2. 1. Brand Story
2. Logo Concept Rationale
3. Merchandise Assortment
4. Product Market Research
5. Product Description
6. Gantt Chart
7. Timeline
8. VM Concept
AGENDA
1. Final Store Visuals
2. Display Units & Props List
3. Name Cards
4. Swing Tags
5. Price Cards
6. Packaging
7. Wrappers
8. Thank You Card
9. Playlist
10. E-Commerce
11. Lookbook
12. E-Poster
13. Pin-Up
14. Financial Planning
3. CONCEPT RATIONALE / BRAND STORY
- P A C K -[pak] noun.
a group of things wrapped or tied together for easy handling or carrying; a bundle, especially one to be carried on
the back of an animal or a person.
PACK is a lifestyle label established in 2015 by a group of aspiring designers in SG, whose combination of
contemporary aesthetics was interlaced. As its name suggests, we aim to simplify the lives of people through our
products which are made multi-functional. Not only do we provide you with the primitive essentials of
organisation, but also products which you are able to pack them in it. PACK brings convenience to an entirely
new level.
PACK is a localised label which desires to incorporate all races and languages of SG into the brand. Being the
regular guy, PACK blends well amongst the ordinaries and keeps everything to its minimum, for example,
maintaining an achromatic palette and clean cut forms of our products and visual merchandising. Being under
the influence of Maison Margiela and Muji also allowed us to attain great inspiration and this was our way to go in
developing our very own brand -
PACK.
4. CONCEPT RATIONALE - LOGO
AW 16/17 Packaging Forecast
FLAT DESIGN
In trend: Influence from various styles of art including swiss style,
minimalism, and styles emerging from Bauhaus
Colour: Black & White
➔ Black - sophistication, authority, style
➔ White - cleanliness, innocence, purity
Background: Brush strokes
➔ Self-painted for a more ‘artisan’ aura
Typography: Da Streets (Font)
➔ Painted effect for ‘DIY’ impression
Influence: WGSN
➔ Smoky haze fonts are the forecasted trends for AW16/17.
➔ Undefined, imprecise and unfinished look through various
mediums adds a vanishing touch to serif fonts
5. MERCHANDISE ASSORTMENT
UPSIZE BY PACK
Upsize is our premium product which is the most multi
functional clutch in a form of a “lunchbag” which consists of
card/phone slots.
PACK BY PACK
Pack is our range of (PVC) leather wear products that can
pack your personal belongings.
ETC BY PACK
Etcetera is a collection of miscellaneous products and
services such as pencils, erasers, stickers, candles and a
polaroid photo booth.
HARDWARE BY PACK
Hardware is a collection of accessories featuring two main
products - the necklace and the bracelet. These accessories
revolve around the use of hardware such as bolts and ropes.
6. PRODUCT MARKET RESEARCH
1. Means of Control
(practical and multifunctional container)
2. Comfort Zone
(exude self-confidence)
3. Convey a Message about You
(social marker)
4. Create Your Personal Identity
(individuality)
B A S I C R O L E S
7. PRODUCT MARKET RESEARCH
➔ Helps to find things in their bags that go beyond separate
sections, pouches or cases
➔ Helps to organize their day – don't forget signals, built in
technology for bill-paying
MARKETING POTENTIALS
10. GANTT CHART - UPDATED
SALES OPERATION
MARKETING, BRANDING & VM IMPLEMENTATION
29th Apr - 11th May
11. TIMELINE
Briefing on
Product/
Sales Plan
Marketing, Branding &
Visual Merchandising
Implementation
Sales Operation
Business
Formation /
Organisation Plan
7th
May
20th
April
29th
April
MARKETING,
BRANDING &
VM IMPLEMENTATION
12. STORE LAYOUT
➔ Theme colour: White
➔ Positive traits - simplicity, efficiency,
sophistication
➔ Negative traits - cold, unfriendly
➔ Theme: Kitchen
- Rustic-style
- Welcoming atmosphere to invite
customers to approach store
- Use of kitchen items (eg.chopping
board, apron, utensils)
FIRST DEVELOPMENT - VM
Photos by: WGSN
23. PRICE CARDS
To be displayed on the store display, below
each product for convenience of the
customer to refer for pricing.
PRODUCT NAME
S$PRICE
DIMENSIONS
THYME
S$9.90
30 x 20 cm
24. PACKAGING
WHITE PAPER BAG
($5 & ABOVE)
ETC BY PACK
PENCIL
ERASER
CANDLES
STICKERS
PHOTOBOOTH
HARDWARE BY PACK
NUTS NECKLACE
ROPE BRACELET
BROWN PAPER BAG
UPSIZE BY PACK
PACK BY PACK
DRAWSTRING BAG
FLAT ORGANIZER
BOTTLE DRAWSTRING
27. PLAYLIST➔ Youth Megatrends A/W 16/17 – Artisan & Elemental
➔ Artists: Sinkane, James Bay, FKA Twigs, BANKS, Jungle, Ed Sheeran, The Black Keys,
Angus & Julia Stone, Crystal Fighters
A mix of indie, funk and alternative.
