process portfolio
GROUP 5:
Adam Poliak
Amelia Paprocka
Anna Bajcsi
Leesa Struck
Pola Smolarska
VERPAN
design dna
product
physical aspect
Function:
The products are functional, modern, and have a unique design. Verpan offers
a carefully curated selection of Verner Panton’s timeless designs and a level of
ease of use and flexibility
Shape:
The shape of the products is organic featuring elegant lines and a minimalistic
style.
Materials:
The materials used for the lamps include: lacquered metal, chrome plated steel,
white plastic, metal/glossy versions have a chrome top bolt, brushed aluminum,
seashell discs, Stainless steel rings, painted polycarbonate, cast ABS plastic spirals, transparent plastic cord and coloured glass. The rugs are made from 100%
New Zealand wool.
Colours:
Panton argued that color is more important than form, and his goal was to teach
people who surround themselves with traditional gray-beige colors to use imagination in interior design. Working with bright, pure colors, often the opposite of
what would be natural for a given object, he proposed a new, revolutionary approach to interior design.
The colors used for the products are pastels, like mint, but also strong colours:
bright pink, yellow, green, red, various shades of blue, as well as silver and gold.
Decoration:
There are no decorative elements because the whole point is in the minimalistic
but innovative design and color of the product.
Construction and manufacture:
Panton was never a designer of the finished form, so all of his designs remain relevant to this day, and some are still considered experimental models. Panton did
product
symbolic aspect
Verpan products do not have any physical symbolic details such as logos woven into the product, statements printed on the product, or significant graphic
expressions. The main message is revolutionary, innovative, risky, and playful
product design. The interiors, furniture, lighting, and objects designed by Verner
Panton remain to this day some of the most innovative intellectual experiments
culture
the name behind the brand
Verner Panton (1926-1998) is a big name in Danish furniture design. He was
known for being innovative and breaking the norms. Panton made lamps, furniture, and textiles, and he was also a popular interior designer. Even though
he was part of the mid-century Danish Modern movement, Panton stood out
because he liked using new materials, bold colors, and unique shapes in his designs. His creations were like works of art, and even today, people still love his
designs just as much as they did 50 years ago.
Verpan is - much like Verner Panton - a product of the Danish design tradition,
which has put Denmark on the world map for functional, modern, and unique
design. The story of Verpan began in 2003 when the first production of Verner
Panton lighting was initiated. In 2010 a furniture range was added. Today, Verpan offers a carefully curated selection of Verner Panton’s timeless designs. Our
product range includes iconic furniture and lighting pieces that offer extraordinary user experiences and facilitate new ways of living, working, and interacting.
Verpan is proud to carry on the legacy of Verner Panton as an official licensee of
Verner Panton Design AG - the exclusive owner of all Verner Panton designs.
user
fuctional aspects
The design of the table-bedside lamp has one of the most significant advantages: portability, which is an essential aspect for purchase. There is no more hassle
with wires.
The braind aims to provide the customer with high-quality products with timeless appeal that transcends trends and remain relevant for generations to come.
“We introduce recyclable materials when possible and strive to develop solutions
for easy assembly and disassembly – making it possible to replace and ultimately
emotional aspects
“pieces that offer extraordinary user experiences and facilitate new ways of living, working and interacting.”
brand thinking
Brand core
part one.
Brand essence: Offering Verner Panton’s timeless designs, while preserving his
legacy.
Vision (what is the world you want to see?): Embracing timeless Danish design.
Mission (how will you work towards your mission? what will you do, for whom
and by which means?): Continue to produce high-quality and long-lasting products that can serve generations, while also concentrating on being as sustainable as possible.
Values (what are the principles that guide your behavior?): Honoring the heritage
of Verner Panton, not compromising on design, quality and originality.
Brand promises (what do you commit to deliver to your audience?): The brand is
committed to deliver high quality products and Verner Panton’s timeless designs.
Brand identity
Verbal identity (how does your brand translate to your verbal expression?): The
brand’s name is Verpan which is the shortened version of the name of its founder,
Verner Panton.
