Minor Project / Haelan Herbs
3.04.2023 - 16.07.2023 (Week 1 - Week 15)
Bachelor of Design (Hons) Creative Media
Adeline Wong Chyn Nee / 0344017 / Mike Choong
Minor Project / Haelan Herbs
INSTRUCTIONS
PROJECT BRIEF
Minor Project / Haelan
Herbs
Week 01 - Week 15
START!
During the first week, our class covered a variety of
topics, and one in particular caught my attention -
'Apothecary'. Instead of comparing and contrasting all
the topics, I was more focused on exploring how the
others measured up to 'Apothecary', and none of them
quite matched its allure. So, I made my decision. Having
experienced traditional practices like cupping,
moxibustion, and acupuncture last year, along with
Adena, my interest in 'Apothecary' grew even
stronger.
Forming our group turned out to be a seamless process
since we knew each other well and had worked together in
groups before. During Monday's class, myself, Adena, and
Alicia, were present. However, we needed three more
members. Yiki and Sasilvia came to mind immediately, and
upon asking them, we only needed one more member. Yiki
then brought in Adlina, completing our group!
As a group, we headed on to our first task which is
contextual research where we diligently focused on
our research endeavors, and by Saturday night, we
updated our progress on the MIRO board.
Task 01: Proposal
1. Research (Contextural Research)
A. My contextural research
Fig. 1.1.1 Research Topics Roles
Fig. 1.1.2 - 1.3 Research Aim and Task
For my part in the project, I am tasked with
examining future trends in the parenting and family
product market. To accomplish this, I will explore
what constitutes the parenting/family product of OUD
and analyze whether their family product market is
expected to grow, along with the reasons behind such
growth. Additionally, I will conduct a comparison
between the present and future trends in the
market.
The aim of my research is to provide valuable
insights that will guide the development of product
offerings and marketing strategies. By understanding
the evolving trends and consumer needs in the
parenting and family product market, our team can
align our brand's offerings with the demands of the
industry.
Ultimately, the results of my research will play a
role in shaping the direction of our project. We will
use this information to make decisions on product
development, ensuring that our brand stays relevant in
the family product market.
Fig. 1.1.4 Contextual Research on MIRO (Family Product Market)
Sources:
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B. Group's contextural research
Group Contextual Research (PDF):
Fig. 1.1.5 Group Contextual Research (PDF)
Summary of Group Contextual Research (PDF):
Fig. 1.1.6 Group Contextual Research Summary (PDF)
2. Meeting with Mr. Damien
After that, we scheduled a meeting with Mr.
Damien to gain a comprehensive understanding of
the product and clarify our responsibilities.
His perspective on Apothecary proved to be
highly inspiring and gave us a clearer direction
moving forward.
During the meeting, we were informed that we
had the opportunity to do a site visit where the
agarwood oil products are displayed and we could
inquire about the brand and products in a
detailed manner with interview. We promptly set
a suitable date for the visit, which was
scheduled on Friday, the 28th of April, after
some of us finished our classes at 2 PM.
3. Persona
From what Mr. Mike mentioned and advised in
class, we now had to identify and define our
target market's age range and determine the
primary and secondary markets. To achieve this,
we needed to confirm 3-4 personas that best
represented the target market. Collaboratively,
our team worked on crafting detailed
questionnaires and/or interview questions
tailored to each persona's unique
characteristics and experiences.
Additionally, we compiled a list of potential
survey targets and/or interviewee identities to
approach for gathering valuable insights based
on the formulated questions. Once we had these
crucial elements in place, we streamline the
data collection process and ensured that we
obtained comprehensive feedback from our
identified personas.
Fig. 1.3.1 Haelan Herbs Persona on MIRO
After thoroughly discussing the personas and
interview approach, our group members weighed
the options and decided to opt for a Google
Form questionnaire instead. We recognized that
conducting interviews could provide valuable
in-depth insights, but we also acknowledged
that it might be time-consuming and
challenging to reach a significant number of
respondents.
