Verso
Product Design & Branding
CASE STUDY THREE
Verso Handcrafts©:
Product Design and Brand Strategy
Background:
I created Verso Handcrafts as a personal endeavor, driven by the desire to learn 3D printing. I aimed to push my skills and technology to their boundaries while embarking on a new learning journey. I aspired to innovate and create products that fully harness my capabilities.
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Following a year of intensive brainstorming, material testing, and research into design methodologies, I decided to launch an online platform, and commence the sale of products that I develop myself.
Goals:
1. Development of a flagship product.
2. Creation of a strong brand identity.
3. Establish an online business platform.
Solutions:
Before working on any strategy, I had to develop a killer product. Many factors were considered for this process, for example: the vital tourism industry of Vancouver, Canadian values, uniqueness, production costs, time, material, shipment, and costs of online resources.
After long sessions of researching, collaborating with peers, and experimentation, I came up with the idea of resin rings that encapsulated iconic Canadian landmarks, starting with British Columbia.
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Target Market: Visitors and proud Canadians.
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Placements: Retail (gift shops and souvenir stores) and online platforms.
Vancouver's official flower is the rose.
Brand Identity:
The branding strategy was built by considering market behavior, target market, positioning, future product developments, and uniqueness over competitors. Thus, the most important goal was to increase awareness.​
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The name: Verso comes from “verse” which is a single line in a poem, just like the products with small encapsulated locations are pieces of a larger place and moment. “Handcrafts” was used in consideration of future plans and expansions. The company will be selling handcrafted products manufactured in other countries.
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Unique selling proposition: “ We crystallize memories and turn them into precious jewels ”.
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Intended market positioning: Verso Handcrafts is situated under a close competitor, My Secret Woods, as you can see in the chart below.
Online Store & Site:
Verso Handcrafts, a fully online company specializing in product and jewelry sales, was tasked with crafting a website that seamlessly catered to customer orders. The project involved the creation of a responsive platform designed with flexibility, incorporating photography for an enhanced online shopping experience, all while adhering to brand guidelines and ensuring efficient loading speeds and performance.
The primary aim was to streamline the online shopping process, making it swift and user-friendly. However, the website has since been retired as I shifted my focus to advancing my UX/UI design career.
Honkey©: Product Design (COVID-19 Response)
Background:
At the onset of the 2020 pandemic, there was limited knowledge about the contagiousness of COVID-19, and individuals were apprehensive about coming into contact with items like buttons and door handles. During this period, I identified an opportunity to leverage my 3D printing expertise and creativity. This was when the contactless keychain concept was born to help people interact with objects without the potential risk of infection. ​
Product Description:
Honkey is a non-touch door opener and button activator that keeps hands clean and avoids any potential contamination from germs and the COVID-19 virus. It is made of epoxy resin and assists people during their daily commute by helping them to open doors, enter numbers at ATMs, and press crosswalks and elevator buttons.
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My inspiration for Honkey actually came from the Canadian goose. Why? Because a goose goes
wherever it wants to go and so should Canadians. Additionally, the product was intended mostly for the Canadian market.
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Unique Selling Points:
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100% non-touch: The main problem with similar products is that the "hook" is not covered by anything. Honkey folds back into the handle without touching the hook, preventing contamination of other objects such as keys, bags, and other items.
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It was created by Canadians, for Canadians.
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Portable and visually appealing.
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Value Provided:
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Safety and protection from possible COVID-19 contamination.
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Lift Canadian spirits during difficult times.
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Pricing Strategy:
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$11, plus shipping Many factors were taken into consideration for the price such as costs, competition, objectives, product life-cycle, marketing mix, targeting, and positioning. Furthermore, to build trust among the customers and support the community, 5% of profits from this product will be donated to the fight against COVID-19. The pricing strategy was introductory in order to manage the supply, which was limited.
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Results:
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Despite abstaining from advertising investments, Verso Handcrafts had already gained recognition across various social media platforms, amassing nearly 200 dedicated followers who were mostly interested in the Honkey keychain. With over 300 rings sold, Verso stood on a significant achievement.
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The strength of Verso Handcrafts' unique concept and aesthetic had earned it prestigious invitations and accolades. Notably, it was invited to showcase its creations at the Museum Of Art of El Salvador (MARTE) in 2019, and its "Luvio" project had achieved finalist status in the Contempo 2019 competition. Additionally, Verso Handcrafts had been called upon to participate in a case study for International Business students at Grey Stone College Montreal in April 2020.
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While the project is now on hiatus, due to my personal focus has shifted toward advancing my professional career as a UX/UI designer. Nevertheless, Verso boasted a fully operational online platform equipped to handle orders seamlessly through Wix.com, PayPal, Google SEO, and other online tools. The primary driver of market interest remained Facebook, owing to the product's remarkable and enticing concept and the power of word-of-mouth promotion.
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