The last two weeks have been incredibly hectic. A team leader, I seem to have take most of the responsibilities.
First, I sat down to work out the contents of the process book, as a guide that Kylie could follow. In the end the book has over 80 pages.
90% of the writing fell on my shoulders. I am the most confident writer when talking about our product, which is understandable, considering it was my idea to being with.
All of week 11 was taken up by this task. I wanted the writing to be clear and concise, and had many people not familiar with the project look over the writing to ensure that this was achieved.
I have been very consistent and persistent with deadlines, reminding everyone on a daily basis when things are due. Unfortunately we had more problems with a single team member, and I ended up doing some of the work she was suppose to, including packaging.
Doodle Dolls packaging aims to create the same “sensory experience that reinforces (the) brand” (Customer Retention, 2016) as Apple products bring to their buyers. Apple “is an acknowledged master at creating an iconic sensory experience that communicates its brand without any words or even a logo. Even a five year-old can pick out an iPhone from a retail display” (Customer Retention, 2016).
Sophie took this inspiration to create prototype packaging using cardboard, ensuring that the size of the box was just big enough to fit the dolls in snuggly. Unlike most plushies that are generally sold as is with a tag attached, or other dolls such as Barbie that comes in window packaging that allows you to view the doll, Doodle Dolls comes in a solid box designed to look like a book, featuring the name of the doll and the logo on the front, and a picture of the child artist and their description of the doll on the inside of the lid.
The doll is wrapped in purple tissue paper – Doodle Doll’s brand colour, and the back of the box shows the child artist and a picture of their drawing, explaining what purchasing the doll means for that child.
Doodle Dolls’ packaging is made to convey the specialness of the dolls, and take our buyers on a journey, starting with the opening of the box. The concept of having text only on the front of the packaging is to make our brand instantly recognisable, especially as our dolls are so varied.
I added the branding features to the box, to give a sense of what the final product could look like. Doodle Dolls is aware that we need to ensure the dolls are of, or around, the same size, so that we can use uniformed packaging, and keep costs low, rather than making custom boxes of varied size for different dolls.
To keep in line with our values on sustainability, the packaging will be made out of 100% recycled and recyclable materials.
I also landed the job of how our assessment will look. I wanted to keep our space playful and childlike. We also have many components to arrange on our display. Thus a 2 meter standing table was the best option. I had a stroke of inspiration and designed this:
When we first did a trial setup, to me it seemed too clinical, especially with the gap under the table:
I decided that it would look great with some toys under the table in boxes, and pieces lego to decorate the table. I chose large lego for toddlers as that is our main market of users:
Also, on Ben’s suggestion, I made a soundscape of children playing and layered that with sounds of birds chirping. Originally I also had a musical loop added as well, but when played in studio I noticed instantly that it was rather irritating and over the top.
Unfortunately Doodle Dolls didn’t make it to the Accelerator finals, but we just missed out by a hair. I believe that when we are more established we will have more of a chance, as those that went into the finals were way more established then us.
We also chose the name of our book by writing down options and asking the publics opinion.
Who to the Rescue? won. It was my favourite as well as it’s very Dr Suesse.
Our posters were also designed – I helped Kylie make final edits after Ben gave us constructive criticism of our first attempt:
All in all it’s been a great semester. Some bumps along the way but i’m really proud of the work we have achieved, and it’s awesome to see my vision come to life. Unfortunately it seems i will be the only person moving forward with the idea.
I am in talks with people around crowdfunding and partnerships. Hopefully you’ll see Doodle Dolls on your shelf in 2018!
Have so much still to do that this is it from me, now and forever from AUT!!