WILSON | LOH

STRATEGIC | DESIGN

| Table of contents |

diaries

BERKELAlways The Original

tradition of innovation

trevenezie

2019

1 |

2 |

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6 |

Italian food rituals in China

Designing a ritual to help Barilla increase brand recognition and boost sales in plans

of entering a new market.

diariesItalian Food for Foreigners

1

• act as a link between Barilla and the Chinese population

• help Barilla accumulate local knowledge and culture

• reduce entry level barrier for Barilla

• help promote Barilla’s values

Beijing

Shanghai

GuangzhouShenzhen

Hong Kong

TARGET GROUP - EXPATS

Airport

Formal- business associations- cultural associations

Informal- social networks- professional social networks- expats networks

SYSTEM MAP

Forecasting new scenarios and designing a product system (Product + Communication + Service) for the storage,

transportation and preservation of food and organization of the kitchen space.

a.b.m. Italia S.p.A

2

KIS cucina, a division of plastic products specifically for Kitchen use. Providing the consumer with added value when it comes to their kitchen products.

Introducing a new family of products into the market.

snap is the image KIS cucina wants to convey in providing its customers with a family that satisfies their needs for plastic food containers.

snap TESTER is a product on the shelf labelled as such.

The tester does not have the label packaging of the other products.

It communicates a direct message to passersby so that they can experience the safety snap box provides your food.

It offers the customer the satisfaction of buying an un-touched product.

CUCINA

POP display

brand building

Exhibit space. Fuorisalone, MIlano

Utilizing an exhibit space to highlight the history and tradition of design of the company while showcasing new products. Launch an online platform through an interactive space to capture and retain customers while using the opportunity to increase brand loyalty.

3

Demographics

The project started with an in-depth look into the crowds that visit Milan during the Salone del Mobile and it was further broken down into an examination between the visitors of the Salone and the Fuorisalone. The data collected determined the best possible options of engaging new customers and retaining old ones.

Persona

Name: Brenda MillerAge: 26Sex: FemaleProfession: MarketingMarital status: Single

Brenda is a Canadian living and working in Milan as a marketing assistant director for a local brand. She’s been living in Milan for the last 3 years. She works in the marketing sector but has a strong interest in design. The Fuorisalone is an exciting time for Brenda because there’s lots to see and also it’s great for meeting people and having a great social time. Brenda is up to date with social media channels and is particularly active on Facebook and linked in. She loves the city of Milan and has recently bought a scooter because she finds it easier to commute with one and hates relying on the local transit. The decision to buy a scooter is also an environmental reason. Brenda has been riding her bicycle for the last three years and continues to do so on the weekends.

Product

Mobileapp

Community

TV spot

BRAND TOUCHPOINT MATRIX

PersonalHigh engagement/”hands-on”

Mass marketImage building/awareness

Quick interactions

Multiple/long-term interactions

Campaigns

Platforms

Twitter

customerservice(reactive)

Companywebsite Store

Printedmaterial

E-mail

Facebookpage

AdvertsPrint ad

Campaignsite

Onlinereview

indicates current involvement of MOMODESIGN

Ideation sketches

history wall

bicycle window

exterior

exterior

feature wall

product display

Customer journey map

pre-event during event post-event

19821995

1989

activepassive

customer becomes aware of event

customer checks out the products on display

customer learns about the history of MOMODESIGN

customer has picture taken wearing a MOMODESIGN helmet and pins it to a wall. The wall of photos continues to grow as exhibit goes on.

Online platform is created and the customer becomes a part of this community.

Product planning for innovation

Redesign of a common household item with improved functionality and helping the company adapt and

incorporate upcoming technology.

4

Strengths

• brand reputation• international recognition• well set-up for manufacturing and distribution knowledge and expertise• viewed as leader in field of electronic components

Opportunities

• explore new technology and bring to market• diversify and explore other product segments in field of electrically dependent products

Weaknesses

• potential to be seen as “cheap” products in their lower price range products• dependent on “standards” for different countries

Threats

• new entrants• change in technology

SWOT Analysis

“The wireless charging business is still in its infancy, but industry observers see a lot of potential. Roughly 5 million devices were sold this year with wireless charging, but that number could grow to 100 million by 2015, according to an IHS study. At that point, the market for different accessories and wireless power chips could be worth $4 billion, the firm said.” (Cheng 2012).

“Good design is as little design as possibleLess, but better – because it concentrates on the essential aspects, and the products

are not burdened with non-essentials. Back to purity, back to simplicity.”

- Dieter Rams. Ten principles for good design

The final designs were categorized and presented in 3 steps:

Step 1 | Immediate

Concept: The basic plug

It features a simpler and cleaner design using higher quality materials to elevate it above the previous standard designs. It also features a cable management system to help the user organize and keep the cables under control.

Step 2 | Short term

Concept 1

Provide a stand for a computer tablet.

Concept 2

A sliding tray conceal the heads of the sockets thus cleaning up the design even more.

