TOOD ( That Obscure Object Of Desire) Design & Branding BACHELOR'S SHOE RACK by Publicis Capital Delhi


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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market India
Agency Publicis Capital Delhi
Creative Director Prasad Raghavan
Art Director Ayan Das
Copywriter Sudhir Das
Released April 2012

Credits & Description

Category: Special Editions & Promotional Packaging
National Creative Director: Emmanuel Upputuru (Publicis Capital)
Creative Director: Prasad Raghavan (The Obscure Objects Of Desire)
Copywriter: Sudhir Das (Publicis Capital)
Studio Manager: Rajender Singh Rawat (Publicis Capital)
Studio Artist: Parveen Saini (Publicis Capital)
Production Manager: Anoop Gambhir (Publicis Capital)
Art Director: Ayan Das (Publicis Capital)
Media placement: Shoebox - TOOD Gallery - 16th April 2012

Describe the brief from the client
The TOOD Gallery sells designer object for everyday use.

The brief from them was to design a limited edition shoebox for bachelors. Something functional, and yet also with immense aesthetic appeal.

Describe the challenges and key objectives
It needed to be beautiful - while there are many functional alternatives available, they all score low on aesthetics.

It needed to be low-maintenance: sturdy enough to withstand the demands of day to day life and also easy to clean. Bachelors aren't really known for the care with which they treat their belongings.

And it needed to be inexpensive.

The design also had to follow a philosophy that the target audience should relate to and learn from.

Describe how you arrived at the final design
These young people spend all day running around - parties, school, work, with hardly a moment of rest. We wanted to tell them 'here's a resting place for your shoes, and while we're on the topic, why don't you also take a moment to rest?'

We did this by subverting something that every young person knows and aspires to - the classic Johnny Walker whisky case. Telling them, essentially, "It's good to walk, but also remember to take rest"

The same cardboard box with brand new acrylic flaps inside - and a cardboard box becomes a fun, stylish shoebox.

Give some indication of how successful the outcome was in the market
The initial order was for 50 boxes. They were all sold out within a week. All from one outlet.