Major Project I
Felice Jolin (0373636)
Major Project 1 / Bachelor of Design (Hons) in Creative Media
TABLE OF CONTENT
INSTRUCTION
Module Information Project
LECTURES
Project Brief
TASK
For the Major Project, after some discussion, I decided to do it with my 2 friends, Aveline and Dafina.
1. Brainsotrm Idea
First, we begin to brainstorm and come up with 4 ideas. Ms. Anis like the 4th idea and told us to focus onrice originated from Indonesia since 3 of us are Indonesian. She also mentioned that this could highlight the food shortage, raising starving awareness and food appreciation. Ms.Anis told us to refined the idea more solid and research for packaging references.
2. Research
We start to research deeper for types of Indonesian Rice and compiled it in a pdf.
We did research about the current rice packaging. Rice is usually packaged in simple plastic which limits the cultural and gift value. This project aims to redesign rice packaging into a more aesthetic and meaningful gift form that promotes food appreciation, reduces waste as well as expanding Indonesia rice heritage exposure.
Moving on, we search for inspiration online. We were attracted with the layering and drawer concept of the hardbox. We also think that the farmer’s hat can be an inspiration to be integrated in the packaging. While for the paddy field, it is the place origin of rice, so we plan to include it in our packaging.
3. Our Brand
Next we discussed our brand name options with Ms. Anis, which were “Butir” and “Padiwara.” She chose “Padiwara” because it feels simpler, more prestigious, and minimalist. After deciding on the brand name, we proceed to build the brandstartegy.
Fig 3.1 Brand Strategy
4. Sketch
After some research and done with the brand strategy, we start to do some sketches. For the first idea, it is inspired from the paddy field, as a place of the rice origin. As it looks like a stair, we plan to make each step have a drawer. Then for every step, it has a pop-up decoration (rice farmers). We want to show the paddy field clearly therefore we will close the packaging using mika plastic, so people can see from top and front view.
Fig 4.1 Sketch 1
For the second idea, the top part is inspired from the farmer’s hat. As well as resembling a house roof. This also portrays how rice is important in a house. The opening is by attaching rubber/ rope on 2 sides of the opening lid part. When the rubber is released, the bottom part will open to the front. The interior will be 2 drawers, each with 2 partitions to fit in 4 variants of rice. In addition, on top of the drawer will be a pop-up decoration, resembling the people pounding rice in traditional Indonesian style.
Fig 4.2 Sketch 2
For the third idea, this box has a pop up inside the lid part of the box that tells the story behind the rice farmers, so it can be seen immediately when opening the box. It is also a surprise box that opens with storytelling. The rice can be found when you already read the story. So basically it is inspired by a treasure box that is hidden inside a story.
Fig 4.3 Sketch 3
The fourth idea is similar to the third one in the matter of opening packaging. However, the lid part of the packaging has 2D illustrations and for the rice it is stored in a drawer form, with the handle that can be used for carrying the box too.
Fig 4.4 Sketch 4
5. Design References
After sketches, we used AI to help us visualize it into a 3d mockup. We discussed and consulted the packaging design model with Ms. Anis. She mentioned we can proceed with the left design as the right side one looks too complicated.
Fig 5.1 Packagin Reference by AI
We also discussed the platforms and application that we will create, including the website in addition to social media, also the collaterals.
Fig 5.2 Reference
6. Logo
Next we start to search for reference for logo. We want a minimalist look but with a touch of cultures and traditions.
After the feedback, we made more variations and alternative for the logo. Ms. Anis said that the one with the Java sanskrit is interesting, also looks like how padi grows.
Primary Logo in Black and White
This is the black & white version of primary Padiwara logo, made for use when color is not neccessary such as on monochrome prints or embossing.
Secondary Logo in Black and White
This is the black & white version of secondary Padiwara logo, made for use when color is not neccessary such as on monochrome prints or embossing.
Logo in Primary Color
To maintain readability and visual presence, the logo should always be
surrounded by a clear area. The logo clear space bounded utilizing the
letter p from Padiwara.
Logo Construction Grid
The logo is built on a precise construction grid. This framework defines the exact proportions and spatial relationships of its elements, ensuring its form remains consistent everywhere.
Logo Rationale
The Padiwara logo reflects the cultural significance of rice in Indonesia, utilizing elements of tradition and nature, that cultivate it.
