Creating a premium brand of high-capacity portable chargers. And building the brand from the ground up. This includes the logo design, mission & vision statement, brand prism, S.W.O.T analysis, User Persona and Empathy Map.
4 Weeks
Timeline
Academic
Type of Project
Graphic Designer
Role
Tavastar Brand Identity
Vivek Chauhan, All Rights Reserved
2022 Portfolio
The Project Includes
One Hour Pitch
Brand Prism
S.W.O.T
Market
Segmentation
Segmentation
User Persona
Empathy Map
Brand
Schematic
Schematic
Compatible with a variety of laptops and tablets
Lighter and durable than the competitors
Innovative design and built
Made from recyclable aluminium
Manufactured using renewable energy
Lighter and durable than the competitors
Innovative design and built
Made from recyclable aluminium
Manufactured using renewable energy
Content and Message
Adults aged between 18-35 are the target audience for the product. This demographic comprises of mainly college students and young professionals. This demographic is highly conscious of the brands they associate with and the products they consume.
Target Audience
Electricus
Fulminis
Imperium
Dynami
Kratos
Fulminis
Imperium
Dynami
Kratos
Possible Brand Names
Viribus
Vajra
Perun
Tavastar
Neinfrant
Vajra
Perun
Tavastar
Neinfrant
Dunamis
Putere Maxima
Putere Infinita
Potentia Infinitum
Hephaestus
Putere Maxima
Putere Infinita
Potentia Infinitum
Hephaestus
Designed for the mighty
Built to last centuries
Take your power with you
Never out of charge
Elegant.Durable.Reliable
Used by the mighty
Built to last centuries
Take your power with you
Never out of charge
Elegant.Durable.Reliable
Used by the mighty
Designed to be different
Designed for the different
Never experience blackout
For the mighty in you
Designed for the different
Never experience blackout
For the mighty in you
Possible Brand Names
The product is a premium high capacity powerbank designed and built to charge laptops and tablets.
What is the product?
One Hour Pitch
Xiomi
Corseca
Corseca
Competition
Oneplus
Intex
Intex
Ambrane
Honor
Honor
Tavastar Inc.
Brand Name and Tagline
Brand Name
The name of the brand is based on the vedic artisan god orfashioner. Tvashtr is stated to be a skillful craftsman who created many implements including Indra’s bolt. Sometimes, Tvashtr is identified with another deity named Vishvakarma
Tagline
Never Out of Charge
The power bank market is projected to grow from USD 9.0 billion in 2020 to USD 13.4 billion by 2025; it is expected to grow at a CAGR of 8.1% from 2020 to 2025. Increased dependence on electronic devices like smartphone, tablets and laptops, frequents power outages, increased power consumption of electronic devices and sudden shift to work from home and remote learning are among the factors driving the market of powerbanks.
Although the demand is high for the products the restrictions from Covid-19 has hindered the growth of the sector. The limited output of the products and decreased demand has affected the investments in the sector.
Although the demand is high for the products the restrictions from Covid-19 has hindered the growth of the sector. The limited output of the products and decreased demand has affected the investments in the sector.
Powerbanks and Pandemic
The demand for powerbanks have reduced during the pandemic as individuals have constant access to a power source in their households. However, in countries like India, where power outages are a major issue, powerbanks are used to charge their devices during these outages.
Xiaomi has been dominating the Indian smartphone market with it’s feature packed affordable as well as premium smartphones. The Chinese brand has introduced a wide array of electronic devices including laptops, fitness bands, wireless earphones, TV etc.
Redmi Powerbank uses Li-poly battery that is safer and more efficient than the Lthium-ion batteries. The powerbank market in India is has a lot of Chinese brands like Xiaomi and Oneplus.
Redmi Powerbank uses Li-poly battery that is safer and more efficient than the Lthium-ion batteries. The powerbank market in India is has a lot of Chinese brands like Xiaomi and Oneplus.