By choosing the Google Form questionnaire, we
believed that we could effectively reach a
broader audience and gather responses from a
larger pool of potential customers. This
method would allow us to collect data
efficiently and ensure a more comprehensive
representation of our target market's
preferences and needs.
With the decision made, we set out to draft
the Google Form questionnaire with carefully
curated questions that aligned with the
identified personas. The aim was to gather
insights that would help us tailor our herbal
products to meet the diverse needs and
preferences of our target market effectively.
In summary, by choosing the Google Form
questionnaire over the interview approach, we
aimed to reach more respondents and obtain
accurate, data-driven insights that would
guide us in creating a successful and
appealing herbal product line.
4. Google Form Questionnaire
We utilized MIRO to add some questionnaire
question blocks ourselves at home for each
persona after our meeting session where we put
up all the questions we could think of, creating
an extensive list. Later, we refined and
streamlined them to finalize the most relevant
ones. Once done, we compiled them into a Google
Doc before transferring the selected questions
onto the Google Form for the ultimate data
collection process. This ensured that our
questionnaire was comprehensive and tailored to
each persona's unique perspective.
Fig. 1.4.1 Question Blocks on MIRO
A. Questionnaire's Questions Document (PDF)
Fig. 1.1.9 Questions Document (PDF)
B. Google Form Questionnaire (PDF)
Fig. 1.1.10 Screenshots of Google Form Questionnaire (PDF)
I then proceeded to share the questionnaire
after we finalised it. I shared it on various
social media platforms such as Instagram,
Facebook, Discord, Whatsapp, and other
specific survey sharing platforms.
Fig. 1.1.11 Sharing the Survey on Instagram
Here is the analysis of the questionnaire
done by our group member Yiki:
In another word, the questionnaire results
analysed shows that most respondents above 24
frequently use herbal products, while those
below 24 are aware of them but use them less
often. Herbal products are seen as expensive, so
reducing packaging costs while maintaining
sustainability is essential. Detailed product
information is crucial for transparency.
Pregnant/new moms prefer home-brewed herbal
mixes, and Eu Yan Sang and Himalaya are popular
brands. Affordability and including medicinal
information appeal to various personas.
Marketing with research-backed evidence enhances
appeal. Effectiveness and quality build trust in
a health brand, followed by affordability.
5. D'advance Agarwood Solution Site Visit
During our visit to D'advance Agarwood
Solutions shop in Bukit Jalil, I had an
exciting and enlightening experience. We
first met up with Mr. Damien where he
brought us up to the site and introduced us
to Ms. Zaiqi. She then guided us through
their range of agarwood products, sharing
valuable insights about their target
audience and the agarwood market.
Exploring and trying out various
agarwood-infused products like essential
oils, skincare items, and incense sticks was
a lot of fun. I used my phone to capture
captivating pictures, while Alicia and Yiki
used a DSLR camera brought from home to take
stunning photographs and videos of the shop
and its products.
Throughout the visit, Ms. Zaiqi patiently
answered our questions, and Adena diligently
took detailed notes of the information
shared. The experience not only deepened our
understanding of agarwood products but also
provided valuable input for our
project.
Fig. 1.5.1 Site Visit #01
Fig. 1.5.2 Site Visit #02
Fig. 1.5.3 Site Visit #03
6. UJM, Insight, and HMW
During a face-to-face meeting, we
brainstormed to fill up the User Journey Map.
We compiled the feedback from Mr. Mike from
previous classes and applied the touchpoints
into our UJM.
Fig. 1.6.1 UJM on MIRO
Now that we have all the responds gathers
from the questionnaire, we had sufficient
information to conclude a solution to propose
to our client. So during one of our online
meeting we had on Discord, we also worked on
the Insight and How Might We on Miro.