Visual identity (how does your brand translate to your appearance?): Verpan’s
color palette consists of the basics like white, gray, black, pastels but they also
often use bright and bold colors. The brand has a simple, clear website. The
product photos are high-quality, professional pictures and very appealing to customers.
Brand interactions
Products and services: Verpan offers a wide range of lamps, indoor/outdoor furniture and accessories based on the designs of Verner Panton. Customers can
order products from their webshop and they can also return them. They can also
complain about defects in the product within the first 24 months of delivery.
Places and events: Verpan is featured in various furniture magazines and catalogues.
Communication and channels: Verpan has its own official website and they are
present on other retailers’ websites too.
Partnerships and collaborations: Verpan is collaborating with various dealers.
People, talent and behavior: The face of Verpan is the innovative Danish designer, Panton.
brand thinking
part two.
Audience:
Customers - WHAT: Seeing Verpan as a high quality furniture design brand inspired by Verner Panton which provides premium status to their designs, hence
owners of their pieces.
HOW: By creating high quality furniture based on the designs of Verner Panton.
Investors - WHAT: As low risk investment opportunity
HOW: By continuing creating furniture design based on the legacy of Verner
Panton.
project objective
Why is this project even necessary for your company?
The main consumers of this brand are either older people, restaurants or other
businesses. Our idea is to help the company gain a new and younger audience
(20-30 year olds).
What eligibility does your new product have?
Designing a clothing line as a furniture company is something extraordinary and
new. It’s an innovative way of commemorating Verner Panton and his approach
to design. It can also set the company apart from other furniture designers.
Target group and positioning. New or existing target group? Who are they?
A new and younger audience (20-30)
Competitor situation: who are the competitors in relation to the new product?
Brands such as Arne Jacobsen, Hay and even Ikea are competitors to the existing products Verner Panton designed and Verpan is selling. We think that there
won’t necessarily be any competitors in the beginning as it is a furniture brand
making clothes, which is not very common. Though there might develop some
sort of competition in the long run.
B2B or B2C? Where and how will the product be sold?
As of now their distribution is a mixture of both channels, but mainly B2C. On
the Verpan website they inform customers about their clear rules about buying,
complaining and others.
The new website, which was launched at the beginning of December 2020, is
adapted to Verpan’s two focus areas; The B2B contract market as well as the B2C
market and the end consumer.
For the contract market Verpan has developed a new ‘professional’ area adapted
to architects, interior stylists and others within the industry.
Clothing line will be sold the same way as the furniture line, through the website
- Verpan, as well as the B2B market.
sustainability
Verpan strives to offer its customers high-quality and beautiful products that last
generations. Their pieces of furniture can be easily taken apart and put together so customers can dispose of the damaged parts fairly easily, as well as replace them. They introduce recyclable materials when possible, while keeping
the integrity of the product. Verpan uses Maersk ECO Delivery for all their ocean
shipping, which is the usage of sustainable net-carbon biofuels. They also use
recyclable plastics for some of their products, like PE & PP, ensuring that these
products can be granulated and reused. Verpan also implements wood from sustainable and traceable forestry. The company’s headquarters in Horsens is powered by 100% renewable energy.
ted’s ten
From the different types of strategies in Ted’s ten, we found number 6 and 10 the
most suitable for the clothing line we have in mind.
Strategy number 6 is about designing products that look at models from
nature and history. We find this interesting in terms of the clothing line because
we want to work with different shapes and fabrics inspired both from nature and
history. In our research period we looked into what type of material they used
back in the day for clothing and put this into our thought process, when both
designing and producing our product.
Strategy number 10 is about design activism. In other words, it encourages
the designers to leave behind the product and focus more on how to work creatively with consumers and society. Here we thought it would be a good idea to be
more open with the consumers and bring them along in the production process,
in a sense where we will explain the different steps on the website. When Verner
Panton was alive he did a lot of collaborations and exhibitions and that is also
one of the reasons we chose strategy number 10, so we can carry out his legacy
with the new clothing line.
design development
idea development process for the
product
The idea development process for the product was based on the 5F model.
