Creative strategy project - Remix samples around a theme
2021 Fall 4 Weeks Project
A series of "national style" creative experience products specially designed for calligraphy lovers.
PROJECT BRIEF
Calli is a series products that can clean the writing brush independently, assist and help people who love Chinese calligraphy simplify the writing process. In the process of calligraphy, a pot of green tea is essential. Calli's supporting tea set will help you relieve fatigue.
INSPIRATIONS
My inspiration comes from my family's calligraphy gene. My grandfather, father and I are all lovers of "Chinese calligraphy" and Chinese traditional culture. Calligraphy is an abstract symbolic art based on Chinese characters and written with a brush with four-dimensional characteristics. It reflects people's spirit, temperament, knowledge and cultivation.
Wang Xizhi, a Chinese calligrapher, politician and general during the Jin dynasty.
What we need: Life interactive products with cultural flavor. Design a "national style" calligraphy product.
TARGET AUDIENCE
EMPTY NESTERS
Late Majority
Age: 65’s to 85’s
Gender: Female & Male
Education: Primary / junior high school
Income: 2500 - 5500 RMB/Month (According to the child's alimony, local policies, subsidies...)
Hometown: Most cities in China - Beijing, Shanghai, Shenzhen, Zhejiang, Shenyang...
Number of children: One to three
Marital status: Widowed / Old couple
Lifestyle: Simple and relaxed / Carefree / Do what they like / lonely
Interests: Playing chess / Walking / Writing / Smoking / Drinking tea / Listening to the music...
Attitudes: Speak freely / Find the fun of life / Expect children to be well
Personality: Caution / Happiness / Irritability / Depression / Paranoia / Optimistic & Pessimistic
Values: Morality / Knowledge / Energy / Experience
Attributes:
1. Extreme emptiness 2. Pessimistic helplessness
3. Deep loneliness 4. Mental malaise
5. Comfortable life 6. Stubborn attitude
PAIN POINTS
The preparation and finishing of calligraphy is particularly complex. In the process of writing calligraphy, there is also the risk of getting dirty by ink.
The cleaning method is single and the effect is not obvious.
Cleaning tools are expensive and not practical.
The cleaning process is complex.
The brush container is too heavy.
It's not easy to put it at home.
When using inkstone, the brush is easy to fall to the ground.
DESIGN CONCEPT
Project strategies combination = Pattern breaking + Reframed approach + Perspective shift + Remix
WRITING BRUSH AUTO-CLEAN SYSTEM
People unable to find a suitable cleaning method. There is no guarantee of 90% cleanliness after cleaning
Solution: Electronic products: Reduce the writing brush cleaning steps and automatic clean the writing brush
MULTIFUNCTIONAL INKSTONE
Writing brush placement problem, ink problem.
Solution: Writing brush management system, which can solve the problems of ink splash and brush placement.
MOODBOARD
“Bamboo Style”
“Chinese Imperial Crown” Style
“Haier Style”
IDEATION
Project strategies combination = Pattern breaking + Reframed approach + Perspective shift + Remix
Sketch
“Bamboo Style”
“Chinese Imperial Crown” Style
“Haier Style”
Keyshot rendering
As an intelligent household appliance brand with a sense of social responsibility, Haier is constantly meeting the needs of consumers through innovative products with sustainable development. Consumers can directly feel the breath of Chinese culture through interaction with Haier products.
Elegant | Technological | Smooth | Futuristic
Ink disk
Automatic cleaning machine
“Haier” cleaning system
Press-button
USER SCENARIO
