Luvio
Product Design
CASE STUDY ONE
Luvio©: Marketing Research and Design of a Cultural Product
Goals:
Develop a product that promotes El Salvador’s cultural heritage
Incorporate design into larger Verso Handcrafts aesthetic
Aim product towards a specific target market
Background:
In June 2019, I was invited to be part of Contempo 2019, a product design exhibition held at the Art Museum of El Salvador (MARTE) in San Salvador, El Salvador. The requirements to participate were the conceptualization and design of a cultural product for home decoration. The product should represent El Salvador and be suitable for businesses in local and international markets.
Proposed Product:
The product I proposed was a line of modern and elegant tiles designed with innovative 3D printing technology. The line is inspired by the calmness that comes after rainstorms and the traditional story of the God of rain, Tláloc, who was an important God for the pre-Columbian people who lived in the area now known as El Salvador.
*Patents for this product are in progress 03-2019. Copyright Infringements will be issued.
Product Line:
Luvio has two types of tiles that can be installed independently or together. The tiles are perfect for not only walls but also other structures like furniture and mirrors. They look especially beautiful in rooms connected to water, such as restrooms.
While resin offers a sleek and clean feel, the tiles can also be made of cement, offering a sturdy and weather-resistant alternative for outdoor settings, near pools, or in green spaces.
Target Market:
The primary target market is modern Salvadoran hotels located in the capital city, San Salvador. This would help share Salvadoran culture with visitors who aren’t as familiar with it while also improving the pre-existing facilities.
The secondary market is Salvadoran embassies, consulates, and governmental offices both in El Salvador and around the world. The intention is that the image will bring happy memories for other Salvadorans who live, study, and work abroad.
Research and Inspiration:
Every single detail of Luvio's design has a reason based on marketing research. First, the central piece with the face represents Tlaloc who is the God of rain for the Pipils, the indigenous people of El Salvador (see image No. 2). Second, Tlaloc is one of the most important Gods in the region. Third, the concept was visually combined with the Jaguar disk, which is a remarkable archaeological artifact found in Cara Sucia, El Salvador (see image No. 3). This artifact is widely recognized because it is one of the most well-preserved objects found in the country.
Transition and combination of the jaguar disc to the Tlaloc symbol.
Another cultural reference taken into consideration is the hexagonal shapes of the tiles. They are inspired
by cobblestones used in many villages around El Salvador (see image No. 4). Thus, it has a strong connection
and familiarity with Salvadorans. Creatively talking, the tiles and their symbolism represent "The rain falling on
Salvadoran land".
Recognition:
In October 2019, Luvio was exhibited in the MARTE Museum for the entire month and was recognized for being one of the projects with the most cultural values represented in a functional and modern product. Furthermore, I had the chance to hold a workshop and share my experience with Industrial Design students who wanted to learn more about the process of developing products that are not only functional but business-focused. Additionally, this project improved the brand reputation of Verso Handcrafts and helped me create a new business network in El Salvador.
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