brahmanware
DESCRIPTION
Dinnerware inspired by Viktor SchreckengostTRANSCRIPT
Viktor Schreckengost Design Language Project
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Viktor Shreckengost, an accomplished artist, craftsman, designer and educator,
was one of the founders of modern industrial design. Armed with the
philosophy “design for the masses not for the classes” Vik’s prolific career is
believed to have contributed $250 billion to the US economy, while bringing a
unique flavor of modernism to Americans.
As part of an effort to create a living legacy for Viktor, the Shreckengost family
has committed to a strategy of making his past work accessible, while creating a new line of products, which will embody
his values.
Here is the process and end result of coming up with this design language.
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Historical background
The history of Viktor’s life accomplishments and work was researched in order to fully understand him and what a Viktor brand should stand for.
research
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Every adult in America has ridden in, ridden on, drunk out of, stored their things in, eaten off of, been costumed in, mowed their lawn with, played on, lit the night with, viewed in a museum, cooled their room with, read about, printed with, sat on, placed a call with, enjoyed in a theater, hid their hooch in, collected, been awarded with, seen at a zoo, put their flowers in, hung on their wall, served punch from, delivered milk in, read something printed on, seen at the World’s Fair, detected enemy combatants with, written about, had an arm or leg replaced with, graduated from, protected by, or seen at the White House something created by Viktor Schreckengost
Called an "American da Vinci" by so many that discover him, the breadth and depth of his work is staggering by any measure. A pioneer of modern American industrial design, prolific sculptor, painter, and ceramist, his works are sought by and held in major private and public collections across the United States and around the world. His accomplish-ments have been recognized through dozens of awards including the National Medal of Arts awarded by the President of the United States, the country's highest award in the arts.
Schreckengost's crowning achievement was his creation of the first industrial design education program in America in the 1930s. For nearly 70 years, he trained generations of leading industrial designers. The impact on the country's economy far exceeds $200 billion. His impact on the quality of our lives is immeasurable.
The Legacy of Viktor Schreckengost
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Upscale, quality, utilitarian, craftsy
Simple, functional, design for the masses, D.I.Y, universal
Classic, pricey, upper-class, caiters to multiple aesthetic tastes, eclectic
Witty, expressive, fantastical, irreverent
Domestic, feminine, D.I.Y, percieved luxury, class, traditional
Mechanical aesthetic, innovative, precision, cutting-edge
Minimalist, clean, soft squares
Unobtrusive, honest, minimal, consequential
Versitile, organic, sculptural, simple, elegant
original, pioneers
Linear, organic architecture
Fluid forms, futuristic, sculptural
Streamline, simplicity, eliminates cluttering detail and answers a subconscious yearning for the polished, orderly essential
Elite, in your face, sculpture, radical
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Competitive landscape
We also listed all brands that we considered competitors in a similar market and broke them down into key terms to determine their brand essence. We then made key positioning maps to determine were the Viktor brand would be positioned in comparison to the rest of the market.
cost
utility
VIKTOR
Ive
Value-based competitive landscape chart
Value = Utility - Cost
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Concepts
Using Viktor’s sculpture as reference, concepts and ideations were generated in a wide variety of product fields. Everything from kitchen caddies to big wheels, clocks to vessels.
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expressive pragmatic accessabl
e
indi
vidual
REACH
Developing a brand essence and design language
As a class we condensed and analyzed our concepts. We
developed and brainstormed a brand essence, as well as visual vocabulary and palettes for the
Viktor brand
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pragmaticstablestructuralsimplecleanneutral colorexpressive in pattern
expressiveindividualpragmaticaccessibleorganicemotionalsculpturalwarm colors
individualmulticoloredpersonalitycharacteraccessiblesaturatedplayfuluniquefresh
kitchen
home decor
ride-on
20 % color80 % white
40 % color60 % white
80 % color20 % white
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Refinement
After establishing subbrands, brand languages and visual palettes, I
further refined my idea,exploring forms for a vessel inspired by
Viktors Brahman sculpture.
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Detachable lid allows for easy storage of food, as well as keeps things fresh
Saucers are shaped to match bowls, feet elevate plate off the surface to increase stability and prevent spillage.
Lid can double as a base for storing on smaller, uneven surfaces as well as in the fridge.
Serving dish is double walled, to help insulate warm and cold foods. The inner lining also has large rounded corners, to allow for easier serving and easier clean-up.
