MID / MPD 2013/2014

TEAM BRONTOL O
presents

Project Leaders: Paolo Lorini, Ivan Pedri	
Project Assistant: Nima Gazestani...
A Love Story: The Gnomes
Gnomes are the protectors of the garden. They have magical
powers that help plants grow. “Love Se...
Target Market
Target Market
Busy working professionals with
a desire to incorporate nature
into their lives
Males and Fema...
Inspirations

Mickey Mouse garden light

Chuppi Light
Competitors

Caterpillar

Funky Veg Kit

Flower power
Competitive Analysis
Emotional
Caterpillar

Grow bottle

Plant Theatre
Flower Power

Wimoto

Independent

Social

Others
E...
Competitive Analysis
Emotional
Caterpillar

Grow bottle

Plant Theatre
Flower Power

Wimoto

Independent

Social

Others
E...
Competitive Analysis
PLANT SENSORS
Easybloom
App

Plant
Link

Flower
Power

Koubachi

x

x

x

x

x

Wimoto

x

x

x

x

S...
Competitive Analysis
PLANT SENSORS
Easybloom
App

x

Wimoto

Flower
Power

Koubachi

Love
Seeds

x

Plant
Link

x

x

x
x
...
Competitive Analysis
PLANTING “KITS”
Plant
Theatre
kits

Barnwood

Caterpillar

Grow
Bottle

Seeds

x

x

x

x

Soil Pelle...
Competitive Analysis
PLANTING “KITS”
Plant
Theatre
kits

Barnwood

Caterpillar

Grow
Bottle

LoveSeeds

x

App
Seeds

x

x...
The Gnome: From the Forest to Your Home
The gnome is the plant’s messanger and
indicates the plant’s needs to the owner. H...
“Love Seeds”
“Love Seeds”
Product Packaging
“Love Seeds”
Empty Vase
“Love Seeds”
Vase With Soil and Water
“Love Seeds”
Vase With Sprouting Plant
“Love Seeds”
Vase With Growing Plant
“Love Seeds”
Vase With Mature Plant
“Love Seeds”
Technical details

PCB

14 cm

12 cm

PCB

Vase in LLDPE (plastic)
Gnome in rubber and silicon
Soil pellet in...
Product Details

When the water is low, the gnome lowers in the
pot, exposing only It’s head.
This indicates water needs t...
Product Details
1. Open your kit and check for bluetooth devices with your phone.

825
7

2. Find Love Seeds and type your...
Light Interaction
Plant needs
more/less sun
Message/
New Friends

Sun

The gnome is equipped
with LED lights on the hat
an...
App Features

Fun Facts - Learn about
your plant

Plant Care- Get tips about
plant treatment

Friends Feed See what’s new
...
Personas

Lucy

Bob

Age: 29

Age: 32

Occupation: Market Manager

Occupation: Advertising Executive

Needs: To buy a gift...
Scenario

Lucy is out shopping and is drawn to the colorful Love Seeds product display.
She thinks Love Seeds would be a p...
Scenario

It’s Valentine’s Day. Lucy gives Bob his gift.
He loves the packaging and can’t wait to open it!
Scenario

Curious about what exactly the “log” is, Bob opens the package and discovers the leaflet.
Scenario

The instructions are simple and the product set-up is intuitive.
Bob is tickled by the gnome fairytale on the ba...
Scenario

He adds water, as instructed on the leaflet and watches the gnome emerge from the log.
He then configures the ap...
Secnario
Scenario

Horray! Bob is amazed at how much his mint has grown!
Scenario
Scenario

Bob gets creative and makes a fabulous tea from his mint plant.
Scenario

He wants to brag about his new creation on the Love Seeds community
and posts a photo of his tea on the app.
Secnario
Scenario

Bob notices the gnome’s cheeks glowing. He got a notification!
Curious, Bob rushes to his phone to see what awai...
Scenario
Value and Potential
Values

Promoting new hobbies and extracurricular activities

Increasing environmental awareness and
s...
All you need is Love!
Love Seeds
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Love Seeds

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Elio Fiorucci’s "Love Therapy" together with "Kobalt" by David Moscato wants to create a new brand extension that will place the company into a new market while keeping core values of both companies and brands, using the gnome brand characters that symbolize love and happiness.

