Industrial Designer M.Des Strategic Design

Nayda Flórez Venizelos

Master Degree Projects Strategic Design

Ferrero Internship Report

Nutella Emotions: The Cult Branding

Strategy

The purpose of the project is to develop an

envisioning arena for Ferrero S.p.a.

concerning one of the most important products

in their portfolio, Nutella. The only variation

present in the project would be the format

Nutella 30gr; launched, as a new marketing

strategy, but primarily stimulated by the

emotional triggers presents in nowadays life;

introducing the product to the new business

arena of the emotional connections with

consumers.

Skills

• Business Analysis

• Market Research

• Project Management

• Storytelling

• Consumer Insight

• Trend Analysis

• User Experience Strategy

Trend watching

Consumption universe

Brand experience

• Brand experience: regarding the system of

values the product itself communicates.

• Trend watching: the observation and analysis

of social innovations, the evolution of

packaging experience and the importance of

experience design on the mass consumption

products.

• The consumption universe: on the subjects of

food design and the consumer trends.

• Brand Experience

• Trend Watching

• Food & Experience Design

• The Consumption Universe

The complementary value of the report is the Toolkit, an invigorating set of global messages emitted by cultural & social changes. The Toolkit includes:

Toolkit

High quality

Artisanal attention to detail

product freshness

Finest raw materials

Respect and care for the

consumer

Social issues

Food safety

Acting Glocal

CORPORATE SOCIAL

RESPONSIBILITY

VALUES

Trust

Knowledge

Experience

sensitivity

C O R E

Thinking+ acting

GLOCAL

Company’s External

Configuration

immersion distance passive active

entertainment education experiential cognitive

incremental

innovation

radical

innovation

similar heterogeneous

Technology

Products

Positioning in terms of innovation radical innovation

incremental innovation customer service

product innovation

process innovation

product experience

brand experience

customer satisfaction

premium low-grade

emerging markets

established markets

trend responsive

traditional

Ferrero Internship Report

Nutella Emotions: The Cult Branding

Strategy

Cornerstones

Ferrero Internship Report

Nutella Emotions: The Cult Branding

Strategy

Consumer’s Need State

passion adventure

personal

social

Fetish & hedonism

Exploration

Mood booster

Consumer Experience

Moodboard-Consumers-

Ferrero Internship Report

Nutella Emotions: The Cult Branding

Strategy

The Sociable Housing

Developing new properties and services,

with a clear social objective, for those who

can not satisfy their housing need on the

market.

Skills

• Scenario Building

• Market research

• Information Architecture

• Focus groups

• Persona development

• Experience Design

• Organization design

Role Playing Personas

Product/Service System Scenarios

Core:

•Housing projects

•Skill trading & training

• Supporting and training local centre

• Support professional and personal

projects

• Build up the neighbourhood identity

• To prepare independent and skilled young people for their future

Goals:

• Knowledge and employment

development

• Transferability of skills

• Contribute to new business areas

Pro imo

Local

business

Public institution

Neighborhood

Self-promotion

Improve career

development

LOCAL CENTRE

Companies

Cenni resident

Motivations

The Sociable Housing

Developing new properties and services,

with a clear social objective, for those who

can not satisfy their housing need on the

market.

Moodboard

Service Blueprint

The Sociable Housing

Developing new properties and services,

with a clear social objective, for those who

can not satisfy their housing need on the

market.

Social Innovation

Strategy

A set of supporting facilities empowering

social cohesion, profession and well being.

In order to, reinforce the family values

within the community of Figino.

Skills

• Scenario Building

• Ethnography

• Industry benchmarking

• Service Design

• User Experience Design

STABILITY AUTONOMY TRAINING

Non-market economy

Mutual aid culture

Social exchange

Peer-to-Peer

Philosophy

Benchmarking-Value Chart-

The Strategy-Configuration-

Sharing Moments

IllyCaffé

Game Metaphor Architecture

Planning new sharing moments

by providing people with clear and

immediate consumption/ relation models

able to arouse in them the desire to share

the experience

of the Italian “espresso style”

expression of a culture and of a light way

of interpreting life.

Skills

• Scenario Building

• Qualitative Research Methodologies.

• Persona development

• Customer Segmentation

• User experience management

• Information Architecture

• Product and Service Development.