FINDING: Verner Panton is known for providing durable and high quality furniture. Verner Panton ideology was to create timeless design with a bold color palette, which in a sense would turn into a statement piece. With that information in
mind we should cooperate his design into the new clothing line, both in terms of
the color but also the psychedelic feeling to it.
FRAMING: The goal is to attract younger audiences with a new product line:
clothing. With this, we would give the brand a fresh perspective.
FORMING:
design development
idea development process for the
product
FABRICATING – in this phase, we engaged in phases of rapid prototyping, which
ensured a common understanding of how the end-product (whether it is a service or a physical product) will turn out.
FULFILLMENT – we determined the final concept and we also thought about
how can it solve both existing and future needs.
the product
design development
idea development process for the
design of the exhibition stand
and exhibition interior
Verner Panton did some collaborations in his time where he made exhibitions
or installation art. We took these into account when we’re thinking about our fair
stand. These are a few examples of his exhibitions, here we can get an idea of the
color palette and patterns he used.
design development
idea development process for
the design of the exhibition
stand and exhibition interior
At none of the exhibitions you’re in no doubt of the identity and the thought process behind it. We have taken ideas from all of these and added some new ones
to the final trade fair stand.
design development
idea development process for
branding and sales material
The careful selection of branding channels is of great importance. The target
group and the overall image of the brand must be taken into consideration. As
the new target group is a younger generation (20-30 year-olds), social media
would certainly be one of the best choices for marketing the new product. A new
Instagram profile for the clothing line is a step towards gaining popularity among
people who are present on the app, as well as creating a new Facebook account
and webpage. Pinterest is also a great choice to market the new product.
This simple business
card captures Panton’s style perfectly
by featuring one of his
designs from an exhibition. The customer
gets a clear picture of
the brand.
The hang tag is plain white, with only the designer’s name written in black. Simple and clear.
color and material selection for
the new product line as well as
trade fair stand and trade fair
interior
As already mentioned before Verner Panton used bright and bold colors for mostly all his designs. It could be blue and pink, red and orange. He didn’t really work
with the color green, so we wanted to avoid that color as much as possible. He
did not mix and match colors that were too far away from each other in the color
wheel. The only designs where he mixed colors was in the rugs, which are either
orange or red. We should keep to one color palette for each piece of clothes,
though we can mix colors in the entirety of the collection just not in the individual
product.
As of fabric we talked about using velour, silks, or another shiny material for the
clothing line. This would match well with Verner Panton’s designs and the DNA
would shine through. For the final product we will use natural fibers such as cotton and linen, with further research the silk would not be able to hold the shape
we want to.
specifications and
definitions of the
suitability
As material for the dress we chose cotton. We chose cotton because of its ability
to be breathable, easy to wash and soft on touch. This characteristic is suitable
for the dress because it is part of the daily wear collection which means the owner will be able to wear it often without sacrificing comfort.
material and color
samples
price
[material price + (production time x price per minute)] x mark-up factor = retail
price
Material price: 294 DKK
Production time: 7 hours x 4 days = 28 hours
Average pay per minute (Denmark): 6 DKK
Mark-up: 2,5
(294 + (28 x 6)) x 2,5 = 1155 DKK
The retail price for the dress is 1155 DKK.
group contract
1. Group goal
Complete the assignment as best as we can.
2. Tasks
The project contains: research, writing the report, preparing the process portfolio, lookbook
and business cards, sewing the product and calculating its price, building the fair stand. We
will use the skills that we have to complete the assignment as best as we can. We will all put
equal effort into the assigned tasks.
3. Cooperation
We will communicate to come up with the best solutions in terms of meetings and if we have
any problems we will contact each other in our groupchat on Messenger. We will keep a positive atmosphere and help each other.
4. Team analysis
We lack a person with leadership skills. Our Belbin test results are very different, but we
agreed to make it work. Our work ethic is very similar.
5. The work plan
We will divide tasks equally later into the project and give a helping hand to each other when
needed.
6. Other things
We will schedule meetings to work on the project. We agreed to stay after school if needed