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Regular version of the site
Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Mariam Saakian
Tactile Brand Startup
Design
(Bachelor’s programme)
2017
The basis of the idea: tactility is a proven dominant criterion in the evaluation of an object. We make the final choice just after touching the object, when we get maximum information of it: weight, mass, material etc. Wherein, visual is only the first emotional reaction.

Purpose: tactile brand startup.

Objectives: brand strategy, determination of the product line, branding, advertising campaign, creation of prototypes of products, space of brand.

Results: the brand whose main strategy is tactility. The product line: the «direct contact» objects. We divide them by finding them in the rooms: a living room, a kitchen, a bedroom, a bathroom. At the same time, criteria for the creation of prototypes, the purpose of which is to achieve maximum tactile susceptibility, have been Identified: a holistic form, the absence of sharp corners and decor. Next objective – corporate identity – is based on the idea of a call for interaction on a visual level. Technological methods of description are also used - embossing, embroidery, engraving etc. The brand space is divided into the zones in the house described above. The floors in them are different - tiles in the kitchen, soft floor in the bedroom. To strengthen the tactile perception, there are warm and cold pedestals. This makes it possible to hyperbolize the pleasantness of sensations: a warm blanket, a cold mug. Zoning method: multi-textured curtains. For example, in a zone of a bathroom it is possible to get through gel balls, and in a drawing room through threads. In this case, the zones have different saturation of light. In the bathroom it is bright, because its function implies good visibility, and in the bedroom - muffled.

Outcome: a unique brand with a unique strategy. There is an opportunity to create the most sold products, because tactility is the main factor of evaluation, as well as tactile-comfortable items, which is extremely necessary in our digitized era.

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