Logo Background
Fig 6.12 Logo Background
Logo Minimum Size
To ensure legibility, our logo must not be reproduced at sizes smaller than those specified here. Adhering to these minimums for print and digital use is essential for brand integrity.
This is the logo minimum size, with the minimum width of 30mm followed by each variation height.
Logo's Do
Use the logo with the approved colours, clear space, and proper proportions to maintain a consistent brand identity.
Logo's Don't
Avoid modifying the logo or using it in ways that affect its clarity and brand consistency.
The colour palette is inspired from the natural beauty of paddy fields and earthy tones of traditional rice baskets, symbolising the connection between rice, nature, and Indonesian heritage.
8. Brand Pattern
Inspired by the form of a rice grain and the iconic Batik Kawung motif, the pattern reflects Indonesian heritage while adding a distinctive visual element across the brand.
Corporate Asset
1. Business Card
The business card reflects the brand through a clean layout and consistent visual identity, creating a professional and memorable impression.
2. Letterhead
This is the official letterhead document templates to maintain a consistent and professional brand identity across the brand.
3. Envelope
The envelope enhance the brand identity by using consistent visual elements, colours, and typography, ensuring a professional look across all brand materials.
4. Receipt
This is the receipt provided to customers upon purchase, designed with the brand’s visual identity to maintain a consistent and professional customer experience.
Collateral
1. Packaging
2. Greeting Card
The greeting card is included inside the hamper to add a personal touch while introducing the recipient to the culture of Indonesian rice.
3. Rice Tag
The rice tags are included in the hamper to provide information about each of the four rice varieties, helping recipients understand their unique characteristics.
4. Bookmark
The bookmark acts as a practical brand collateral that extends the Padiwara experience beyond the hamper while maintaining a connection to the brand’s identity.
5. Sticker
The sticker serves as a small brand collateral that reinforces Padiwara’s visual identity and adds a playful touch to the overall brand experience.
6. T-shirt
Padiwara's t-shirts is designed simple and stylish and as wearable merchandise with the brand’s logo on the front and pattern on the back.
7. Tote bag
The tote bag with a minimalist design is a stylish merchandise item to carry your belongings. The design utilized the secondary logo with our brand pattern.
Fig 9.12 Ttote Bag
Digital Presence
1. Social Media
Social media helps Padiwara reach a wider audience while sharing the story, cultural value, and heritage behind Indonesian rice.
2. Website
Click here for website prototype
The website acts as a digital platform for Padiwara to showcase its products, share the cultural significance of Indonesian rice, and provide audiences with more information about the brand.
Environmental Graphic
1. Poster
2. Signage
3. Banner
Following the signage, audience will encounter the banner that presents Padiwara’s brand story through two chapters, guiding them through the stroytelling of Indonesian rice.
4. Booth
Next, visitors will arrive at the Padiwara booth, where they can explore the brand and engage with the campaign experience.
10. Brand Guideline
After done with all the brand startegy and application, we moved on to compile it into a brand guidelin. We used the size of A5 landscape for the book design.
Click here to the see the flipbook
Fig 10.1 Brand Guideline
11. Presentation Slide
Fig 11.1 Presentatino Slides
RECAP LINK:
FEEDBACK
Week 1
Ms. Anis mentioned we cannot go with this
idea as people wouldn't want to buy a food without knowing what it is. She
mentioned this is a boring approach, she could see the idea but we need to
further see inspiration and how people sell their hampers. She said that
this is a good approach to promote indonesian rice heritage. She mentioned
that we could possibly combine the Idea 3 & 4 by making a gift set of
a variety of rice from Indonesia. Ms.Anis mentioned we should come up with
a more solid idea, purpose and research more on indonesian rice and types
of packaging or hampers in the market.
Week 2
After presenting our updated progress, Ms.
Anis mentioned that we should finalise our project title and brand
strategy before moving on to the next stage of the design process. She
also advised us to finalise the packaging concept so that all of the brand
applications would have a consistent direction. Besides that, she asked us
to decide on the platforms that would best communicate the Padiwara brand,
such as social media, the website, posters, and the exhibition booth.
Since storytelling is one of the core concepts of our brand, Ms. Anis
reminded us that the experience should feel authentic and relatable to
Indonesian culture. She suggested that the storytelling should reflect how
people in Indonesia appreciate rice and that the customer journey should
be smooth, allowing users to gradually discover the story behind
Indonesian heritage rice throughout the unboxing
experience.
