλ ₯ λ˜ν•œ μžˆμŠ΅λ‹ˆλ‹€. 이전과 달리, κ΅­λ‚΄μ™Έ μ‹œμž₯에 μžˆλŠ” λ‹€λ₯Έ λΈŒλžœλ“œλ“€μ˜ DIYμƒν’ˆ ꡬ성을 비ꡐ/λΆ„μ„ν•˜μ—¬ 차별점과 λ””ν…ŒμΌμ„ μ€€λΉ„ν–ˆμŠ΅λ‹ˆλ‹€. μ‹€μ˜ 판맀 μœ„μ£Όλ‘œ κ΅¬μ„±λœ 여타 λ‹€λ₯Έ κ΅¬μ„±μƒν’ˆκ³Ό 달리, 자체 λ””μžμΈμ˜ μž₯점을 μ‚΄λ¦° μƒν’ˆ ꡬ성을 ν–ˆμŠ΅λ‹ˆλ‹€. μƒμ„Έν•œ μ„€λͺ…이 μžˆλŠ” 포코넀 λ„μ•ˆκ³Ό μ œμž‘μ— ν•„μš”ν•œ λͺ¨λ“  μž¬λ£Œκ°€ λ“€μ–΄μžˆλŠ” νŒ¨ν‚€μ§€ ꡬ성을 μ€€λΉ„ν–ˆμŠ΅λ‹ˆλ‹€. ν•œ κ°€μ§€ νŒ¨ν‚€μ§€λ§Œ κ΅¬λ§€ν•˜λ©΄ λ³„λ„μ˜ 쀀비물이 없이 완성이 κ°€λŠ₯ν•œ νŒ¨ν‚€μ§€λ₯Ό κΈ°νšν–ˆμŠ΅λ‹ˆλ‹€. νŠΉνžˆ, λ„μ•ˆμ€ 포코넀가 κ°–κ³  μžˆλŠ” κ°€μž₯ 큰 κ°•μ μœΌλ‘œ μˆ˜μ°¨λ‘€ ν”Όλ“œλ°±μ„ 거쳐 μ„œμˆ ν˜•λ„μ•ˆκ³Ό κ·Έλ¦Όλ„μ•ˆ 두 κ°€μ§€ ν˜•νƒœλ‘œ μ€€λΉ„ν–ˆμŠ΅λ‹ˆλ‹€. νŒ¨ν‚€μ§€λ₯Ό 이루고 μžˆλŠ” μš”μ†Œ ν•˜λ‚˜ν•˜λ‚˜μ— 포코넀 λΈŒλžœλ“œ 아이덴티티에 λ§žλŠ” λ””μžμΈμ„ κ΅¬μ„±ν•˜μ˜€μŠ΅λ‹ˆλ‹€. νŒ¨ν‚€μ§€ λ””μžμΈκ³Ό λ§ˆμΌ€νŒ… ν”„λ‘œμ„ΈμŠ€ κ°€μ΄λ“œλ₯Ό λ§Œλ“€μ–΄ λΈŒλžœλ“œ 아이덴티티가 μœ μ§€λ˜λŠ” κΈ°νšμ„ μ€€λΉ„ν–ˆμŠ΅λ‹ˆλ‹€.

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Simultaneously, we renovated the former Pocogrande Naver Shopping page and formed a design, composition, and storyline from product detailed page align with branding. We can say this project is, besides the classes, planned to be able to simultaneously maintain the former POCONE's design and upcoming design. Beginning with 'Mountain Animal Tutorial', we planned to launch one package for one class term, every two months.

