Jean Wilczek / The Illiniois Institute of Art, Schaumburg
Whimsy Wings Repurposable Bird Feeder
Self
Whimsy Wings Repurposable Bird Feeder
Whimsy Wings Repurposable Bird Feeder
For this project, the challenge posed to me was to create branding and packaging for one of 3 fictitious companies I had dreamed up. The product I chose was birdseed. The company name I came up with was "Whimsy Wings Seed Company".
More of the challenges posed to me were to name the company, to create the product's persona, define a price point, define the target audience, research any competing products, find the product's unique selling position, define a color scheme, sketch and iterate design concepts, create 2 different prototypes, and upon choosing the final design, creating 3 variations of the packaging for various varieties of the same product.
While working on the various stages of this project, I had my concepts and designs critiqued in a 6-8 person classroom setting as well as market testing with various demographics to understand ease of use and interest.
3. The Intent: What point of view did you bring to the project, and were there additional criteria that you added to the brief?I wanted to design a whimsical gateway product that would get people from a wide variety of ages and backgrounds interested in birdwatching and feeding. To this project, I added one additional set of criteria. I wanted the packaging to be made from post-consumer materials, have the ability to be re-purposed after initial use as a feeder and I wanted the materials to ultimately be biodegradable.
To accomplish this, there is a paper perch in front of the house that is folded flush to the box at the time of purchase. When the perch is pulled away from the box and is deployed, it exposes a perforated area to be punched out and discarded. This will dispense the seed. Once the seed has been eaten, the perch folds close to the box and is secured with supplied tape dots, effectively covering the seed hole. Another perforated area around the decorative window can then be punched out for use as the entrance when the packaging is used as a birdhouse. Once the birdhouse has been used and abandoned after nesting, it can be discarded, the contents and packaging all being biodegradable.
4. The Process: Describe the rigor that informed your project. (Research, ethnography, subject matter experts, materials exploration, technology, iteration, testing, etc., as applicable.) What stakeholder interests did you consider? (Audience, business, organization, labor, manufacturing, distribution, etc., as applicable) I researched the market to see if there were any existing products in this niche. There was one other comparable product with a vary utilitarian design. I looked into using plastic coated paper and wax coated paper and decided on the wax coated paper for sustainability. Children and adults of all ages enjoy nature. I wanted to appeal to all groups universally. I decided that the product needed to be whimsical, which would reach an adults interest as much has a child's. I presented the bird feeders to children ages 6 -17 as well as middle aged adults and seniors for feedback. I watched to see if there was interest and if there was ease of use for each age group. I envisioned this product being sold at inexpensive chain stores and garden centers as a novelty gift to introduce people to the joys of bird feeding and watching. I had considered finding a venture capitalist to work with on a commission basis for funding. I had also considered presenting the product to various seed companies for licensing. The price point for this product would be between $6 - $8 for a 5lb box.5. The Value: How does your project earn its keep in the world? What is its value? What is its impact? (Social, educational, economic, paradigm-shifting, sustainable, environmental, cultural, gladdening, etc.)This product brings enjoyment of nature and relaxation into people's lives. It is a teaching tool for both children and adults. The feeders are a gateway into the world of bid feeding and watching without the commitment and expense of other various feeders. This feeder can also be re-purposed into a bird house. The packaging doesn't end up in a landfill 6 months after manufacturing. Once the feeder is empty, it is easily converted into a birdhouse for the remainder of its life (an estimated year). After this time, the house can be disposed of after a nesting season and will easily biodegrade. The bird feeders make a wonderful gift and are made in a way that honors the environment and the creatures living in it. This product could be easily made in the US. The price point is reachable for almost all demographics.
Poetic