American Graphic Design Award for GDUSA 2024
Creative Brief
A shoe subscription brand that brings the shoes to the customers doorstep after going through a process of finding the customers style. The brand offers its own line of shoes and helps people fill out their closet.
Concept StatemenT
Kkachi is a shoe subscription brand based in Seoul, South Korea. We bring convenience to the customer and Kkachi branded shoes straight to your doorstep. Say goodbye to shopping stress, and hello to convenience and confidence, one step at a time.
Audience
Lucy minnie
A straight A highschool student who loves shoes but can not afford to go to a store due to her parents being very strict about where she goes.
- 17 years old
- Student
- Single
Sunny man
A straight A highschool student who loves shoes but can not afford to go to a store due to her parents being very strict about where she goes.
- 17 years old
- Student
- Single
KAI DUNS
Loves his kids and does everything he can with them. Loves taking pictures and making scrap books.
- 43 years old
- Stay at Home Dad
- Married
ALEX DUNS
Has a business where he makes clothes for babies and pets. Loves his family but doesn’t usually get to see them because of how much he has to do for his business.
- 46 years old
- Small Business Owner
- Married
Hansel Mansel
She has a very short temper with people because of all of the stress she goes through so she likes to make it up by giving gifts to people.
- 33 years old
- CEO
- Divorced
Competitors
These subscription shoe and clothes brands inspired me a lot by showing me how shoes were priced, the style of shoes, and who they were targeting towards. Kkachi is different because they are all Kkachi brand shoes that are targeted towards a wide variety of people, such as men, women, kids, and gender noncomforing customers.
EVENT COMMITMENT MATRIX
IDENTITY
People who need shoes but can not commute to get them or do not have time to do so.
Purpose
Give a convenient alternative to shopping for shoes while also having a personal stylist,
AIMS
Fill their closet full of stylish shoes that the customer can feel proud wearing.
ONLYNESS
This subscription based app has shoes made only by Kkachi and has personal stylists for each customer.
MORES
Allows customers to not have to worry about shopping for shoes or allotting multiple hours during the day to shop.
VALUES
Our values are providing a quality product to the customer while also providing an experience that allows the customer to feel special.
VISUAL TRANSLATIONS
CREAtIVITY: Fun shapes, colors that work nice together, thoughtful lines
Imagination: Bold strokes, image as type/type as image
NONLINEAR: Abstraction, small color palette
Variety: Variety of fonts, variety of forms
DESIGN PROCESS
SKETCHES
PROTOTYPES
ROUGHS
FINAL INVITATION SUITE
