Arushi Soni
Product under Design Registration
Overview
In order to design a Table Lamp with Room Freshener , targeting the Upper Crust segment of Indian households. The product is visually appealing, have dual functionality, and caters to the cultural significance of lighting and room fresheners in Indian homes. The design aligns with the brand image of Chumbak, which is known for quirky, colorful, and culturally-inspired products. The end product differentiates itself from competitors in the market, caters to the growing demand for premium products in India
My Role
In a team of 5 members, i played a crucial role in conceptualizing the product, creating and selecting detailed designs that meet the criteria mentioned in the overview. I helped in conducting research about the brand, target audience in identify the needs and preferences of the Upper Crust segment in Indian households. Hence i played a crucial role in ensuring that the final product meets the requirements set forth in the design brief and offers a unique value proposition to the target audience.
Challenges
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Balancing functionality and aesthetics: The product needs to be functional as both a table lamp and a room freshener, while also being visually appealing and aesthetically pleasing to the target audience.
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Meeting safety standards: The product needs to be designed in such a way that it is safe to operate, particularly when being used as a table lamp
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Refill and maintenance: The product will need to be designed in such a way that it is easy to refill and maintain, as this will be a key consideration for the target audience
BRAND STUDY | CHUMBAK
Chumbak (Ch-oom-buck) - it means a Magnet in Sanskrit. Based in Bangalore, with the idea of designing fun souvenirs & collectibles inspired by India. Their product & designs are inspired by cultures and art forms from around the world, blended with a fun, colorful, and modern aesthetic that is joyful and uplifting.
Designs that appeal the age group between 15-30, work professions, college students
Targeting
Why "Chumbak"?
A brand with colorful, and modern aesthetics, that is joyful and uplifting
Founder: Subhra Chadda & Vivek prabhakar
Logo
website
Offline Store
Pastel Colours
Eye- Catchy
Vibrant
Friendly
Attractive
Lively
Pleasant
PRODUCT PORTFOLIO
CHUMBAK- “All about Prints”
Pop colours & Contrasting
Themed
Complex
Motif
Comic
Indian- Culture, Daily life, Heritage
Repetitive
FURNITURE AESTHETIC ATTRIBUTES
Design on the legs of the furniture are inspired from wooden craddle
Why furniture?
Since its all about prints, furniture is something that has aesthetics in the form of the legs itself
VISIT TO CHUMBAK STORE FOR PRIMARY RESEARCH
INSIGHTS
No dark corners
A Happy feeling can be associated with the brand
Attractive
Colourful
No boring corners
Ambience
Pop colours & Contrasting
Why visit the store?
Observing & Interacting Customer, Customer Behavior, Brand Awareness, Gathering Product Information
OBSERVATION MADE AT THE STORE
INTERVIEW
Interview was conducted to gather feedback from two customers on their perception of the "Chumbak" brand and their product preferences
OVERVIEW:
"Chumbak" is a brand that is highly appreciated by customers for its unique and quirky designs, with a particular focus on prints. While some customers visit the stores frequently, others visit rarely but still appreciate the products offered. Quality is a consistent aspect that customers appreciate and there are very few complaints regarding this aspect. Suggestions for future products include customizable options and expanding the variety of cushion covers. In terms of a Table Lamp/ Room Freshener product, there seems to be interest among customers, with some suggesting the addition of a mobile charging port. Overall, the interviews suggest that Chumbak has a loyal customer base who appreciate the brand's focus on design and quality, and who are open to new product offerings from the company.
Interviewee 1: Mansi
Interviewee 2: Vasudha and Ashish
COMPETITOR OF CHUMBAK
HOME CENTRE
OBSERVATION
wide range of products
Stylish and Trendy
Reasonable Price
Durable
Minimalist Designs
Aesthetics in the form itself
Quality Products
DESIGN BRIEF:
To design a table lamp with a room freshener while maintaining the brand identity of Chumbak, for Upper Crust in an Indian Household
COMPARATIVE STUDY
TEAR DOWN STUDY OF GODREJ ROOM FRESHENER
Outer Body
Internal components
Refill
AA battery
Push Mechanism
PCB
Part Break-up was done to understand how the room freshener works, the internal components, parting line, so that the mechanism can be integrated into the product.
Table Lamp with Room Freshener
Upper Middle Class
Indian Household
Dual functionality, Aesthetics, Cultural significance, Brand alignment
INSPIRATION BOARD
CONCEPTUALIZATION
"CAMEL" INSPIRED DESIGN
This is a gel-based room freshener that features a unique design element - the gel is placed under the hump of a camel. As the lamp heats up, the gel slowly sublimates, releasing its fragrance into the room
"BIRD" INSPIRED DESIGN
This is a spray-based room freshener designed with a bird-shaped dispenser. At certain intervals, the wings of the bird open and release the spray from the nozzle
