BRANDING • ILLUSTRATION • SPATIAL DESIGN
KOASIS BY UNPACKT
BRAND EXPERIENCE
This is my diploma final-year project, where I worked on re-branding the experience of a local eco-friendly business. Opened in 2018, UnPackt is the first zero-waste bulk store in Singapore. They sell sustainable lifestyle products and dry foods in bulk for consumers to reduce waste, to build a green and mindful Singapore, one community at a time.
THEME
In a world of mass production, we are generating more waste than ever. But waste is not waste until you waste it.
LOGO
Koasis, an endorsed brand of UnPackt, was created in an effort to position it as a premium and organic brand towards a wider target audience and promote eco-friendly healthy eating lifestyles. It is an all-in-one concept store–encompassing retail, dining and workshop–that provides everything one needs for sustainable and environmentally-friendly living, all in one place. Premium, organic and eco-friendly food and products are offered at Koasis, and customers can bring their own containers to fill with their desired products, reducing waste in the process. The Koasis Kafé offers eco-healthy food options while the workshops encourage the adoption of environmentally-friendly alternatives. All in all, Koasis allows consumers to lead a healthy lifestyle, while at the same time being sustainable for the environment.
The name is a combination of ‘K’ with the word ‘Oasis’. K represents constant in physics, to symbolise the brand’s mission to sustain the earth and keep it at a healthy state for as long as possible. Oasis means a place of safety, hence it symbolises Koasis being a safe haven for the brand’s consumers amongst all the environmental damage in the world.
BRAND STATIONERY
The secondary elements consists of illustrated elements of nature such as trees and wildlife. Endangered animals suffer from the destruction of their habitats such as oceans and forests, which can be prevented by the reduction of packaging waste through the zero waste movement. Hence, the main secondary elements consists of two endangered animals, the plowshare tortoise and the chameleon.
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An alternative to the wildlife element is the greenhouse illustration. The greenhouse acts as a symbol for the Koasis store to re-emphasize its brand identity within the illustration.
BRAND MERCHANDISE
The brand merchandise is an extention of Koasis’ brand identity, to be sold in-store as a way to promote Koasis. The mug and drawstring pouch uses the pattern of the tree secondary graphics, while the totebags and water bottles features line art graphics of the Koasis greenhouse store set in the different environments that Koasis will help.
The beach represents how Koasis will save the oceans and marine life through the plastic free products, while the forest represents how Koasis can save the trees and the environment through promoting greener lifestyles. The use of line art was due to its similar characteristics to the physical appearance of the window frames that make up the look of a greenhouse.
STORE EXTERIOR & INTERIOR
SCAN QR CODE
STORE LAYOUT
If they are satisfied, they can choose to add to cart and indicate the amount of product they want to purchase, before dispensing the amount into their containers themselves. Once they are satisfied with all of their products, they can head to checkout, where the cashiers will weigh their bags to confirm the accuracy and finalise the customer’s purchase based on what was added to their cart.
When a customer enters the store, they will be greeted by a counter space on the left with weighing machines for customers to weigh their bags and containers that they will use to purchase their items. Upon weighing, they will receive a QR code, to be scanned with the Koasis app, where it will automatically record the weight of their items before it is filled with products. Some Koasis brand merchandise such as the tote bags, drawstring pouch and tupperware containers will be provided at this area for customers who did not bring their own bags/containers to use. As they shop around the store, customers will see product labels for the different products offered, with basic information such as the price, calories and country of origin. The colour scheme for the product labels is mainly warm toned, using yellows, orange and browns to appear more appetising. The product labels also have a unique QR code for each product and customers can use the Koasis app to scan the codes which will direct them to the product’s specific page in the app. Through the app, they will be able to read up on more information about the product itself,
such as the health benefits.
KOASIS APP
MEMBERSHIP CARD
APP WALK-THROUGH
This is when the customer can once again open the Koasis app and head to the membership card page, to present and scan the code on their digital card to gain points. The accumulation of points will unlock special rewards for the customer to redeem on their next visit.
Koasis members are also able to shop anytime and anywhere through the pre-order function on the app. They can browse through the wide variety of Koasis products in the app product catalogue which provides all the information such as price, calories and health benefits. When they pre-order, they can indicate the amount of product they want and a staff at the store will help them pack and dispense that exact amount into a container. The customer can then arrive at Koasis and immediately collect their item to save time. They will be charged a deposit for the container used to store their product, but once again, they have the option to return it at a later date and get back the deposit.
The product catalogue will also recommend new arrivals while constantly adjusting to each individual customer’s preference and interests, the more they shop at Koasis. This boosts app usage time and encourages customers to shop more through the app.
KOASIS WEBSITE
