The starting point of this project are the 17 UN Sustainable development goals, of which we were to choose one to focus on. We were already from the beginning leaning towards number 13: climate action, because we had a feeling this is the most urgent one for the world we live in.
We started an extensive business research process. Since we were doing this project as a collaboration between two brands, it was important that we defined a common target group as well as considered the strategy to move forward.
In addition to this Business Model Canvas, our research also consists of a Value proposition canvas, vision, mission and values, competition analysis in form of a positioning map and spidergram, and a initial definition of the target group.
We also conducted qualitative interviews with a focus group as well as crafted specified probe kits for them. We gathered the answers and outputs a week later and made an analysis, all of this to understand our target group better.
At this point in the research we established a change hypothesis and decided on our design drivers.
After getting to know our target group closer, we created a Persona to design for.
Caring and environmentally concerned Eva needs a piece of meaningful jewelry, drawing inspiration from the botanical world but with an edge that fits her Scandinavian style and love for vintage. The jewelry should help remind her to take little sustainable steps every day while at the same time making her feel feminine and beautiful.
At this point in the process it was very clear to us that we needed to choose materials that were sustainable and ethical, and ensured that the jewelry would be long-lasting. This is why we chose to only use recycled silver, high quality 24k gold plating and responsibly sourced sapphires that come with a certificate. It was also about here in the process the our research into sustainability and climate led us to the idea to plant a tree for each piece of jewelry sold.
You can view our whole business research process in detail below.
To discover our design process and how we arrived at the beautiful designs of the final collection, check out the Design section below.