Brand Name and Tagline
Using recycled raw materials
Manufactured using renewable energy
Thinnest high capacity powerbank in the market
More durable than the competitors
Carbon Neutral
Manufactured using renewable energy
Thinnest high capacity powerbank in the market
More durable than the competitors
Carbon Neutral
Strengths
S.W.O.T Analysis
Slightly expensive than the competitors
Lack of an established customer base
Lack of an established customer base
Weaknesses
Increasing target demography
Lack of qualty products in the market
Growing eco-conscious demography
Increased Power Consumption and Power Outages
Lack of qualty products in the market
Growing eco-conscious demography
Increased Power Consumption and Power Outages
Oppurtunities
Highly competitive market
Established brands like Xiomi and Oneplus
Covid-19 has restricted the R&D
Decline in the price of powerbanks
Established brands like Xiomi and Oneplus
Covid-19 has restricted the R&D
Decline in the price of powerbanks
Threats
In countries such as India where power outages are a major issue powerbanks are heavily used for charging devices. Due to the pandemic and the shift to work from home laptops and tablets are heavily used. In case of a power outage a low capacity powerbank is not capable of charging a laptop.
The market for high-end or premium powerbanks is an uncharted territory in India. With the rise of eco-conscious consumers plastic as a material has become a big problem while designing any product.
Hydrogen cell based powerbanks and Solar powerbanks can be developed which does not use direct electricity. They can developed to become an alternative to the conventional electrical powerbank.
The market for high-end or premium powerbanks is an uncharted territory in India. With the rise of eco-conscious consumers plastic as a material has become a big problem while designing any product.
Hydrogen cell based powerbanks and Solar powerbanks can be developed which does not use direct electricity. They can developed to become an alternative to the conventional electrical powerbank.
Area of Oppurtunity
Brand Prism
Loyalty
Professional
Value-driven
Professional
Value-driven
Relationship
Eco-friendly
Advanced
Leader
Hardworkers
Advanced
Leader
Hardworkers
Self-Image
Integrity
Innovative
Trust
Efficient
Innovative
Trust
Efficient
Culture
Young
Adventurous
Eco-conscious
Urban
Adventurous
Eco-conscious
Urban
Reflection
Elegant
Sophistication
Impactful
Power
Sophistication
Impactful
Power
Personality
Black
Marble
Metal
Geometry
Vajra
Marble
Metal
Geometry
Vajra
Physique
Market Segmentation
Psychographic
Eco-conscious
Tech-savvy
Likes to buy premium products
Tech-savvy
Likes to buy premium products
Behavioural
Brand Loyal
Invests in quality products
Invests in quality products
Geographic
Urban
India
MNC’s
India
MNC’s
Demographic
Age 18-30
Upper Middle Class
College Students
Working Professionals
Upper Middle Class
College Students
Working Professionals
Aakash lives in Delhi with his joint family. He is currently studying through a distance learning program and is online throughout the day. He is also an avid gamer and plays Apex legends on tablet in his free time.
Bio
User Persona
“ Need a premium quality powerbank that goes well with the rest of my devices ”
A durable powerbank that can survive a few falls
An elegant design that reflects his personality
An elegant design that reflects his personality
Wants and Needs
Most of the powerbanks are fragile
Use of cheap materials
Obsolete look and feel
Use of cheap materials
Obsolete look and feel
Frustrations
Aakash Sethi, 21
New Delhi
Student
Smartphone
Tablet
Wireless Earphones
Smartwatch
Laptop
Tablet
Wireless Earphones
Smartwatch
Laptop
Devices
Early Adopter
Wearables
Tech-savvy
Gaming
Who are we empathizing with?
• A college student who needs a portable source of power
• An eco-conscious youngster
• A tech-savvy individual who needs who requires a powerbank that reflects his personality
• An eco-conscious youngster
• A tech-savvy individual who needs who requires a powerbank that reflects his personality
Empathy Map
What do they see?
