DUCKY
Rebrand
DUCKY
Ducky's research and design process underwent multiple iterations to develop a holistic design system that reflects their commitment to innovation.
Why Keyboards?
You might be wondering how Ducky profits solely from keyboards. The answer lies in the niche market of keyboard enthusiasts. This includes various products such as different keyboard sizes, switch types, keycaps, and customization options. Ducky offers a wide range of products catering to different needs and preferences. Whether you need a compact keyboard for travel or work, or a keypad for coding purposes, Ducky provides versatility to suit individual needs.
Brand Audit
Currently, Ducky offers a variety of items with listed prices in their store. They have a presence at Taiwanese tech conventions and gaming stores, as well as a presence on social media. Their themed packaging differs from their main product packaging. Ducky has built a reputation throughout Taiwan, offering a wide range of products to cater to different needs and preferences.
Packaging Product Category
These are the six selected items that I aimed to redesign for Ducky's packaging for this project.
Trends & Consumer Insight
The current trends in the keyboard market indicate a preference for smaller-sized mechanical keyboards, particularly 60% layouts. Additionally, there's a growing sustainability trend, with an increasing demand for keyboards made from alternative materials like wood, reducing reliance on plastics. Through interviews with six individuals, a common insight emerged regarding these trends.
Interview Insights
After gathering input from the interviews, I categorized the feedback into three main parts: functionality, design, and informativeness. Each category represents specific aspects that were mentioned and specified by the interviewees. The number of mentions indicates how many interviewees emphasized these particular aspects.
Competition Audit
Since Ducky operates more as a keyboard specialist rather than a major gaming company, I developed a competition audit circle diagram to illustrate Ducky's position in the market. The smaller the circle, the closer the competition. I listed these companies from affordable to expensive, comparing them to Ducky's offerings.
Shelf Presence
Ducky lacks a shelf presence in stores, prompting me to investigate the appearance of other gaming companies in local stores' aisles. At Target, there was a small section dedicated to Razer, Logitech, and HyperX. Conversely, Best Buy boasted a vast collection of gaming brands, easily distinguishable by their brand colors against a black backdrop. Logitech had multiple aisles promoting their other product lines such as MX, white, and office equipment.
Packaging Analysis
Currently, Ducky's packaging lacks a cohesive design language and consistency. There's a lack of uniformity across the packaging, making it difficult to discern the purpose of each product at first glance. The logos are inconsistently applied, varying between vector art, photography, and typography, leading to a disjointed appearance. Despite these design challenges, Ducky continues to sell its products.
What Ifs?
In the process of considering why we should rebrand Ducky's design, I began with 50 "what if" statements. These statements serve to highlight areas where the current Ducky design may be lacking and identify aspects to focus on in the new version of Ducky. After categorizing these statements into subjects such as sustainability, customizability, functionality, strategy, and design, several key statements stood out as particularly significant.
Personas
Ducky's demographic includes individuals seeking high-performance keyboards for gaming, coding, creative work, and productivity. These personas provide valuable insights into the diverse needs and preferences of Ducky's target audience, guiding the design process to better cater to their requirements. Three personas were created:
- Alex: Values customizable features and durability for gaming and coding.
- Sarah: Prioritizes comfort, aesthetics, and portability for creative work.
- Emily: Seeks versatility for both productivity and gaming/streaming.
Packaging Forms
In the design process, there's limited flexibility with boxes, but creativity can be explored through form and functionality. I experimented with various ways to open or display the box, including different angles and configurations of panels, moving beyond traditional flat layouts. These explorations allowed for showcasing the design from dynamic perspectives, enhancing visual interest and engagement.
Logo Development
During the logo development process, I categorized Ducky into two components: the icon and the logotype. To capture the essence of a duck in the logo, I examined both the physical form of ducks and mascot representations. Eventually, I explored manipulating the letter "D" to resemble a duck, leaning towards simplicity and a technological aesthetic. This direction aimed to infuse the logo with the recognizable traits of a duck while maintaining a modern and sleek feel.
System Development
To ensure that the packaging is informative, I focused on highlighting the most important details of the product based on insights from interviews and "what if" statements. I experimented with different layouts, considering how to effectively integrate type, images, and the logo. Emphasis was placed on key product details, and I explored various ways to present this information clearly and attractively, using placeholders to refine the overall composition.
System Development
I explored four different directions for Ducky's packaging, considering factors like color scheme, simplicity, and overall feel. However, I found that while these approaches had their merits, they lacked the necessary focus on conveying important product information. This realization prompted a reevaluation of the packaging designs to ensure they effectively communicate key details to consumers.
Graphical Dev PDP
Focusing on the keyboard packaging, I had a breakthrough by utilizing typography as the main design element. This allowed for detailed information to be effectively conveyed. I began exploring how to layout the text alongside line art, considering factors like cropping, logo placement, and functional overlap. Additionally, I started experimenting with layouts for the back of the box to ensure a cohesive and informative design.
Keyboard Iteration PDP
Upon reviewing this iteration of the design, it closely aligned with our vision for laying out the information, with the logo prominently featured followed by the product name and other details. This approach was also applied to the back side of the box, ensuring consistency and clarity in presenting key information.
System PDP
With the initial box design for the keyboard nearing our desired layout, we began extending this design approach to other products. We maintained the same hierarchy and system to ensure consistency across the packaging lineup. Line art was used consistently throughout the packaging to create a cohesive visual identity for the brand.
Color Mood Board
With the design system established, the next phase involved creating color palette mood boards. Three distinct boards were developed:
- Tech Fusion: Incorporating metallic tones and neutrals to evoke a modern and futuristic vibe.
- Minimalistic Serenity: Featuring minimalistic colors with a pop of brightness to convey simplicity and calmness.
- Neon Nightscape: Drawing inspiration from the vibrant nightlife of Taiwan and gaming RGB aesthetics for a bold and energetic look.
Color Iterations
Based on the mood boards, I implemented the selected colors onto the packaging designs. I opted for an off-white base with bright orange accents, steering clear of the prevalent black often seen in the gaming industry. These color variations not only provided visual interest but also offered flexibility for potential themed packaging or collaborations in the future.
Final PDP
This final front product display exhibits consistent hierarchy across all chosen products, ensuring uniform information display. Additionally, it showcases the selected color scheme for the packaging.
Spatial Design
In exploring spatial design, I sketched various iterations of trade show layouts and aisle arrangements for Ducky. Drawing inspiration from the packaging forms, I ensured cohesion by incorporating consistent design elements and colors throughout the spatial design.
This space would serve as an interactive showcase for Ducky's keyboard products, allowing visitors to test out the keyboards and experience their different sizes firsthand.
Physical Mockup Process
Translating packaging designs into physical boxes presented several challenges. Iterations were necessary to ensure correct dimensions for proper closure and orientation of information. The most difficult aspect was accommodating keycaps and keyboards within their designated spaces, as they didn't fit properly at first.
I gained experience in organizing information for branding posters and learned how to effectively apply them to packaging designs.
Brand Posters
These posters encompassed Ducky's branding elements, including mockups, website snapshots, and app interfaces, providing a comprehensive overview of the brand's identity.
Special Thanks:
Instructor - Gerardo Herrera
Interviewees - Christopher, Kevin, Maximilian, Madelynn, Jack "savageastr0naut", Jeff