Retail Communication - Native Place, Proprietor

( 2005 - 2008 ) Native Place

Positioning : A hippie-chic showcase for contemporary craft.

The product story - traditional craft re-contextualised into contemporary forms for the urban market .

Location : Koramangala /Museum Road, Bangalore.

Product categories :  An eclectic mix of lifestyle products spanning cushions, curtains, apparel, bags and footwear, candles, essential oils, soaps and incense, home accessories, pottery and more.

Supplier channels : Income generation groups, craft groups, young designers and first-time women entrepreneurs.

Scope of work :

• Brand positioning
• Visual Identity- Interiors/ Communication design /Display
• Merchandising & Vendor development
• Operations.

Retail Communication - Fussion, Aromatherapy Salon

Project : Fussion Aromatherapy Salon, Bangalore.

Positioning : Your personal aromatherapy spa down the road.

Brief : Warm and casual / approachable. The client did not want the traditional minimal /earthy look favoured by spas or pastels for salons, but instead wanted to create an association with aromatic oils derived from flowers and herbs using imagery from flower gardens.

The salon had a modest budget which was allocated to interiors and identity collateral - signage, price list, menu card, gift vouchers, inserts for newspapers, and a visiting card.

Communication Design : Invitations, newspapers releases, inserts and e-vites.

Scope of work :

• Visual Identity - Interiors
• Communication Design

Retail Communication, 100FT Boutique restaurant

PRE LAUNCH



LAUNCH : The Mediterranean Resto-bar & Boutique



( 2002 - 2005 ) 100ft Boutique Restaurant, Bangalore

Designation : Manager- Brand Communication

Positioning : A Mediterranean restaurant where you can shop and eat under one roof. " If you like it -buy it

Strategy : Interiors to reflect the brand identity. Distribution and integration of the restaurant through the store. Define spaces by usage to display related products in the appropriate context - bedroom, living room, dining etc. All furniture is available on order, products can be bought off the shelf.


Scope of work :

• Brand re-launch
• Visual Identity ( Interiors & Display )
• Communication Co-ordination
• Publicity and Promotions ( ongoing )
• Product merchandising"

Project Phase I

• Developing the physical identity working closely with the architects ( Mathew & Ghosh Architects ) to define a distinct look based on a clear brief which included allocation of spaces, reference images, detailing of spaces and shelving as per product and furniture specifications,.
• Merchandise sourcing and selection 
• Defining display details, furniture placements and wall colours to offset products / define the tropical mood for the season ( Asian contemporary ).
• Publicity design, launch planning and media interface and the actual opening.

Project Phase II

• Events & Promotions -Kasbah /Christmas Turkey /Earth Day
• Vendor Management
• Communication design

Retail Communication - 93 RESTAURANT

Project : 93' was a small after hours cafe with a multi-cuisine menu ( Indian, Chinese and Italian )   A modest budget allowed for only a very basic image makeover that was needed to erase memories of the previous look.

Positioning :  A cosy, informal space with a cheerful mood.

Strategy : Use surface treatments - wall colours, lighting, upholstery and wood finishes on furniture to create the difference. The two spaces ( upstairs and downstairs ) were divided through colour ( Sun Room /Moon Room ).

Scope of work :

•  Concept
•  Visual Identity Design -Interiors
•  Communication collateral ( menu cards /logo.)

Press :

http://archive.deccanherald.com/deccanherald/july24/metro12.asp

Retail Communication - THE DESIGN STORE

( 2001 - 2003 ) The Design Store, Bangalore /Chennai

Consultant :Retail Communication

Scope of work :

• Communication Design
• Media Relations
• Events & Promotions
• PR & Publicity
• Store display.
  
  The Design Store offered two labels under one roof : Tessaract ( Contemporary furniture ) and Industree Crafts Pvt.Ltd ( Natural fibre and Indigeneous crafts of India - wood inlay, laquerware, stoneware etc ) and was one of its kind in Bangalore. Set up by National Institute of Design, Ahmedabad alumni, the core idea was to make design accessible and relatable to the masses.

Communication strategy : Showcase the products and price points by building stories around existing /new product collections and creating events for media visibility - direct engagement with the customer to convey this information.

Positioning : Affordable Design

Events : Exhibitions/Workshops/Designer showcases

Communication :  All the events were supported by traditional publicity ( media releases, emails to store customer databases, e-vites, invitations ). Instore VM collateral included product stories on tent cards, posters of individual collections and a take home brochure with a price list.

Additional :

A special publicity /brand visibility partnership with The Hindu, Chennai where every month an  informative article ( written in-house by me ) on craft, design and interiors appeared with photographs, credits and captions highlighting the products in the store alongside the store address and contact details. The article positioned the store as an accessible, reliable friend you could count on for advice and quality products that suited your lifestyle.

Press

http://www.hinduonnet.com/thehindu/thscrip/print.pl?file=2002082900650300.htm&date=2002/08/29/&prd=mp&

http://www.hinduonnet.com/thehindu/thscrip/print.pl?file=2002123100020200.htm&date=2002/12/31/&prd=mp&

Retail Communication - Zanav IV

 ( 1998 - 2001 ) Zanav Home Collection

Designation : Manager - Retail Communication

Spring -Summer 2001 / Textures of summer.

Scope of work :

• Collection Planning
• Visual Identity - Interiors & Display
• Communication co-ordination :  Postcard. Brochure and photography for fairs

Retail Communication - Zanav IIIA

( 1998 - 2001 ) Zanav Home Collection

Designation : Manager -Retail Communication

Spring 2000 ( Press )

Retail Communication - Zanav III

Spring-Summer 2000

Re- Launch of the new showroom
Press coverage to publicise the new look.

Theme :  A muted, soft colour palette. The storyboard took inspiration from nascent beginnings ( Spring ), a new romance, giving birth... It evolved into a collection of table linen, upholstery, made ups, crockery, bed linen and flooring.

Significant contribution : A tie up with Good Earth involving both brands agreeing to retail their products at each other's stores.



Scope of work :

• Store relaunch brief to the architects-  mood, store areas, circulation pathways, display spaces and shelving.
• Collection planning
• Merchandising
• Communication design.

Architects : Matthew & Ghosh Architects
Bangalore

Retail Communication, Zanav Home Collection II

(1998 - 2001 ) Zanav Home Collection

Designation :  Manager -Retail Communication

Fall - Winter 1999

The turn of the century had arrived. Textures were inspired by natural materials and colours were earthy. Silhouettes were minimal. Furniture was distressed and the store transformed itself into a log cabin tucked away in the woods.

Scope of work :

• Collection Planning
• Visual Identity ( Interiors ) & Display
• Communication Co-ordination