In order to tell the story of the gnome as the “protector of the garden” while spreading love and happiness, we created "Love Seeds". "Love seeds" uses these values in the context of the garden. By taking care of plants and having the ability to participate in a community, Love Seeds offers the opportunity to create a physical-digital spin-off experience while staying true to the Love Therapy brand.

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Love Seeds

  1. 1. MID / MPD 2013/2014 TEAM BRONTOL O presents Project Leaders: Paolo Lorini, Ivan Pedri Project Assistant: Nima Gazestani MID Isabelle Pleno, Hadar Geva MPD Lucas Rosin, Georges Karam, Iacopo Capone
  2. 2. A Love Story: The Gnomes Gnomes are the protectors of the garden. They have magical powers that help plants grow. “Love Seeds” is a home gardening kit with a Gnome that will always watch over your new plant and help you spread love and happiness. While you go about your busy day, feel reassured that your gnome has got you covered. He will keep your garden company and happily await for your return.
  3. 3. Target Market Target Market Busy working professionals with a desire to incorporate nature into their lives Males and Females Ages 25-45 Product Placement A branded “Love Seeds” section will be featured in the following stores: La Rinascente Design Supermarket Excelsior - 1st-floor (OVS Group) Croft (OVS Group) Product Price: 35 Euro
  4. 4. Inspirations Mickey Mouse garden light Chuppi Light
  5. 5. Competitors Caterpillar Funky Veg Kit Flower power
  6. 6. Competitive Analysis Emotional Caterpillar Grow bottle Plant Theatre Flower Power Wimoto Independent Social Others Easybloom Plant link Koubachi Barnwood Technical
  7. 7. Competitive Analysis Emotional Caterpillar Grow bottle Plant Theatre Flower Power Wimoto Independent Social Others Easybloom Plant link Koubachi Barnwood Technical
  8. 8. Competitive Analysis PLANT SENSORS Easybloom App Plant Link Flower Power Koubachi x x x x x Wimoto x x x x Social Net. Fertility x Soil Moisture x Sunlight x x x x Temperature x x x x x x x x € 58 € 36 € 59.25 € 72 Notification Price € 40 x
  9. 9. Competitive Analysis PLANT SENSORS Easybloom App x Wimoto Flower Power Koubachi Love Seeds x Plant Link x x x x Social Net. Fertility x Soil Moisture x Sunlight Temperature x x x x x x x x x x x x x x x x x x € 58 € 36 € 59.25 € 72 € 35 Notification Price € 40 x x Love Seeds is the only product to include a dedicated social network. By featuring only the basic functions, the sensor is able to keep a low price point.
  10. 10. Competitive Analysis PLANTING “KITS” Plant Theatre kits Barnwood Caterpillar Grow Bottle Seeds x x x x Soil Pellet x x x x Leaflet x x x Vase x x x x Labels x x x x € 18 € 35 € 20 € 24 App Sensor SelfWatering Price
  11. 11. Competitive Analysis PLANTING “KITS” Plant Theatre kits Barnwood Caterpillar Grow Bottle LoveSeeds x App Seeds x x x x x Soil Pellet x x x x x Leaflet x x x Vase x x x x x Labels x x x x x x Sensor x SelfWatering x Price € 18 € 35 € 20 € 24 € 35 The Love Seeds kit is the only product that includes an app, sensor and self-watering feature.
  12. 12. The Gnome: From the Forest to Your Home The gnome is the plant’s messanger and indicates the plant’s needs to the owner. He knows when you need to add water or if your plant needs more sun. The gnome will act as your garden companion and will spend his days watching over your plant. He will even tell you if you have messages waiting for you in your Love peppers fireworks in your mouth oregano small pieces of flavor Seeds mobile application. mint rosemary fresh like Alaska seasoning of love parsley basil from grandma’s recipe the aroma of Italy