Step 3 | Medium to long term

Concept 1

The concept revolves around the idea of modularity and focuses on what the user needs. It breaks down the different types of sockets or methods of charging and frees the user to purchase what he/she needs based on the type of electrical appliances he/she owns.

Concept 2

This idea incorporates the research findings about inductive charging in a transitional way.

Step 1 | The Basic plug • Clean design with higher quality materials to elevate the status of the “undesirable” object • White/Black in matte soft touch; orange in smooth plastic

Cable organizer

Step 2.1 | Providing added values and functions • providing the user with more charging options • cable management • a means to display a tablet in the horizontal and vertical position

Step 2.2 | Providing added values and functions

• sliding “tray” for user to access sockets • hides plugs and allows cables to come out from the same “slot” resulting in a cleaner visual feel

Step 3.1 | Adding modularity for user to find the right product for their needs • offer a “starter” kit that provides a variety of different sockets • users can buy individual more specialized sockets to suit their needs

“starter kit”:-italian plug- german plug- USB

power supply connector

individual sockets sold for user to suit their needs

users can customise the configuration to best suit their needs

Step 3.2 | Transition to future technologies

• provide multiple sockets in addition to wireless induction charging for electrical devices

Introducing a new product service system

Helping the client diversify by launching a new product service system that is supplemental to its well-known main product line

BERKELAlways The Original

5

active lifestyle

30-50 yrs old

trendy not luxurious

dual income family

woman

married with children

health conscious

disposable income

SUGO

pesto

vegetables

fruit

cherries

avocado

pera

pesce

chicken

turkey

carrots

MELE

melonemushrooms

salamebresaolaPARMIGIANO

simplicitylife balance

family

well being

active lifestylemelanzane

wat

erm

elon

s

stea

ks

cele

ry

HA

M

salm

one

peas b

ean

s

limone

physical activity

mozarella

indicator light

analog pressure gauge

hand held vacuum pump

charger/base dock

rubber gasket

Type of food

Vegetables

Fruits

Meats

Asparagus

Artichokes

Chicken

3 days left

8 days left

12 days left

BAG/CONTAINER

QR CODE

SMARTPHONE APPWEBSITE/

PLATFORM

- “tag” their food (expiry dates)

- “grocery list” of what is in their fridge

- suggestions for recipes (input what you have in your fridge)

- online community • share knowledge (tricks) • questions for the company • direct and more personal relationship between company and client • BRAND LOYALTY

www.theberkelworld.it

Territorial Branding of the Nordest (European Capital of Culture 2019)

tradition of innovation

trevenezie

2019

who

• corporate business professionals• company workers• university students• handicraft experts• tourists

what

• sharing culture and knowledge• physical space for meeting and sharing• forge new connections and inspirations

why

• to explore the working culture and history of the region through activities that foster collaborative learning

Brand Strategy

6

Functional

Psychological

Attributes Holistic

Villa Palladiana

Gondola

Teatro Olimpico

Palladio

Dolomiti

Arena

Lago di Garda

Handcraft

Opera festival

Dolomiti

Trekking

Romeo&Juliet

Amarone

Pinot Grigio Spritz Cheeses&Hams

AfterworkSpritz

Night onstreets

Corporate business

Institutions

Business

Craftsmen

Tre Venezie

Business environment

Traditional

History

Rituals

Culture

Nature

MysteriousEuropeanConfident

HandmadeProtectiveFamily

ArtLiteratureMusicArchitecture

CaringSharing

UniqueAuthenticSustainable

UniversitiesFoundations

Governmental institutions

GlassWoodMask

StoneMarble

Wine

DisciplineFrom father to son

TraditionalFamily

Effects of economy

Mind Map

A symbol of the past that is transformed into a HUB for the sharing and exchanging of ideas and inspiration between corporations, institutions and craft.

By reusing these capannone , we are giving new meaning to these abandoned structures to represent the Tre Venezie region linking it with sustainability.

From an ugly reminder of the past, we are transforming these spaces into an emblem of hope.

The Silk Road Colombo

Bangkok

New Delhi

Venice Istanbul

Cairo

Beirut

Tracing the routes of the old Silk Road, pop-up info-points that resemble capannone will appear in busy urban areas to draw attention and to give information on the upcoming Tre Venezie 2019 event.

t

TRE VENEZIE

Corporations Craft Institutions

open door

• share corporate culture• connecting businesses

workshops

• collaboration between corporate and handcraft

competitions

• university students (fashion, furniture, etc.)

events

• seasonal themed events to showcase local landscape• Opera festival and Carnivale as outside attraction

HUB

2012

2013

2014

2015

2016

2017

2018

step #1

• meeting with involved parties

step #3

• announcement of ECOC winner step #5

• evaluation and announcement of chosen projects

step #7

• Silk Road project with pop-up capannone

step #2

• invitation to all actors• creation of the hub

step #4

• application period for project proposals

step #6

• program timeline planning

tradition of innovation

trevenezie

2019

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tradition of innovation

trevenezie

2019

FAN: open mind

Nature and work

CONVERGENCE:Sharing and collaborating

RISE UP: beginning of a new period in Triveneto