Problem Statement
Moodboard
Since ancient times, the vase has been accorded not only a utilitarian but also a symbolic role—it was an art object, a statement piece, and a carrier of cultural code. Today, the modern market is saturated with monotonous, mass-produced goods, and the vase’s role as a unique object has been lost. The project’s mission is to develop vases that will become a vibrant emotional centerpiece in any interior.
Target Audience
— Design and art enthusiasts: those who follow interior design trends, value uniqueness and an authorial approach, enjoy standing out, and are active Pinterest users. — Representatives of the creative class: designers, artists, architects who are looking for art objects for home decor or projects. — People searching for a unique gift.
A secondary target audience includes corporate clients: design studios, architectural firms, creative spaces, hotels, and restaurants.
Target Audience Needs and Constraints
The primary need of the target audience is to own a unique object—a vase—in a world where everyone buys the same things. This piece will not only decorate the interior but will also communicate the owner’s taste and values, adding new meaning to the space. For those who gift this vase, the important thing is to gift an emotion.
Target Audience Constraints: — high price point of artisan goods; — fear of impulse buying; — misunderstanding of inherent value; — small living space.
User problems based on CJM
When purchasing online:
— uncertainty about the object’s size; — uncertainty about the object’s fragility; — fear that it won’t match one’s interior design; — fear that the product won’t look like the photo.
Upon delivery:
— fear of unreliable packaging; — fear of unpresentable or damaged packaging;
During use:
— does not fit the home decor; — nowhere to place it; — a sharp smell from the vase; — not suitable for all flowers.
Marketplace Research
— Output results:
There is a selection of interestingly shaped ceramic vases, but almost all of them are minimalist, light-colored, and solid-toned.
— There aren’t any that truly stand out. — Not all the vases are functionally robust. — Not all are durable.
- However, they can be purchased at a low price.
— Review Analysis:
Market Analysis
Positioning
Sketching: «Pastry» Vases
The brand creates unique vases for art enthusiasts who seek not just a functional object, but one that is vibrant and emotional—all within a creative atmosphere and a playful communication tone—helping owners express their individuality through interior design pieces.
Style Board
Conclusions from TRIZ
Sketching
Creative approaches are possible: — Replace the conventional vase shape with an asymmetrical design; — Combine different styles within a single object; — Integrate multiple vases, each suited for different flowers, into one unified piece; — Draw inspiration from foreign brands, specifically the surrealism and disruption of reality seen in Seletti; — Give the vase the form of an unconventional object.
Sketching: Vases from Unusual Objects