Pabucuyarım - a branding project

For my graduation project, I chose to challenge myself by designing the corporate identity of an imaginary brand. Building the concept; defining the target audience; shaping the soul, the character and the appeal of the brand accordingly.

I was influenced by the various products which are sold in vending-machines in Japan. These machines are positioned in critical locations to aid the customers in their time of need. I was thrilled by the notions of self-service and user-friendliness; for they enabled us to eliminate the middle-man (the salesmen) and cross out any external factors (such as; the location and the design of the shop, the music playing withing the shop etc.) to smooth out any problems one might face at the purchase points.

I decided that the corporate identity of this brand should mimic fast-food culture in textile, provide an alternative to the existing system and communicate efficiency and practicality. The ultimate purposes of this shoe brand are; to make the customer feel comfortable wearing it to a club, easily hop on-off public transportation, change into them while driving the car, slip one on and go shopping, secure their feet with comfort on long distance traveling and provide an alternative to the shoe that you left the house with in the morning.

After building the concept and defining the target audience, I focused upon other aspects of my project. The vending machine was going to contain 6 different shoe sizes (for both men & women) with 7 different colors for each shoe size. The shoes had to be folded in half in order to fit into the package and into the rows of the vending machine. Therefore the shoes had to be designed in a way that enables it to be folded in half. With this in mind, I decided to name my brand Pabucuyarım; for ‘yarım’ means ‘half’ in Turkish and the name itself is mentioned playfully in a Turkish riddle for children.


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