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TALABAG
Our differences in culture is what adds diversity and beauty to friendships and other relationships. My team and I identified a product that is not commonly used in a member’s native country, and devised strategies to improve the product and advertise it to attract the specific target market.
Duration
March 2022 - May 2022
Roles
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Brainstormed various products that are not common in the chosen native country.
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Selected a specific uncommon product, and devised ways to enhance the product to the target market.
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Planned marketing campaigns to attract consumers.​
Skills
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User-centered research
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Broad ideation
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Collaborative decision-making
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Innovative storytelling
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Creative branding
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Collaboration and communication
Cultural Background
Pakistan
Pakistan is a multiethnic country in Southeast Asia. It has a diverse culture with more than 8 different languages spoken and a wide variety of mouth-watering dishes. The country’s most-watched and played sport is cricket. Pakistan is a home to several historical monuments including the Badshahi Mosque, Minar-e-Pakistan and Faisal Mosque. The country’s unique style is reflected through its trucks, pottery, handwoven carpets, and embroidery.
Brainstorming Phase
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Our team brainstormed various products that are not commonly used in Pakistan, and sorted each in different categories.
After selecting the tote bag as the main product, we devised ways to improve it based on the different categories.
Problem Background
"In Pakistan, many people are concerned for their safety as they walk on streets due to the rise of crime and the threat of pickpocketers."
Target Market:
Pakistani population
How might we redesign a tote bag that better suits the Pakistani market and ensures a sense of security, without compromising its looks?
User Needs​
Safety
Storage
Insulation
Durability
Style
Current Tote Bag Features​
Current tote bags are not ideal for the Pakistani population as they lack...
Safety
Zippers, buttons, etc.
Threat of pickpocketing
Threat of pickpocketing
Threat of pickpocketing
Storage
Multiple pockets
Threat of pickpocketing
Threat of pickpocketing
Misplacement of items
Insulation
Storing/keeping warm food
Threat of pickpocketing
Threat of pickpocketing
Cold food
Relevant Style
Pakistani styles/designs
Threat of pickpocketing
Threat of pickpocketing
Unable to resonate with foreign styles
Due to these defficiencies, the current tote bag is not commonly used in Pakistan.
Storyboard
Solution: TALABAG— Safe and Fashionable Bags
Purpose
Redesign a tote bag that would allow users to store multiple items, including food, in a bag that is safe and secure, but also fashionable. Our product’s main focus is safety, but we wanted to ensure to the target market that we would not compromise style and fashion for safety.
Design Process
Color Scheme and Designs
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Neutral bag with designs in bright colors (red, pink, maroon, orange, green, etc.)
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Pakistani embroidery, mirrors, and beading
Design Inspiration
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Mood Board
TALABAG
Key Features
The tote bag we designed highlights:
Safety
Threat of pickpocketing
Threat of pickpocketing
Cloth-covered zipper
Storage
Threat of pickpocketing
Threat of pickpocketing
1 outer and 3 inner pockets
Insulation
Threat of pickpocketing
Threat of pickpocketing
Padding and insulation
Relevant Style
Threat of pickpocketing
Threat of pickpocketing
Embroidery, mirrors, beading
Product Sketches
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Branding and Marketing
Brand Name- TALA
In Pakistan’s main language, Urdu, the word tala means lock or safety. This name symbolizes the brand’s main message of ensuring safety and security to customers with its products. As a result, when Pakistani consumers hear the brand name, they will immediately understand the brand’s mission, creating a sense of trust between the brand and target audience.
Product
TALABAG— Safe & Fashionable Bags
For the product name, we combined the Urdu word tala with the English word bag. When hearing this name, consumers will be able to understand exactly what the product is an what it entails— a bag that ensures and promotes safety. The brand slogan emphasizes that along with safety, the brand will not take fashion and style away from its products’ safety. Finally, the logo is a source of visual communication to the target audience, which includes a bag in the shape of a lock. This, again, conveys the message that the TALABAG provides safety to its consumers.
Branding Concept Poster
Summary
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