From here, we worked on our proposal
presentation slides
Fig. 1.6.2 Insight on MIRO
Fig. 1.6.3 HMW on MIRO
7. Initial Design Direction
As one of the Graphic Design students in
the group, I was assigned the role of Art
Director for our project. Since Adena, my
fellow Graphic Design team member, had
already taken on the role of Group Leader,
I gladly stepped up to become the Art
Director. My responsibility was to lead
the group artistically and ensure that our
visual concepts aligned with the project's
objectives.
Working on the Art Direction and the
brand-related elements allowed me to
unleash my creativity and passion for
design.
To kickstart our design process, I propose
the first design direction to the team. I
gathered the team's ideas and concepts and
compiled them into a cohesive slide, which
I presented during our discussions. The
slide served as the starting point for our
creative journey, and it allowed us to
explore various visual concepts.
A. Logo
After coming to our initial brand name
'Miyu Herb', I started developing the logo
with the help of Sasilvia's sketch.
Fig. 1.7.1 Logo Sketch
Fig. 1.7.2 Digitized Logo Sketch
B. Overall Initial Design Direction
Proposing the Design Direction
1. Graphical Elements
Fig. 1.8.1 Initial Graphical Elements (PDF)
2. Colour Palette
Fig. 1.8.2 Initial Colour Platte
Fig. 1.8.2 Initial Colour Palette
3. Mood Board
Fig. 1.8.3 Initial Mood Board
4. Typography & Typeset
Fig. 1.8.4 Initial Typeface
Fig. 1.8.5 Initial Typeface
5. Poster (Application Tester)
Fig. 1.8.6 Initial Posters (PDF)
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Task 01: Proposal Presentation Slides
Task 02: Final Presentation
Our group leader, Adena, played a pivotal
role in this phase by creating a comprehensive
Gantt chart that outlined the various tasks
and roles needed to accomplish our final
presentation. She carefully considered each
member's strengths and skills to ensure that
we were assigned roles that suited us
best. She wanted to ensure that we felt comfortable
and motivated in our assigned roles. So after
filling in our roles, she asked us if we
wanted to change anuthing or if there were any
specific areas we wished to contribute to
further.
For my part, I took on the overall Art
Direction. This role included designing the
logo, selecting the color palette, choosing
appropriate typefaces, and creating essential
product packaging. Additionally, I was
assigned to handle the brand merchandise, such
as designing tote bags, and to oversee the
customer service aspects, like creating
engaging newsletters. Finally, Adena and I
collaborated on developing the brand
guidelines to maintain consistency and
cohesiveness throughout the project.
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1. Redesigning Haelan Herbs
Upon receiving feedback from Ms. Zae and Mr.
Damien, we felt inspired to incorporate
their insights extensively into our design
and draw inspiration from renowned brands
like Aesop. As part of my role, I took on
the task of reimagining and rebranding
Haelan Herbs, using Aesop's branding as a
reference point.
To begin the creative process, I utilized
Canva and collaborated with the team on
Pinterest, where Yiki created a dedicated
'rebrand' section for our project.
Brainstorming sessions with the team played
a vital role in shaping our new brand
direction, ensuring a cohesive and
captivating visual identity that aligned
with our project's objectives.
In this Canva slides which i compiled for
the proposing and voting purposes for the
group members. After much thoughts, the
members all agreed on changing our primary
colour to the warm brown proposed.