• Global brands like Xiomi and Oneplus using plastic in their powerbanks
• Low quality powerbanks that break ina couple of months
• Low quality powerbanks that break ina couple of months
What do they do?
• Stick to adapters and USB cables
• Locate a power source and stick to it
• Carry their huge chargers with them
• Locate a power source and stick to it
• Carry their huge chargers with them
What do they feel?
• Annoyed from carrying their chargers
• Dissapointed with the cheap built of the powerbanks
• Confused between carrying their chargers and buying a fragile powerbank
• Dissapointed with the cheap built of the powerbanks
• Confused between carrying their chargers and buying a fragile powerbank
What do they hear?
• Just buy any powerbank don’t worry about the plastic
• Who cares if it breaks just buy a new one
• Don’t care about the look you need it for charging
• Who cares if it breaks just buy a new one
• Don’t care about the look you need it for charging
What do they think?
• Should I just buy any powerbank
• Am I compromising my productivity due to not owning powerbank
• Am I compromising my productivity due to not owning powerbank
Brand Schematic
High Cpacity Powerbanks
Wireless Powerbanks
Wireless Powerbanks
Key Products and Services
Age 18-35
College Students
Young Professionals
Upper Middle Class
Urban
MNC’s
College Students
Young Professionals
Upper Middle Class
Urban
MNC’s
Target Market
Distictiveness
Sustainable
Passionate
Sustainable
Passionate
Attributes
Provides the most stylish and eco-friendly solution to all your charging problems
Value Proposition
Key Stakeholders
Key Competitors
Electronic devices manufacturers
Owners
Owners
Xiomi
Oneplus
Ambrane
Oneplus
Ambrane
Uses recycled materials
High quality built
Wireless charging
Innovative Design
High quality built
Wireless charging
Innovative Design
Competitive Advantage
Vision
Mission
To provide the most innovative charging solutions
To maximise the use of recycled materials and renewable energy
At Tavastar.Inc we aim to be the best and first choice in the market of powerbanks. We do not cut corners at Tavastar.Inc. At Tavastar.Inc we do not build powerbanks we build the future.
In a world where billions of dollars are spent each year to hold summits about the impact of technology on the environment Tavastar.Inc has taken up the initiative to use 100% recycled metal and renewable energy to manufacture it’s state of the art powerbanks. By 2022 we will be completely carbon neutral so will be our innovative products.
In a world where billions of dollars are spent each year to hold summits about the impact of technology on the environment Tavastar.Inc has taken up the initiative to use 100% recycled metal and renewable energy to manufacture it’s state of the art powerbanks. By 2022 we will be completely carbon neutral so will be our innovative products.
Brand Philosophy
Mockups and Logo Animation
The logo is inspired from Vajra. Vajra is a major inspiration for our brand as like Vajra we build our powerbanks to be durable (indestructibility) and have high-capacity (thunder/irresistible force). Windmills are a major inspiration as it represents power and is a source of renewable energy. The overall geometric nature of the logo represents technology and modernism.
Final Logo
The typeface used is Gilroy. Gilroy-Bold has been used for the brand name whereas for the tagline Gilroy Regular has been used. It’s geometric touch made it the ideal modern sans-serif typeface.
The strong tonal variation between pure white and jet black makes quite a strong design statement.
Also black has been a major part of the brand’s journey. Our brand is sophisticated yet simple at the same time which is clearly reflected through the colour scheme.
Colour Palette
Pure White
Jet Black
Scalability
Typeface
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
0123456789!@#$%^&*()_+-=[]\;’,./{}|:”<>?
0123456789!@#$%^&*()_+-=[]\;’,./{}|:”<>?
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
0123456789!@#$%^&*()_+-=[]\;’,./{}|:”<>?
0123456789!@#$%^&*()_+-=[]\;’,./{}|:”<>?
Gilroy Bold 40px
Gilroy Regular 18px
Moodboard and Explorations