Personas

• Setting Profiles

• Setup Environment

• Interactions

The Brief

Sharing Moments

IllyCaffé

Game Metaphor Architecture

M E T E R STRATEGIC PLATAFORM

• Scenarios

• Interactions

• Role play Metaphors

Platform of Interactions

• Games Has A Narrative Structure

That Can Be Read

• Visual Metaphors

• Involve The Consumers Emotionally

• Pervasive Metaphor

• Organizing Interactive System

Sharing Moments

IllyCaffé

Game Metaphor Architecture

RENEWAL RISE & SHINE

POST-ITS ARTS

Sharing experiences no hierarchy

Sharing Moments-Concepts-

Moods

Hospitality

Get in sync

Waking up

Activities

Planning

Ice breaking

Socialize

Time

15-30mins

Players

Employers

Employees

Guests

Storyboard

Interaction Design Innovating

Workstations

Generated high-level design concepts and

prepared design briefs for new product

systems to support the open source

workstation

Skills

• Concept Development

• Community Management

• Design Strategy

• Storytelling

From Heterogeneous Creation To Homogeneous

Solutions

Community’s Keywords & Values

Community Metaphor

Interaction Design Innovating

Workstations

Generated high-level design concepts and

prepared design briefs for new product

systems to support the open source

workstation

Skills

Scenario

Why Orchestra to represent “itsme”

community?

By multiple voices, a cohesive chorus, by variety

of instruments in the orchestra and a hidden

maestro and harmony; “itsme” builds its own

identity.

How is the evolution?

The direction comes from the harmony, potential

from the heterogeneity and the orchestra is spread

into different life cycles.

Many voices, one direction,

harmony is the most powerful

conductor.

Creation of a sustainable community

Facilitated the conceptualisation and

design of a product, service and

communication strategy for the creation of

a sustainable community.

Bring Sustainability to Real Life

by offering customized emotional

communication/ experiences.

Skills

• Project Planning and Management.

• Business Engineering

• Concept Design

• Community Building

• Design Thinking

Online/Offline co-creating social green actions!

OUR HEART IS ECO-CENTRIC!

Express visions and hopes

- Personal & professional commitments

- Profiling

Exchanging knowledge/ learning environment.

• Access to have opportunity to collaborate.

• Technical info.

• Cross boundary working (exhibitions, events, workshops)

• Contact business.

• More reachable access to green info.

Legacy of commitment:

- Architectural projects

- New behavior patterns

- Changing social architecture

1

2

3

4

Global exposure is supported & motivated

Why

PROFESSIONAL/NON

PROFESSIONAL NETWORKING

GREEN COMMUNITIES

AND LOCAL GOVERNMENTS

SUPPORTING SUSTAINABLE

EDUCATION

Scenario

Creation of a sustainable community

Facilitated the conceptualisation and

design of a product, service and

communication strategy for the creation of

a sustainable community.

Bring Sustainability to Real Life

by offering customized emotional

communication/ experiences.

Industrial Design

Brand extension allows:

- Recognition

- Acceptance

- Support quality / service / design

Relationship with:

- Products

- Trends

- Activities

Brand Identity

Cornerstones

Market Research

Analysis

Strategy advice from marketing insights.

Skills

• Briefing

• Market Research

• Surveying

• Focus groups

• User Experience Strategy

• Trend Analysis

• Consumer Insight and Product

Innovation

• Business process analysis

• Strategic Envisioning

• Branding Strategy

Identification with Customer’s personality:

Levels of significance:

1. Brand attributes: youth, spontaneity,

identity, quality, service.

2. Benefits:

Be fashionable, comfortable and consistent

with my social group, power, status.

3. values:

Exclusivity, Fashion.

4. personality:

Be unique, be fashionable and be innovative.

Perceptual Aesthetics

Trend Map Consumer Profile and Trends

Market Research

Analysis

Strategy advice from marketing insights.

Orange Squeezer

Concept

Human force orange squeezer with jar

Target

Home appliances

Material

High density polyethylene

Plate & Sauce bowl

for sushi

Concept

Surface Optimization

Target

Home

Material

Ceramic

Foot Orthotic

Concept

Mimetize a disability by adjusting material

and dimensions to fit daily shoewear.

Sponsored by a

recognized company

Target

Orthopaedic Appliances

Material

Structured polyethylene

Underground

Personnel transport

Concept

Mining work, mobility and welfare.

Projection of the social working dignity

towards the suitable development of

transport in the mining environment of the

carboniferous operation in Colombia.

Target

Mining Industry

Material

Recycled structure

Polyethylene & cold roll

Heat

Dryer

Concept

Dry clothing by controlling

humidity and recycling it to

generate heat

Target

Home Appliances

Graphic Design

Illustrations

Corporate Identity

Calligraphy

Technique: Crayons

Technique: Charcoal

Technique: Charcoal

Technique: Charcoal

Technique:

Digital Illustration

Illustrations

Corporate Identity

Calligraphy

Technique:

Digital Illustration

Calligraphy

Dafont.com

Corporate Identity

Digital Illustration

Technique:

Digital Illustration

Technique:

Digital Illustration

Technique:

Digital Illustration