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λ™μ‹œμ— 이전 ν¬μ½”κ·Έλž€λ° 넀이버 μ‡Όν•‘ νŽ˜μ΄μ§€λ₯Ό 리뉴얼 ν•˜κ³ , μ œν’ˆ μƒμ„ΈνŽ˜μ΄μ§€λ₯Ό λΈŒλžœλ”©μ— 맞좰 λ””μžμΈ 및 ꡬ성과 μŠ€ν† λ¦¬λΌμΈμ„ μž‘μ•˜μŠ΅λ‹ˆλ‹€. ν¬μ½”λ„€μ˜ μ§€λ‚œ λ””μžμΈκ³Ό μ•žμœΌλ‘œ λ‚˜μ˜¬ λ””μžμΈμœΌλ‘œ μˆ˜μ—… 외에 λ™μ‹œλ‹€λ°œμ μœΌλ‘œ μœ μ§€ν•  수 μžˆλ„λ‘ 기획된 ν”„λ‘œμ νŠΈλΌ ν•  수 μžˆμŠ΅λ‹ˆλ‹€. 'μ‚°μ§μŠΉλ§Œλ“€κΈ°'을 첫 μ‹œμž‘μœΌλ‘œ μ•žμœΌλ‘œ μˆ˜μ—… μ‹œμ¦Œλ³„ 두 λ‹¬λ§ˆλ‹€ ν•œ κ°€μ§€ νŒ¨ν‚€μ§€λ₯Ό μ€€λΉ„ν•˜μ—¬ μ΄μ–΄μ„œ 선보일 κ³„νšμ„ κ°–κ³  μžˆμŠ΅λ‹ˆλ‹€.

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< Note from other planning and process >

The first package, 'Mountain Animal Tutorial' is a well-known design among the former Pocogrande design series. However, there is a limitation to have price competitiveness due to the higher cost of the selected thread compositions to meet unique design. From the small idea, we rearrange the price level with package composition of fully utilizing current thread which fit into the undefinable identity. This idea gives a little bit of solution for leftover inventories from the small scale of studio and proposing price options for the first launching item. We put our maximum effort to compose a DIY product to be competitive compared to other brands with detailed preparation.

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< 기타 기획 및 ν”„λ‘œμ„ΈμŠ€μ—μ„œ μ€€λΉ„λœ νŠΉμ΄μ‚¬ν•­ >

첫 번째 μ‹œλ¦¬μ¦ˆμΈ 'μ‚°μ§μŠΉλ§Œλ“€κΈ°' νŒ¨ν‚€μ§€λŠ” κΈ°μ‘΄ ν¬μ½”κ·Έλž€λ°μ˜ λ””μžμΈ 쀑 인지도가 높은 λ””μžμΈμž…λ‹ˆλ‹€. λ‹€λ§Œ, 독창적인 λ””μžμΈμ— λ§žλŠ” μ„ λ³„λœ μ‹€μ˜ μž¬λ£Œκ΅¬μ„±μ—μ„œ μ›κ°€μƒμŠΉ 지점이 μžˆμ–΄ κ°€κ²©κ²½μŸλ ₯을 κ°–μΆ”κΈ°λŠ” ν•œκ³„μ μ΄ μžˆμ—ˆμŠ΅λ‹ˆλ‹€. μž‘은 μ•„μ΄λ””μ–΄λ‘œ, κ°–κ³  μžˆλŠ” 아이덴티티(정체λ₯Ό μ•Œμˆ˜μ—†λŠ”)에 λ§žλŠ” 기쑴의 싀을 ν™œμš©ν•˜λŠ” νŒ¨ν‚€μ§€ κ΅¬μ„±μœΌλ‘œ μƒν’ˆ κ°€κ²©λŒ€ μ‘°μ •ν•˜μ˜€μŠ΅λ‹ˆλ‹€. μ†Œκ·œλͺ¨ κ³΅λ°©μ—μ„œλŠ” κΉŒλ‹€λ‘œμš΄ μž¬κ³ μ²˜λ¦¬μ™€ 처음 λŸ°μΉ­ν•˜λŠ” μ•„μ΄ν…œμ˜ μƒν’ˆκ°€κ²©μ— 선택을 μ£Όμ–΄ μ‘°κΈˆμ€ ν•΄κ²°ν•˜κ³ μž ν•˜λŠ” κΈ°νšμ΄μ—ˆμŠ΅λ‹ˆλ‹€. κ·Έ 외에 μ„Έλ°€ν•œ μ€€λΉ„κΉŒμ§€ 마쳐 μ†Œκ·œλͺ¨ κ³΅λ°©μ΄μ§€λ§Œ 여타 λΈŒλžœλ“œμ— 비ꡐ해 λ’€μ²˜μ§€μ§€ μ•ŠλŠ” DIYμƒν’ˆκ΅¬μ„±μ„ μœ„ν•΄ λ…Έλ ₯ν•œ ν”„λ‘œμ νŠΈμ˜€μŠ΅λ‹ˆλ‹€.

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