WILSON | LOH

STRATEGIC | DESIGN
| Table of contents |
diaries

BERKEL
Always The Original
tradition of innovation
tre
venezie
2019
1 |
2 |
3 |
4 |
5 |
6 |
Italian food rituals in China
Designing a ritual to help Barilla increase
brand recognition and boost sales in plans
of entering a new market.
diaries
Italian Food for Foreigners
1
act as a link between Barilla and the Chinese population
help Barilla accumulate local knowledge and culture
reduce entry level barrier for Barilla
help promote Barillas values
Beijing
Shanghai
Guangzhou
Shenzhen
Hong Kong
TARGET GROUP - EXPATS
Airport
Formal
- business associations
- cultural associations

Informal
- social networks
- professional social networks
- expats networks
SYSTEM MAP
Forecasting new scenarios and designing a product system
(Product + Communication + Service) for the storage,
transportation and preservation of food and organization
of the kitchen space.
a.b.m. Italia S.p.A
2
KIS cucina, a division of plastic products specifcally for
Kitchen use. Providing the consumer with added value
when it comes to their kitchen products.
Introducing a new family of products into the market.
snap is the image KIS cucina wants to convey in providing
its customers with a family that satisfes their needs for
plastic food containers.
snap TESTER is a product on the shelf labelled as such.
The tester does not have the label packaging of the other
products.
It communicates a direct message to passersby so that they
can experience the safety snap box provides your food.
It ofers the customer the satisfaction of buying an un-
touched product.
CUCINA



POP display
brand building
Exhibit space. Fuorisalone, MIlano
Utilizing an exhibit space to highlight the history and tradition of
design of the company while showcasing new products. Launch an
online platform through an interactive space to capture and retain
customers while using the opportunity to increase brand loyalty.
3
Demographics
The project started with an in-depth look into the crowds that visit Milan during the Salone del Mobile and it was further
broken down into an examination between the visitors of the Salone and the Fuorisalone. The data collected determined the
best possible options of engaging new customers and retaining old ones.
Persona
Name: Brenda Miller
Age: 26
Sex: Female
Profession: Marketing
Marital status: Single
Brenda is a Canadian living and working in Milan as a marketing assistant director for a local brand. Shes been living in Milan
for the last 3 years. She works in the marketing sector but has a strong interest in design. The Fuorisalone is an exciting time
for Brenda because theres lots to see and also its great for meeting people and having a great social time. Brenda is up to
date with social media channels and is particularly active on Facebook and linked in. She loves the city of Milan and has
recently bought a scooter because she fnds it easier to commute with one and hates relying on the local transit. The decision
to buy a scooter is also an environmental reason. Brenda has been riding her bicycle for the last three years and continues to
do so on the weekends.
Product
Mobile
app
Community
TV spot
BRAND TOUCHPOINT MATRIX
Personal
High engagement/hands-on
Mass market
Image building/awareness
Quick
interactions
Multiple/long-
term interactions
Campaigns
Platforms
Twitter
customer
service
(reactive)
Company
website
Store
Printed
material
E-mail
Facebook
page
Adverts
Print ad
Campaign
site
Online
review
indicates current
involvement of
MOMODESIGN
Ideation sketches
history
wall
bicycle
window
exterior
exterior
feature wall
product
display
Customer journey map
pre-event during event post-event
1982
1995
1989
active passive
customer
becomes
aware of
event
customer checks
out the products on
display
customer learns
about the history
of MOMODESIGN
customer has picture taken wearing a
MOMODESIGN helmet and pins it to a
wall. The wall of photos continues to
grow as exhibit goes on.
Online platform is created and
the customer becomes a part
of this community.
Product planning for innovation
Redesign of a common household item with improved
functionality and helping the company adapt and
incorporate upcoming technology.
4
Strengths
brand reputation
international recognition
well set-up for manufacturing and distribution
knowledge and expertise
viewed as leader in feld of electronic components
Opportunities
explore new technology and bring to market
diversify and explore other product segments in
feld of electrically dependent products
Weaknesses
potential to be seen as cheap products in their lower price
range products
dependent on standards for diferent countries
Threats
new entrants
change in technology
SWOT Analysis
The wireless charging business is still in its infancy, but industry observers see a lot of
potential. Roughly 5 million devices were sold this year with wireless charging, but that
number could grow to 100 million by 2015, according to an IHS study. At that point,
the market for diferent accessories and wireless power chips could be worth $4 billion,
the frm said. (Cheng 2012).
Good design is as little design as possible
Less, but better because it concentrates on the essential aspects, and the products
are not burdened with non-essentials. Back to purity, back to simplicity.
- Dieter Rams. Ten principles for good design
The fnal designs were categorized and presented in 3 steps:
Step 1 | Immediate
Concept: The basic plug
It features a simpler and cleaner design using higher quality materials to elevate it above the previous standard
designs. It also features a cable management system to help the user organize and keep the cables under control.
Step 2 | Short term
Concept 1
Provide a stand for a computer tablet.
Concept 2
A sliding tray conceal the heads of the sockets thus cleaning up the design even more.
Step 3 | Medium to long term
Concept 1
The concept revolves around the idea of modularity and focuses on what the user needs. It breaks down the diferent types of
sockets or methods of charging and frees the user to purchase what he/she needs based on the type of
electrical appliances he/she owns.
Concept 2
This idea incorporates the research fndings about inductive charging in a transitional way.
Step 1 | The Basic plug