A. Redesigning Haelan Herbs: Canva
Proposal Slides
B. Selecting Accent Colours
C. Final Haelan Herbs Design Direction
A. Visual Identity: Logo
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2. Product Packaging: Essential Oil
Fig. 2.2.1 Illustrator Work (creating packaging variations)
Fig. 2.2.2 Photoshop Work (editing onto the mockup)
Fig. 2.2.3 Final packaging work on 'Design Layer'
Fig. 2.2.4 Removing background for application
A. Proposal and Refinement
B. Final Outcome
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3. Visual Identity: Brand Guidelines
A. Visual Identity: Logo
Fig. 2.3.1 Logo Rationalisation and Clear Space in Illustrator
Fig. 2.3.2 Logo Variations (PDF)
B. Visual Identity: Graphical Elements
Fig. 2.3.3 Graphical Element in Illustrator
Fig. 2.3.4 Graphical Element (PDF)
C. Visual Identity: Pattern
Fig. 2.3.5 Pattern in Illustrator
Fig. 2.3.6 Pattern (PDF)
D. Visual Identity: Imagery
Fig. 2.3.7 Imagery in Photoshop
Fig. 2.3.8 Imagery (PDF)
C. Final Outcome
Fig. 2.3.9 Brand Guideline (Visual Identity)
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4. Social Media
A. Post 1 - 3 Development (Teaser Posts)
Fig. 2.4.1 Development in Illustrator (Teaser Posts)
B. Post 4 - 6 Development (Ingredients & Texture Posts)
Fig. 2.4.2 Development in Illustrator (Ingredients & Texture Posts)
Fig. 2.4.3 Development in Illustrator (Ingredients & Texture Posts)
C. Post 8 Development (Introduction Post)
Fig. 2.4.4 Development in Illustrator (Introduction Posts)
D. Post 10 - 12 Development (Essential Oil Posts)
Fig. 2.4.5 Development in Illustrator (Essential Oil Posts)
Fig. 2.4.6 Development in Photoshop (Essential Oil Posts)
Fig. 2.4.7 Development in Photoshop (Essential Oil Posts)
Fig. 2.4.8 Development in Photoshop (Essential Oil Posts)
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C. Final Outcome
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5. Brand Merchandise: Tote bags
A. Development
Fig. 2.5.1 Development in Illustrator (Tote Bag)
Fig. 2.5.2 Development in Photoshop (Tote Bag)
Fig. 2.5.3 Development in Photoshop (Tote Bag)
Fig. 2.5.4 Development in Photoshop (Tote Bag)
C. Final Outcome
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6. Customer Service: Newsletters
A. Development
Fig. 2.6.3 Development in Canva (Newsletter)
Fig. 2.6.4 Development in Canva (Newsletter)
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C. Final Outcome
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7. Final Presentation Slides
FEEDBACK
Please refer to the Project Tracking Document for feedback!
REFLECTION
W01:
During week one, we were introduced to a
fascinating array of topics, and my heart
skipped a beat when I saw 'Apothecary' as the
first option. Curiosity piqued, I compared it to
the others, hoping to find something equally
captivating, but none could match the allure of
'Apothecary'. I recalled last year's thrilling
experiences with Adena, exploring traditional
practices like cupping, moxibustion, and
acupuncture, which only deepened my intrigue. As
the group started to take shape, I felt a mix of
excitement and uncertainty. Knowing each other's
abilities from previous group work, forming the
team was relatively smooth. Alongside Adena and
Alicia, we sought three more members, leading us
to Yiki and Sasilvia. Then we are
complete!
W02:
Week two was a whirlwind of activity, with
Mr. Mike requesting Adena, Alicia, and me to
synthesize our research findings. The
prospect of presenting our insights to the
team was both thrilling and nerve-wracking.
We carefully considered Mr. Mike's feedback,
eager to make improvements and impress
during our next interaction. Later that
week, a meeting with Mr. Damien heightened
our enthusiasm. His inspiring perspective on
'Apothecary' left me feeling invigorated,
yet the clarity of our direction also left
me somewhat uncertain about the challenges
that lay ahead.
W03:
Week three brought more feedback, and
we made necessary improvements based
on Mr. Mike's suggestions. I surveyed
people around me for input on our
brand name, and we finally settled on
"Hælan Herbs" suggested by Sasilvia.
As the art director, my role was to
develop the overall design direction,
including the logo, color palette,
typography, and more.
W04:
During our site visit to D'Advance
Agarwood Solutions, I was filled with
excitement as Ms. Zaiqi provided us
with a wealth of information about
their products. The sensory
experience, from exploring the diverse
range of agarwood-infused items to
sampling their tea, was truly
eye-opening. As I captured photographs
of the products, i was excited as i
was envisioning how we could
incorporate these intriguing elements
into our project.
W05:
In week 5, our team gathered online
for a productive Discord meeting.
Excitement filled the air as we
updated the MIRO board and teamed up
in pairs to work on specific Google
Doc sections before class. With
encouraging progress, we eagerly
awaited feedback from Mr. Mike on
the focused products and age group
segmentation.
W06:
In the weeks that followed, we
faced highs and lows. Mr. Mike's
feedback was invaluable, but at
times, I couldn't help but
wonder if I could meet his
expectations. Surveys and
feedback collection brought a
mix of satisfaction and
uncertainty. As we worked on
refining our brand name, I was
thrilled by the creative
process, yet nervous about
making the right decision.
W07:
Week seven marked a turning
point in the design direction.
Collaborating with Sasilvia, I
felt the rush of excitement as
our vision for the logo and
graphical elements began to
take shape. However, a tinge
of doubt lingered, questioning
if our ideas truly resonated
with the audience. With the
group's support and
encouragement, we narrowed
down the designs and hoped we
had made the right choices for
the presentation.
W08:
As the independent learning
week arrived in week eight, I
felt a sense of determination
to do well. The revisions on
the presentation slides,
though challenging, gave me a
surge of motivation.
Developing the poster designs
brought both satisfaction and
self-doubt. I hoped my
approach would stand out, but
the uncertainty gnawed at
me.
W09:
I was quite nervous as we
geared up for our proposal
presentation with Brandialogue.
We practiced rigorously on
Discord to ensure a seamless
delivery, keeping the total
presentation time under 20
minutes. On the presentation
day, we faced some technical
hurdles, but Adena's quick
thinking saved the situation,
and we successfully finished the
presentation. Ms. Zae and Mr.
Damien provided valuable
feedback and approval. For my
part, I embraced the challenge
of reimagining and rebranding
Haelan Herbs, taking inspiration
from Aesop's branding. As the
week progressed, we shared
progress updates and worked
collaboratively on the
project.
W10:
For me week 10 left
uncertainty as we received
feedback from Mr. Mike on the
design direction, including
refining the type and
justifying the new color
palette. I diligently
continued working on the
design direction, solidifying
the brand's identity.
W11:
After some refinements, I
was feeling quite determiend
to receive feedback from Mr.
Mike, aiming for a fixed
direction. We honed in on
the brand personality,
intertwining the design
direction around it. We also
received feedback for the
website pages, motivating us
to push our creative
boundaries further. I
continued refining the
design direction, seeking
approval from the team and
further developing the
concept.
W12:
The week brimmed with
progress as myself, Adena,
Alicia, and Sasilvia got
feedback from Mr. Mike on
the design direction and
social media plans.
Collaboratively, we
fine-tuned and improved
our work based on the
valuable feedback
provided.
W13:
The week was filled
with intense focus and
creativity. I worked on
refining my tasks,
ensuring each element of
the project shone. Our
collective efforts paid
off as we worked
together, supporting
each other's tasks and
delivering feedback for
continuous
improvement.
W14:
This week, Mr. Mike's
approval for most of
our designs and
mockups fueled our
motivation to refine
them further. As a
team, we collaborated
and continued refining
our works based on the
feedback, pushing our
creativity to its
limits. It was nearing
the final presentation
and very
nerve-wrecking!
W15:
The final week was
an aculmination of
hard work and
dedication. With the
finish line in
sight, we met to
ensure a smooth
presentation. Nerves
gripped me as we
rehearsed diligently
on Discord, aiming
for a flawless
delivery. I am proud
of my team's
dedication and hard
work throughout this
project, and I am
grateful for the
opportunity to do
work and overall uni
with such talented
and supportive
friends.
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