  13. 13. “Love Seeds”
  14. 14. “Love Seeds” Product Packaging
  15. 15. “Love Seeds” Empty Vase
  16. 16. “Love Seeds” Vase With Soil and Water
  17. 17. “Love Seeds” Vase With Sprouting Plant
  18. 18. “Love Seeds” Vase With Growing Plant
  19. 19. “Love Seeds” Vase With Mature Plant
  20. 20. “Love Seeds” Technical details PCB 14 cm 12 cm PCB Vase in LLDPE (plastic) Gnome in rubber and silicon Soil pellet included Seeds included PCB board inside the vase Li-ion battery powered 23 cm 7 cm Sun sensor 30 cm
  21. 21. Product Details When the water is low, the gnome lowers in the pot, exposing only It’s head. This indicates water needs to be added. When the water level is satisfactory, the gnome can be seen.
  22. 22. Product Details 1. Open your kit and check for bluetooth devices with your phone. 825 7 2. Find Love Seeds and type your personal password, which is hidden under a sticker found in the leaflet. 3. Sync your gnome and set-up your profile. You can find existing friends on the Love Seeds community by connecting via social media.
  23. 23. Light Interaction Plant needs more/less sun Message/ New Friends Sun The gnome is equipped with LED lights on the hat and cheeks that will light for notifications User is able to customize the “sun” and “message/ new friends” notification colors on the settings page of the Love Seeds App User has a message/ New friend joined the network After checking the notification in the app, the notification light will go off
  24. 24. App Features Fun Facts - Learn about your plant Plant Care- Get tips about plant treatment Friends Feed See what’s new Map - Explore and see who’s around you
  25. 25. Personas Lucy Bob Age: 29 Age: 32 Occupation: Market Manager Occupation: Advertising Executive Needs: To buy a gift for her boyfriend for Lifestyle: Busy work schedule, health conscious, tech Valentine’s Day savvy, has sense of humor. Bob grew up on a farm and misses nature in the city but does not have time to care of a garden.
  26. 26. Scenario Lucy is out shopping and is drawn to the colorful Love Seeds product display. She thinks Love Seeds would be a perfect gift for Bob and buys one...
  27. 27. Scenario It’s Valentine’s Day. Lucy gives Bob his gift. He loves the packaging and can’t wait to open it!
  28. 28. Scenario Curious about what exactly the “log” is, Bob opens the package and discovers the leaflet.
  29. 29. Scenario The instructions are simple and the product set-up is intuitive. Bob is tickled by the gnome fairytale on the back of the leaflet.
  30. 30. Scenario He adds water, as instructed on the leaflet and watches the gnome emerge from the log. He then configures the app with the log using wi-fi.
  31. 31. Secnario
  32. 32. Scenario Horray! Bob is amazed at how much his mint has grown!
  33. 33. Scenario
  34. 34. Scenario Bob gets creative and makes a fabulous tea from his mint plant.
  35. 35. Scenario He wants to brag about his new creation on the Love Seeds community and posts a photo of his tea on the app.
  36. 36. Secnario
  37. 37. Scenario Bob notices the gnome’s cheeks glowing. He got a notification! Curious, Bob rushes to his phone to see what awaits him on the Love Seeds app.
  38. 38. Scenario
  39. 39. Value and Potential Values Promoting new hobbies and extracurricular activities Increasing environmental awareness and strengthening an individual’s connection with nature Potentials Network Growth (spin-off digital experiences) Special editions for Occassions (Christmas, New Years, Valentines Day) In-store demonstrations/activities
  40. 40. All you need is Love!

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