brand + identityconcept developmentmark wilson | september 2015

brand valuesincrease brand fame

new technologyRFID

social contextmusic culture

designvalue creation

overview

This project aims to develop a design informed by a brand and it’s values, a

social context specific to New Zealand, and a new technology. The design will

achieve value creation in accordance with the brands beliefs and personality.

The project will increase brand fame for V Energy Drink by Frucor. It will achieve

this through exploring the intersection of the brand’s values, the music culture in

New Zealand, and radio-frequency identification (RFID) tags.

concept

V customers are offered a chance to experience an exciting interaction

directly involving the brand’s major product: a can. The can is used as a

‘trigger’ to immediately share information within a space. This is possible using a radio-frequency

identification tag, which is able to hold small files such as an .mp3. This tag

can be placed discreetly on the surface of the can, and can be

sensed by a transponder when in close proximity.

This report explores various methods of which this concept can be

implemented to achieve different results.

concept onesonic graffiti

This concept is centered around the idea of graffiti using sound, specifically music.

The experience uses ‘V-points,’ a vending machine with a built-in RFID transponder and speaker system. The customer is able to purchase a product from the ‘V-point’ or from other licensed sellers. This product will be a can with an attached RFID tag that holds a small .mp3 music file. He or she can then trigger a file transfer with the ‘V-point’ by presenting the can to an idicated area - just above the transponder. The transponder will automatically activate the music file, playing music into the space surrounding the ‘V-point.’

concept onesonic graffiti

The RFID tag is able to use the aluminium can as an extension of its antenna to increase receptive range. The ‘V-point’ is able to read the tag, which emits a radio frequency when triggered by magnets inside the transponder.

A short time-delay between the file transfer and the activation of the music file will allow the user to make a quick ‘getaway’ from the sound he or she is responsible for. The music file will continue to play even after the customer vacates the space with the product.

concept onesonic graffiti

The music file is unknown to the user until it is activated, bringing to mind a kind of ‘lucky dip’. Ideally, it will be, but is not limited to, a piece of music composed by local or New Zealand artists. There are many potential opportunities that could arise from collaboration between New Zealand Music Month, local artists, and V Energy Drink.

Alternatively, the music files could be popular songs of the day, offering collaboration with radio stations or artists that feature in New Zealand’s Top 40 tracks.

concept onesonic graffiti

Although this concept is based around the notion of graffiti, it refrains from the permanence traditional graffiti has. As the music file is activated, feelings of rebellion and ‘public-nuisance’ will be temporarily evoked within the user. However, this experience has a minimal potential for harm, other than that of pure irritation or annoyance from passers by or inhabitants of the same space who might not want to listen to the song. Aside from temporary noise-pollution, there is no other environmental or property damage.

concept twomusic discovery

When this project’s implementation is shifted from public spaces to private spaces, the results are entirely different.

Concept two uses the same file transfer and activation as concept one. However, instead of ‘V-points,’ the customers will use a small and portable device with built in RFID transponder and speakers. It is used in social environments for friends or families who enjoy V Energy Drink to share and discover music together.

The device suggests a connection must be made with a can which holds an RFID tag. When in close proximity with each other, a file is transferred and is activated, not dissimilar to concept one.

concept twomusic discovery

Again, the music files are ideally of local or New Zealand music artists. The concept of not knowing details of what the file is becomes more prevalent and more important than in concept one. This is because it is an entirely different contextual environment. This encourages discovery of new music which can be enjoyed by a small group of people.

concept threeV-Move

This concept stems from the previous two concepts. It uses the same RFID trigger-system but additionally implements visuals in conjuction with sound. Customers purchase a product that holds an RFID tag. The tag is used as a key to unlock and trigger a ‘V-point’ to activate a built-in screen that ‘mirrors’ whoever stands infront of the machine. This is achieved using motion/kinetic sensors. A graphic display of the person appears, through which their silhouette can be used to create certain sounds. These sounds are ideally small snippets of new songs by local or New Zealand artists. Alternatively, they could be random noises or sounds, evoking curiousity and intrigue in not only the user, but other people in the surrounding area. After a short while, the experience ends, where it can be reactivated with the next product can.

additional sketches, prototypes, and process images can be found atmarkwilsonindn312.tumblr.com