Collaborators: Karen Li, Sophia Morgan, Alice Pang, Bianca Romulo
The following project was completed in four hours as part of the annual Berkeley CMYK Designathon run by Innovative Design. This year, CMYK partnered with the Sierra Nevada Torpedo Room in Berkeley to prompt a variety of design challenges.
The prompt our team chose was to design elements of a new line of Sierra Nevada shampoo consistent with the brand identity of the Sierra Nevada Torpedo Room. We were required to deliver a logo for the product as well as two deliverables by the end of four hours. One of our deliverables was a reimagined tasting menu for the bar, which doubled as the point of sale for our new shampoo product. Our submission was voted Most Original by a team of professional product, graphic, and type designers.
My teammates and I approached the prompt from a user-centric perspective. We identified the "problem" as: "I want my lifestyle products to reflect and reaffirm my personal brand." Our assumption was that the target users of the product would be those who identify strongly with the Sierra Nevada brand.
We also wanted some level of cohesion between Sierra Nevada's current product and the proposed new product. In essence, we wanted our shampoo to make users feel the way they do when they take a sip of Sierra Nevada's cool beer.
The next step was to brainstorm everything we knew about Sierra Nevada's brand and the Torpedo Room's brand. Luckily for us, a representative from the Torpedo Room was there to answer our questions. We had a lot of fun indiscriminately sticking words and phrases to our whiteboard and then organizing them into discrete categories.
We identified a few key qualities we knew would be important to integrate into our point of sale deliverable: namely, that the Sierra Nevada Torpedo Room implies Craft, Sustainability, and Discovery.
Since none of us had worked as a bartender at a craft beer bar, we made sure to ask the representative plenty of questions about the specific needs and challenges surrounding the tasting menu. Fortunately for us, Santino provided several valuable insights:
Sketching and Lasercutting by Sophia and Alice. Fritos consumed by the judges.
We were really happy with what we were able to accomplish in the span of four hours. So happy that we're scheduled to meet with Santino to discuss building this product for actual use in the torpedo room. Some improvements we noticed we needed right away were a better finish on the wood, the inclusion of some brand elements we left out of the first design, and whatever insights people at the Torpedo Room might have. I'll update this page as things happen.