28. E-COMMERCE
http://bypack.weebly.com/ https://instagram.com/by.pack/
+ With access of internet readily available, PACK has joined tumblr and instagram to cater to the target
audience of age 18-30.
+ In addition, QR codes have been generated to allow easier access to PACK’s social media platforms
with the use of smart phones.
+ Also, to meet the needs of PACK’s customers, they are able to contact us through email at
enquiriesbypack@gmail.com to have their doubts cleared.
33. CUSTOMER (MARKET SEGMENTATION):
DEMOGRAPHIC :
Age: Young adults age 18 - 30 years old
Interest : Contemporary and artisan aesthetics
They can be of all walks of life and are mostly
students who have an average daily allowance of
$10.
Habits:
+ Socially conscious shopper
+ Technologically Savvy
34. BEHAVIOURAL :
Events : The Local People, etc.
Objective : Sell and market our brand and
products to our target consumers
Special Marketing :
Digital Fashion week
+ Sponsor products
+ Showcase our brand to names in the
fashion industry
https://www-techinasiacom.netdna-ssl.com/wp-content/uploads/2012/05/digital-fashion-week.jpg
CUSTOMER (MARKET SEGMENTATION):
35. ORGANISATION CHART
Store Manager
Cynthia
Branding & Sourcing
Manager
Riefa
VM & Finance
Manager
Jing Ting
Production & Finance
Manager
Rian
Product Design & HR
Manager
Nicole
PACK applies a functional approach in terms of departmentalisation. This means that our employees are full time workers and
they will report to the store manager.
36. + Provide a simple and relaxing experience for our customers
+ To create multi-functional quality goods without compromising our budget
+ To ensure we play our part in being eco-friendly and anti animal cruelty
MISSION
37. VISION
+ PACK aims to provide designer handmade quality goods at affordable prices
38. BRAND CONCEPT
Archetype: Regular Guy/Girl
Motto: All men and women are created equal
Strengths:
+ Sense of belonging
+ Blend in
+ Develop ordinary solid virtues
Core Desire:
+ Connect with others
Photo by: http://www.trbimg.com/img-546bda4b/turbine/la-et-cm-norton-simon-musee-dorsay-exchange-
whistlers-mother-20141118
39. BRAND CONCEPT
Emotional Selling Point (ESP):
+ Sense of belonging and uniformity
Purpose:
+ A functional and simple common way of living
43. UNIQUE SELLING PROPOSITION
EASY IS NATURAL.We like to simplify everything.
For PACK by PACK, our products are made to suit your organizational needs.
For ETC by PACK, we provide you with your basic needs such as stationery and all
things miscellaneous to your everyday life.
For HARDWARE by PACK, we bring you the simplest yet stylish accoutrements to your
daily outfits.
Furthermore, we like to package our PACK products in the most eco friendly way to play
our part in saving the earth. Would you like to join us on this journey?
51. BRANDING
STICKER
Comes with every purchase with the swing tag
THANK YOU CARD
Tied to the paper bag, a card that thanks
the customer and suggests customers to
show off their purchase with a hashtag,
#PACKitup
52. E-COMMERCE
http://bypack.weebly.com/ https://instagram.com/by.pack/
+ With access of internet readily available, PACK has joined tumblr and instagram to cater to the target
audience of age 18-30.
+ In addition, QR codes have been generated to allow easier access to PACK’s social media platforms
with the use of smart phones.
+ Also, to meet the needs of PACK’s customers, they are able to contact us through email at
enquiriesbypack@gmail.com to have their doubts cleared.
53. MARKETING STRATEGY: 4Ps
PLACE
+ store/booth located at TP Design entrance
+ e-commerce (eg. weebly, instagram) to cater to target audience who are readily
on smart devices
+ use of QR codes for easier accessibility to the right channel/page
PRICING
+ affordable pricing for target audience
+ use of odd pricing technique (eg. .90¢)
+ prices are marked up for higher profit gains
+ discounts are available when bought in sets to appeal better to target audience
54. MARKETING STRATEGY: 4Ps
(MAIN) PRODUCT
+ cater to current trends & need of target audience nowadays; its multi-functional
uses allows users to pack their items easily & efficiently
+ the easy-carry lunch bag comes in handy at all times, together with the smaller
organisers to keep their things neat and tidy
+ basic colours available helps to pair with anything that they wear and its size is
just right for storage
PROMOTION
+ products will continuously be advertised on the website and instagram page
during ‘peak’ hours
+ initiating to follow people within our target audience group will allow them to be
aware of our new brand
+ QR codes will be featured at various places for people to scan and access our
pages
+ use of hashtags for people to locate us easily
55. 1. Brand Story
2. Logo Concept Rationale
3. Merchandise Assortment
4. Product Market Research
5. Product Description
6. Gantt Chart
7. Timeline
8. VM Concept
AGENDA
1. Final Store Visuals
2. Display Units & Props List
3. Name Cards
4. Swing Tags
5. Price Cards
6. Packaging
7. Wrappers
8. Thank You Card
9. Playlist
10. E-Commerce
11. Lookbook
12. E-Poster
13. Pin-Up
14. Financial Planning
56. CONCEPT RATIONALE / BRAND STORY
- P A C K -[pak] noun.
a group of things wrapped or tied together for easy handling or carrying; a bundle, especially one to be carried on
the back of an animal or a person.