Week 3
After reviewing our updated progress, Ms.
Anis mentioned that our idea had become much clearer, which showed that we
were moving in the right direction. She advised us to continue focusing on
the brand strategy and brand identity first, as they would guide the rest
of the project. She also reminded us that the packaging design and other
supporting materials could be developed later. Lastly, Ms. Anis encouraged
us to start planning our exhibition booth. Since our group consists of
three members, she suggested presenting Padiwara as a campaign rather than
simply showcasing the product, allowing visitors to have a more engaging
brand experience.
Week 4
After presenting our logo explorations, Ms. Anis
reviewed the different design directions and shared her feedback. She
mentioned that some of the logo concepts felt too playful, while others
appeared too corporate or overly oriental. She encouraged us to refine the
design by incorporating a distinctive Indonesian element so that people
could immediately recognise Padiwara as an Indonesian brand. Lastly, she
reminded us that the logo should reflect the brand's identity by having an
elegant and prestigious appearance, allowing it to communicate the premium
value of Indonesian heritage rice more effectively.
Week 5
After reviewing our latest logo
development, Ms. Anis mentioned that the logo featuring the aksara element
was the strongest direction. She liked how the shape resembled the natural
growth of paddy, making it meaningful while still representing the brand's
identity. She encouraged us to continue refining and finalising the
selected logo so that it would be ready for the following stages of the
project. Lastly, she reminded us to start preparing for the Week 9
presentation by organising our progress and ensuring that our ideas could
be presented clearly and confidently.
Week 6
Ms. Anis said that the explanation for
each section was too long and wordy. She asked us to make it shorter and
only the key points so that it fits better on the presentation slides. She
also said that the logo needs further development and refinement.
Week 7
Ms. Anis said that we should further improve the
logo hierarchy, white space, and overall composition to make the design
look more balanced and visually appealing. She mentioned that the overall
direction is already good. We should continue refining the logo and
proceed with the brand guideline development.
Week 8
During our presentation with Prof. Phil,
he shared several suggestions to improve our project. He mentioned that
the visuals on our presentation slides could be made larger so that the
content would be clearer and more engaging for the audience. He also
suggested creating patterns based on our own brand identity instead of
using generic ones, allowing the presentation to better reflect Padiwara's
visual language. Lastly, Prof. Phil commented that our logo was very well
designed and successfully represented Indonesian culture, which gave us
confidence to continue developing the brand in the same direction.
Week 9
During our presentation with Prof. Phil,
he shared several suggestions to improve our project. He mentioned that
the visuals on our presentation slides could be made larger so that the
content would be clearer and more engaging for the audience. He also
suggested creating patterns based on our own brand identity instead of
using generic ones, allowing the presentation to better reflect Padiwara's
visual language. Lastly, Prof. Phil commented that our logo was very well
designed and successfully represented Indonesian culture, which gave us
confidence to continue developing the brand in the same direction.
Week 10
(Presentation Week)
Week 11
(Presentation Week)
Week 12
-
Week 13
-
Week 14
After reviewing our latest brand
applications, Ms. Anis mentioned that the overall designs were progressing
well. We presented our three poster series, two banner designs, nine
Instagram feed posts, and rice tags for feedback. She commented that the
poster series was well designed, but suggested adding padi illustrations
to Posters 1 and 3 so that audiences could immediately recognise that the
brand is related to rice. Besides that, although we had already prepared
two banners for the exhibition, she recommended creating a backdrop or
booth design to better visualise the overall campaign and strengthen the
exhibition experience. Lastly, Ms. Anis encouraged us to gather feedback
from external audiences to see whether people could understand what
Padiwara represents at first glance, allowing us to evaluate the
effectiveness of our brand communication.
REFLECTION
Throughout this project, I learned that developing a strong brand needs more than just creating attractive visuals. It involves research, strategic planning, and continuously refining ideas based on feedback. Through each consultation, we were able to improve our concepts and strengthen Padiwara’s identity, from its initial brand strategy to the final brand applications.
Working in a team also showed me importance of communication. We consistently communicate effectively to ensure that our designs are aligned. Overall, I am satisfied with how Padiwara developed into a brand that introduce Indonesia’s rice heritage while maintaining a premium and meaningful identity.
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