OFF GRID
Course
Product semiotics
Duration
3,5 weeks
Project by Ludvig Karlsson, August Eriksson, Fanny Pettersson & Felicia Tjus
Year
2022
Semester
4th
Brief - Develop a brand and campaign concept to change behavior related to a chosen social or cultural norm.
Our project tackles a common issue: excessive phone use among young adults. Those constant notifications can be really distracting, and the pressure to always be available can make it tough to be present in the moment. This project's goal is to alter this behavior by encouraging young people to step out of their comfort zones. We want to make real-life socializing more appealing and accessible, helping them find a healthier balance between digital and face-to-face interactions.
Our aim is to promote social gatherings in bars by encouraging people to put away their phones and focus on enjoying time with friends. The campaign also seeks to encourage new relationships, sparking fresh and engaging conversations.
Collaboration - Choosing a bar for our project aimed at young adults, we envisioned partnering with Norrlands Guld, a Swedish beer brand aligned with our Off Grid concept. Their ads tackle excessive phone use like the campaign "Motrörelsen" suggests that beer can help with the folk-illness of "mobilnacke" (a sore neck from excessive phone use).
Logo - The logo, featuring a hand dropping a phone into a beer glass, encouraging people to drop their phone and engage with in-person socializing.
Our analog campaign uses posters and coasters to spread the no-phone message. Pick up these souvenirs in town or at the bar for a reminder to stay off your phone, even at home. The coaster doubles as the bar's business card, featuring essential information and a map on the back.
Nudge-friendly tables around town, offering alcohol-free or light beer during spring and summer, would create a unique social space to spark conversations about phone use.
Nudging device - To discourage guests from using their phones, we've introduced a nudge in the form of a table at the bar. This table resembles a school bench and has a box in the middle, where phones are placed upon arrival. If someone wants to retrieve their phone later, it's a bit of a process, as it requires lifting the lid, making it a group decision. This setup creates both a social and physical barrier to phone use.
These tables are arranged in a row to create one long table where multiple groups can sit next to each other, encouraging social interaction. The tables are primarily made of pine with a minimalistic design. We intentionally kept the hinges visible on the tabletop to not only reveal the box but also because it complements the overall concept.
The Off Grid x Norrlands concept bar has a youthful and modern visual style designed for the target audience. The bar aims for a casual and spontaneous feeling. The materials used are intentionally unfinished, with minimal details or decorations.