PACK is a lifestyle label established in 2015 by a group of aspiring designers in SG, whose combination of
contemporary aesthetics was interlaced. As its name suggests, we aim to simplify the lives of people through our
products which are made multi-functional. Not only do we provide you with the primitive essentials of
organisation, but also products which you are able to pack them in it. PACK brings convenience to an entirely
new level.
PACK is a localised label which desires to incorporate all races and languages of SG into the brand. Being the
regular guy, PACK blends well amongst the ordinaries and keeps everything to its minimum, for example,
maintaining an achromatic palette and clean cut forms of our products and visual merchandising. Being under
the influence of Maison Margiela and Muji also allowed us to attain great inspiration and this was our way to go in
developing our very own brand -
PACK.
57. CONCEPT RATIONALE - LOGO
AW 16/17 Packaging Forecast
FLAT DESIGN
In trend: Influence from various styles of art including swiss style,
minimalism, and styles emerging from Bauhaus
Colour: Black & White
➔ Black - sophistication, authority, style
➔ White - cleanliness, innocence, purity
Background: Brush strokes
➔ Self-painted for a more ‘artisan’ aura
Typography: Da Streets (Font)
➔ Painted effect for ‘DIY’ impression
Influence: WGSN
➔ Smoky haze fonts are the forecasted trends for AW16/17.
➔ Undefined, imprecise and unfinished look through various
mediums adds a vanishing touch to serif fonts
58. MERCHANDISE ASSORTMENT
UPSIZE BY PACK
Upsize is our premium product which is the most multi
functional clutch in a form of a “lunchbag” which consists of
card/phone slots.
PACK BY PACK
Pack is our range of (PVC) leather wear products that can
pack your personal belongings.
ETC BY PACK
Etcetera is a collection of miscellaneous products and
services such as pencils, erasers, stickers, candles and a
polaroid photo booth.
HARDWARE BY PACK
Hardware is a collection of accessories featuring two main
products - the necklace and the bracelet. These accessories
revolve around the use of hardware such as bolts and ropes.
59. PRODUCT MARKET RESEARCH
1. Means of Control
(practical and multifunctional container)
2. Comfort Zone
(exude self-confidence)
3. Convey a Message about You
(social marker)
4. Create Your Personal Identity
(individuality)
B A S I C R O L E S
60. PRODUCT MARKET RESEARCH
➔ Helps to find things in their bags that go beyond separate
sections, pouches or cases
➔ Helps to organize their day – don't forget signals, built in
technology for bill-paying
MARKETING POTENTIALS
63. GANTT CHART - UPDATED
SALES OPERATION
MARKETING, BRANDING & VM IMPLEMENTATION
29th Apr - 11th May
64. TIMELINE
Briefing on
Product/
Sales Plan
Marketing, Branding &
Visual Merchandising
Implementation
Sales Operation
Business
Formation /
Organisation Plan
7th
May
20th
April
29th
April
MARKETING,
BRANDING &
VM IMPLEMENTATION
65. STORE LAYOUT
➔ Theme colour: White
➔ Positive traits - simplicity, efficiency,
sophistication
➔ Negative traits - cold, unfriendly
➔ Theme: Kitchen
- Rustic-style
- Welcoming atmosphere to invite
customers to approach store
- Use of kitchen items (eg.chopping
board, apron, utensils)
FIRST DEVELOPMENT - VM
Photos by: WGSN
76. PRICE CARDS
To be displayed on the store display, below
each product for convenience of the
customer to refer for pricing.
PRODUCT NAME
S$PRICE
DIMENSIONS
THYME
S$9.90
30 x 20 cm
77. PACKAGING
WHITE PAPER BAG
($5 & ABOVE)
ETC BY PACK
PENCIL
ERASER
CANDLES
STICKERS
PHOTOBOOTH
HARDWARE BY PACK
NUTS NECKLACE
ROPE BRACELET
BROWN PAPER BAG
UPSIZE BY PACK
PACK BY PACK
DRAWSTRING BAG
FLAT ORGANIZER
BOTTLE DRAWSTRING
80. PLAYLIST➔ Youth Megatrends A/W 16/17 – Artisan & Elemental
➔ Artists: Sinkane, James Bay, FKA Twigs, BANKS, Jungle, Ed Sheeran, The Black Keys,
Angus & Julia Stone, Crystal Fighters
A mix of indie, funk and alternative.
81. E-COMMERCE
http://bypack.weebly.com/ https://instagram.com/by.pack/
+ With access of internet readily available, PACK has joined tumblr and instagram to cater to the target
audience of age 18-30.
+ In addition, QR codes have been generated to allow easier access to PACK’s social media platforms
with the use of smart phones.
+ Also, to meet the needs of PACK’s customers, they are able to contact us through email at
enquiriesbypack@gmail.com to have their doubts cleared.