Clean design with higher quality materials to elevate the status of the undesirable object
White/Black in matte soft touch; orange in smooth plastic
Cable organizer
Step 2.1 | Providing added values and functions

providing the user with more charging options
cable management
a means to display a tablet in the horizontal and vertical position
Step 2.2 | Providing added values and functions
sliding tray for user to access sockets
hides plugs and allows cables to come out from the same slot resulting in a cleaner visual feel
Step 3.1 | Adding modularity for user to fnd the right product for their needs

ofer a starter kit that provides a variety of diferent sockets
users can buy individual more specialized sockets to suit their needs
starter kit:
-italian plug
- german plug
- USB
power supply connector
individual sockets sold for
user to suit their needs
users can customise
the confguration to
best suit their needs
Step 3.2 | Transition to future technologies
provide multiple sockets in addition to wireless induction charging for electrical devices
Introducing a new product service system
Helping the client diversify by launching a new product service
system that is supplemental to its well-known main product line
BERKEL
Always The Original
5
active lifestyle
30-50 yrs old
trendy not luxurious
dual income family
woman
married with children
health conscious
disposable income
SUGO
pesto
vegetables
fruit
cherries
avocado
pera
pesce
chicken
turkey
carrots
MELE
melone
mushrooms
salame
bresaola
PARMIGIANO
simplicity
life balance
family
well being
active lifestyle
melanzane
w
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limone
physical activity
mozarella
indicator
light
analog
pressure
gauge
hand held
vacuum
pump
charger/
base dock
rubber gasket
Type of food
Vegetables
Fruits
Meats
Asparagus
Artichokes
Chicken
3 days left
8 days left
12 days left


BAG/
CONTAINER
QR
CODE
SMARTPHONE
APP
WEBSITE/
PLATFORM
- tag their food
(expiry dates)
- grocery list of what is in
their fridge
- suggestions for recipes
(input what you have in
your fridge)
- online community
share knowledge (tricks)
questions for the company
direct and more personal
relationship between
company and client
BRAND LOYALTY
www.theberkelworld.it
Territorial Branding of the Nordest
(European Capital of Culture 2019)
tradition of innovation
tre
venezie
2019
who
corporate business
professionals
company workers
university students
handicraft experts
tourists
what
sharing culture and knowledge
physical space for meeting and
sharing
forge new connections and
inspirations
why
to explore the working culture and
history of the region through
activities that foster collaborative
learning
Brand Strategy
6
Functional
Psychological
Attributes
Holistic
Villa Palladiana
Gondola
Teatro Olimpico
Palladio
Dolomiti
Arena
Lago di Garda
Handcraft
Opera festival
Dolomiti
Trekking
Romeo&Juliet
Amarone
Pinot Grigio Spritz Cheeses&Hams
Afterwork
Spritz
Night on
streets
Corporate business
Institutions
Business
Craftsmen
Tre Venezie
Business environment
Traditional
History
Rituals
Culture
Nature
Mysterious
European
Confdent
Handmade
Protective
Family
Art
Literature
Music
Architecture
Caring
Sharing
Unique
Authentic
Sustainable
Universities
Foundations
Governmental institutions
Glass
Wood
Mask
Stone
Marble
Wine
Discipline
From father to son
Traditional
Family
Efects of economy
Mind Map
A symbol of the past that is transformed into a HUB for the sharing and exchanging of ideas and inspiration between
corporations, institutions and craft.
By reusing these capannone , we are giving new meaning to these abandoned structures to represent the Tre Venezie
region linking it with sustainability.
From an ugly reminder of the past, we are transforming these spaces into an emblem of hope.
The Silk Road
Colombo
Bangkok
New Delhi
Venice
Istanbul
Cairo
Beirut
Tracing the routes of the old Silk Road, pop-up info-points that resemble capannone will appear in busy urban areas to
draw attention and to give information on the upcoming Tre Venezie 2019 event.

t



TRE VENEZIE
Corporations Craft Institutions
open door
share
corporate
culture
connecting
businesses
workshops
collaboration
between
corporate and
handcraft
competitions
university
students
(fashion,
furniture,
etc.)
events
seasonal themed
events to showcase
local landscape
Opera festival and
Carnivale as outside
attraction
HUB
2012
2013
2014
2015
2016
2017
2018
step #1
meeting with
involved parties
step #3
announcement
of ECOC winner step #5
evaluation and
announcement of
chosen projects
step #7
Silk Road project
with pop-up
capannone
step #2
invitation to all actors
creation of the hub
step #4
application period
for project proposals
step #6
program timeline
planning
tradition of innovation
tre
venezie
2019
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tradition of innovation
tre
venezie
2019
FAN: open mind
Nature and work
CONVERGENCE:
Sharing and collaborating
RISE UP: beginning of a new period in Triveneto