This dream project was about learning how to create a product, it’s branding and its advertisement. It was my role to create a concept that I loved and could execute in 4 weeks. I started by creating a manifesto for what my product is going to be.Every time I talk to my friends about drinking alcohol, they tell me they only drink because it gives them confidence on the dance floor. I don’t this a very compelling reason to drink. I have learned the Indian classical dance, Kathak, for a few years and my plan for this project to create a magical portion that helps you dance. I envisioned that when this portion is sprayed onto a specific part of the body will make that part lose and make the person DANCE. This way we can stop people from drinking who only drink to loosen themselves. This portion will tiNglE the cells in your legs and hands and will make you dance on the dance floor like a PRO. It will make you more rhythmic.You will no longer feel shy It will make you more confident. It will make you feel more comfortable in your shoes. Literally!
SPRAY it ONCE, helps to calm down nerves and relax, can be used before dance competitions.
SPRAY it TWICE, your body starts doing different dance steps.
SPRAY it THRICE, you will be back to normal!
Once I knew what I wanted to create, I decided a company name and product name: The Dance Destination and NRITYA respectively and started playing with how I can make logos for it.
After several trials and errors and practice in photoshop, My final logo for the company looked like this:
The final logo has two inverted Ds on a dance floor with the curves inside the two Ds shown as feet.
My Magical Potion was called Nritya which means Dance in Hindi:
The process of branding continued by designing a bottle and a box for my portion. This was complicated as all the elements of design had to be kept in mind especially, color and scale.
Since my olfactive brief represented a very warm color tone through the smells, I decided to use the colors; red, gold and black. This reminds me of my dance performances back when I learned kathak and also the red wine color that I planned to include in my olfactive brief.
Below is my olfactive brief that explains the scent of my portion with the top, middle and base notes.
Olfactive brief
I personally decided to use the scent of jasmine flower because these were something we wore at every dance competition on our head. The nutty flavor of wine complementing the Jasmine India Essential oil adds to the aspect theme of using my product because it will give you the feeling similar to that when you drink.
Sketches of the perfume bottle:
Sketches of the box and box prototype.
It took several tries and practice to create this box, first out of paper and then out of foam board. I encountered several failures, at first, the bottle wasn’t fitting in it, I had to raise the base of the box so that the bottle fit in it. The color of the box was later changed to gold so that it went with the theme.
Final Bottle and the Box:
The most challenging part of this project was trying to fit the bottle in the box with the skirt without remaking the box. This eventually came with several tries and by adding and subtracting pieces of foam board.One of the new skill I learned through this project was stitching, I stitched the skirt and the curtain for my display. Another skill that I improved upon was making feet out of molding clay.
Another digital component of this project was to create a magazine advertisement for my product.To make my ad. stand out, I decided to do it differently from the conventional way and to hand draw it to represent my brand.
One of the most exciting part of the process of turning my thinking into real life objects was making the display for my magical portion.I wanted to create a story for my portion from my display. Therefore I decided to actually create a stage with stairs and two levels. I got this inspiration from my box which looks like stairs going up when it is opened.
This was my first time working with wood and I definitely learned a lot about different the tools and machines and the mechanics that go into building 3D objects.This part was the most rewarding and the time spent on it was worth it. I definitely want to master this material some day. The Dance Destination logo was laser cut and this process taught me about the laser cut machines and how to create vector files.The other two logos were printed on adhesive paper and stuck to the wood.
The cross on the stages represent the X marks that are put on a dance performance to mark positions, The overall story of my display starts with you climbing the stage of the shop, “The Dance Destination” and getting the perfume which when sprayed takes you to the next stage where you are dancing on the dance floor.
When I see the Final Set Display with all the components, it gives me a sense of amazement of how much I have accomplished in the past few weeks and all the skills I have learned both digital and physical.
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