For this project I analysed the ‘graphic language’ of the Dutch denim brand 'G-Star RAW', whereafter we made a redesign of a computer mouse which suited the graphic language of the brand. 

 

Analysis

Grip onto the ‘graphic language’ is obtained by making use of several analyses:

• a history analysis;

• an indentity analysis, based on the Brand Identity Prism of Kapferer (1992) and the Brand Translation Framework (Nijkamp & Eggink, 2013);

• an archetypes analysis (Pearson, 1991);

• a portfolio analysis based on physique brand elements (Karjalainen, 2009) by the use of the DFA method (Warell, 2001);

• a portfolio analysis based on intrinsic brand elements (Karjalainen, 2009) by the use of questionnaires;

• a crossover analysis.

All conlusions for the analyses resulted into a brief design strategy.

 

Redesign and evaluation

The redesign has been made by developing a G-Star based 2D design first on the case of an existing computer mouse. Hereafter, a 3D design has been made (without any 2D elements). Both designs have been tested on product appearance and brand equity by using an emogram (van Os & Van Beurden, 2015). The gaps between the identity characteristics of G-Star and the product characteristics are resolved by adapting both designs. The 2D and 3D design have been combined to a final design of the G-Star computer mouse. From this design a mock-up has been made.

 

Performed together with Melina Kopke

Result: 9