'Water bottle shape of package'

As I have defined on the previous background research, packaging is the container or cover material of the product. However, to stimulate consumers’ curiosity and their awareness of the brand, I have adopted the use of water bottle shaped container as a main form of packaging. A sport is a hydration demanding activity, which obviously requires water that relishes the need of hydration, undoubtedly making water as one of the most important element of the sports activity.

“Atelier LaDurance is a small scaled, independent French denim label that has the passionate drive to make top crafted products. It develops limited runs at a traditional atelier in the south of France.
The Atelier LaDurance comprehensive visual identity. Packaging, labeling and point of sale items are designed purely from a practical point and they display the kind of logical simplicity you are likely to find deeply rooted into the French aesthetic of every day.
Like the repairkit: an emergency capsule that has been put together to an autonom-ous design with only off-the-shelf metal components. Manually assembled, one by one and attached to all Atelier LaDurance denim products with a keyring. Containing a thimble, 2 buttons and a piece of lining and a piece denim cloth.”

Designed by Stormhand Country: The Netherlands

S9's 9sub logos

I wrote down as many as ‘sport motions’ words on the paper. Out of numerous numbers of motion types, breathing, sprinting, swing, running, hitting, jumping, turning, sliding, and kicking were the most representing types of motions of everyday sport. This was proved by the surveys which I have done, and majority of the respondents believed that those 9 images help them to picture most number of different sports activities. Also I derived the name ‘S9’ which is the reflection of nine representing motions I have picked out that defines ‘sports motion’.

'S9' main logo

At first, I have brainstormed the ‘words of image’ which I could derive from the ‘sports + casual’ image. As a result, I’ve obtained words like Dynamic, playful, active, originality, uniquely, new trial, and so on. This brainstorming was intended to grasp a unique idea of the ‘brand identity’ which I will create, which directly influences the image of logo, packaging, and advertisement.

I have made several modifications from my main logo due to the comparatively weaker impression to 9 sub logos that represent each motion. As initial red and orange colours overlap with each others, I have changed to deep pink that stands out itself but does not overlap. In order to remove complexity of 9 colour combination, lowering down the colour intensity was effective as you can insert more variations on the lower intense colour. From rather ordinary shape of ‘S’, I have chosen more voluminous and trendy one by making each edge sharper and more fluid that stands out as a figure, like my brand image. Overlapping with various colours using ‘transparent’ technology, and by combining a flame shape with number ‘9’, in this way, I could get a stronger linkage between the main logo and sub 9 logos.

Brainstorming

At the first, I have brainstormed the ‘words of image’ which I could derive from the ‘sports + casual’ image. As a result, I’ve obtained words like Dynamic, playful, active, originality, flame, uniquely, new trial, and so on. This brainstorming was intended to grasp a unique idea of the ‘brand identity’ which I create, which directly influences the image of logo, packaging, and advertisement.

Fashion or performance?

Sports fashion contains clothing such as T-shirts, hoods, trousers, tracksuits, swimwear, gloves and etc and footwear of various different kinds of sports such as tennis, football, basketball, etc. All items of clothing and footwear that are specifically designed for sport are included. These items are worn when participating in a particular sport or worn as casual wear. This includes items carrying a well-known branded logo and items produced under a clothing retailer’s own-label. To establish my brand identity, it is important to define the concept of ‘sports fashion’, which looks at in detail the need of integration between fashion and functionality. Increased competition that require differentiated products, worldwide sports event such has Olympic and world cups need to grasp various groups of attention, used as marketing hence sports sponsorships. For example, companies like Adidas and Nike have spent billions of dollars into sponsoring worldwide sports event to advertise their brand identity and brand awareness.

FEASIBILITY STUDY

Click image I have surveyed among people with various subjective questions in order to exclude preconceived opinions and could get more precise answer. Questions were based on every sector of my research including, preference of sports, packaging, and so on. Surveys are intended to ensure the fairness and equality among consumers.

I distributed a 10 questions of questionnaire to participants who did not have any information about my project through the e-mail and I have received 32 of answers from them.

Discussion 08/05/2009 with 6 of peer students - Before made the questionnaire, I discussed people who are doing fashion design, product design, interior design and graphic design also they can be my target audiance age group and then I made the questionnaire with their opinions. In this discussion, i could get a better understanding of what they think about sportswear and to reflect it into my product.

The Questionnaires would raise the confidence level of my arguments and more certainty on my research.