
Title:
Product Process for
POCONE
Brand Identity
Design output:
Marketing Guide,
DIY Package, Product,
Sales model, β¦
Participants:
Jaehoon Lee
Areas:
Brand Stationery,
Brand Direction,
Packaging/Sales
Guideline&Process,
β¦
Date:
May. 2018
February 2018, Pocogrande became POCONE with Faxβs 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.
β
2018λ 2μ, ν¬μ½κ·Έλλ°κ° ν©μ€μ 리λ΄μΌ λΈλλ© νλ‘μ νΈλ‘ ν¬μ½λ€κ° λμμ΅λλ€. μλ‘κ² νμ΄λ ν¬μ½λ€λ μΈλΆμ΄λ―Έμ§ λ³νλΏλ§ μλλΌ, λ΄λΆ 체μ§κ°μ λ νμλλ°μ. μ§λ 5λ κ° μ¬μ μμ μ€ μμ μ μ§μ€λ λΉμ¦λμ€ λͺ¨λΈλ‘ λ³λͺ¨ν μ μ΄ κ°μ₯ μ€μ μ μΈ λΆλΆμ΄μμ΅λλ€. μμ 곡방 κ·λͺ¨λ‘λ μμ μμ£Όμ νμ¬ λΉμ¦λμ€ λͺ¨λΈμ μ§ν λ° μ μ§νλ κ²μ΄ λ§μμ§λ§, μ°½μμ κΈ°λ°μ λ ν¬μ½λ€λ μ¬μ ν μμ μΈμ μ체 λμμΈμ 곡μ νλ €λ λμ¦λ₯Ό κ°κ³ μμμ΅λλ€. μ΄μ ν¬μ½κ·Έλλ°μμ μ§ννλ μ곡μ μνμ νλ§€ λΉμ¦λμ€ λͺ¨λΈμ²λΌ λ§μ΄μ£ . λ°λΌμ ν¬μ½λ€ λμμΈμ 곡μ νλ λμ¦λ₯Ό μΆ©μ‘±νλλ‘ λΉμ¦λμ€λ₯Ό νμ₯νλ μνκΈ°νμ νλ€λ©΄, νμ¬μ ν¬μ½λ€κ° λ³ ν μμ΄ μμ κ³Ό λλΆμ΄ μ΄μμ΄ κ°λ₯ν μν κΈ°νμμ΄μ΄μΌ λ§νμ΅λλ€. ν©μ€λ ν¬μ½λ€μ λ μ°½μ μΈ μ체 λμμΈμ κ°μ₯ ν° μ₯μ μ΄μ§λ§, μ곡μ νΉμ±μ κ°κ²©κ²½μλ ₯μ μ λ‘μ¬νμ΄ μμμ£ . μ ν¬λ κ°μ μνκΉμμ΄ μμκΈ° λλ¬Έμ ν¬μ½λ€μ λμ¦λ₯Ό ν΄κ²°ν΄μ£Όλ κ°λ₯μ±μ μ°ΎκΈ° μν΄ μ§λ λΉμ¦λμ€ νμ μ μ΄ν΄λ³΄μμ΅λλ€.
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.
β
λ¨Όμ , ν¬μ½λ€λ μ체 λμμΈ μ μλΏλ§ μλλΌ μ§μ λμμ μμ΄ κ°λ₯ν©λλ€. λ μ체 λμκ³Ό μ¬λ£λ₯Ό ν΅ν΄ κ³ κ°μ΄ μ§μ μ μνλ κ°λ¨ν DIYμνμ κΈ°ν λ° νλ§€ν κ²½νμ΄ μμμ΅λλ€. μλ‘κ² κΈ°νλ λΉμ¦λμ€ λͺ¨λΈμ μ΄ λ κ°μ§μ κΈ°μ‘΄ ν¬μ½λ€ κ°μ κ³Ό κ²½νμ λ°°κ²½μΌλ‘ μΌμμ ν¬μ½λ€ DIYν· μ리μ¦λ₯Ό κΈ°ννμμ΅λλ€. ν¬μ½λ€ λμμΈμ 곡μ νλ λ°©λ²μΌλ‘ μμ±λ μ곡μ μνμ λΉν΄ κ³ κ°μ΄ μ§μ μ μνλ DIYμνμ κ°κ²©κ²½μλ ₯ λν μμ΅λλ€. μ΄μ κ³Ό λ¬λ¦¬, κ΅λ΄μΈ μμ₯μ μλ λ€λ₯Έ λΈλλλ€μ DIYμν ꡬμ±μ λΉκ΅/λΆμνμ¬ μ°¨λ³μ κ³Ό λν μΌμ μ€λΉνμ΅λλ€. μ€μ νλ§€ μμ£Όλ‘ κ΅¬μ±λ μ¬ν λ€λ₯Έ ꡬμ±μνκ³Ό λ¬λ¦¬, μ체 λμμΈμ μ₯μ μ μ΄λ¦° μν ꡬμ±μ νμ΅λλ€. μμΈν μ€λͺ μ΄ μλ ν¬μ½λ€ λμκ³Ό μ μμ νμν λͺ¨λ μ¬λ£κ° λ€μ΄μλ ν¨ν€μ§ ꡬμ±μ μ€λΉνμ΅λλ€. ν κ°μ§ ν¨ν€μ§λ§ ꡬ맀νλ©΄ λ³λμ μ€λΉλ¬Όμ΄ μμ΄ μμ±μ΄ κ°λ₯ν ν¨ν€μ§λ₯Ό κΈ°ννμ΅λλ€. νΉν, λμμ ν¬μ½λ€κ° κ°κ³ μλ κ°μ₯ ν° κ°μ μΌλ‘ μμ°¨λ‘ νΌλλ°±μ κ±°μ³ μμ νλμκ³Ό κ·Έλ¦Όλμ λ κ°μ§ ννλ‘ μ€λΉνμ΅λλ€. ν¨ν€μ§λ₯Ό μ΄λ£¨κ³ μλ μμ νλνλμ ν¬μ½λ€ λΈλλ μμ΄λ΄ν°ν°μ λ§λ λμμΈμ ꡬμ±νμμ΅λλ€. ν¨ν€μ§ λμμΈκ³Ό λ§μΌν νλ‘μΈμ€ κ°μ΄λλ₯Ό λ§λ€μ΄ λΈλλ μμ΄λ΄ν°ν°κ° μ μ§λλ κΈ°νμ μ€λΉνμ΅λλ€.
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.
β
λμμ μ΄μ ν¬μ½κ·Έλλ° λ€μ΄λ² μΌν νμ΄μ§λ₯Ό 리λ΄μΌ νκ³ , μ ν μμΈνμ΄μ§λ₯Ό λΈλλ©μ λ§μΆ° λμμΈ λ° κ΅¬μ±κ³Ό μ€ν 리λΌμΈμ μ‘μμ΅λλ€. ν¬μ½λ€μ μ§λ λμμΈκ³Ό μμΌλ‘ λμ¬ λμμΈμΌλ‘ μμ μΈμ λμλ€λ°μ μΌλ‘ μ μ§ν μ μλλ‘ κΈ°νλ νλ‘μ νΈλΌ ν μ μμ΅λλ€. 'μ°μ§μΉλ§λ€κΈ°'μ 첫 μμμΌλ‘ μμΌλ‘ μμ μμ¦λ³ λ λ¬λ§λ€ ν κ°μ§ ν¨ν€μ§λ₯Ό μ€λΉνμ¬ μ΄μ΄μ μ λ³΄μΌ κ³νμ κ°κ³ μμ΅λλ€.
< 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.
β
< κΈ°ν κΈ°ν λ° νλ‘μΈμ€μμ μ€λΉλ νΉμ΄μ¬ν >
첫 λ²μ§Έ μ리μ¦μΈ 'μ°μ§μΉλ§λ€κΈ°' ν¨ν€μ§λ κΈ°μ‘΄ ν¬μ½κ·Έλλ°μ λμμΈ μ€ μΈμ§λκ° λμ λμμΈμ λλ€. λ€λ§, λ μ°½μ μΈ λμμΈμ λ§λ μ λ³λ μ€μ μ¬λ£κ΅¬μ±μμ μκ°μμΉ μ§μ μ΄ μμ΄ κ°κ²©κ²½μλ ₯μ κ°μΆκΈ°λ νκ³μ μ΄ μμμ΅λλ€. μμ μμ΄λμ΄λ‘, κ°κ³ μλ μμ΄λ΄ν°ν°(μ 체λ₯Ό μμμλ)μ λ§λ κΈ°μ‘΄μ μ€μ νμ©νλ ν¨ν€μ§ ꡬμ±μΌλ‘ μν κ°κ²©λ μ‘°μ νμμ΅λλ€. μκ·λͺ¨ 곡방μμλ κΉλ€λ‘μ΄ μ¬κ³ μ²λ¦¬μ μ²μ λ°μΉνλ μμ΄ν μ μνκ°κ²©μ μ νμ μ£Όμ΄ μ‘°κΈμ ν΄κ²°νκ³ μ νλ κΈ°νμ΄μμ΅λλ€. κ·Έ μΈμ μΈλ°ν μ€λΉκΉμ§ λ§μ³ μκ·λͺ¨ 곡방μ΄μ§λ§ μ¬ν λΈλλμ λΉκ΅ν΄ λ€μ²μ§μ§ μλ DIYμνꡬμ±μ μν΄ λ Έλ ₯ν νλ‘μ νΈμμ΅λλ€.