At Ease

Brand design, 3D design

The mission

Pick a film and package a product that solves a problem or fulfills a need for the characters in it.

The film choice

I decided to commit to First Blood, as the character of Rambo had great potential to create a distinctive brand identity and unique product for.

Character insights

Rambo is a character who suffers from PTSD.
He Struggles to adjust to civilian life.
He is prone to violent panic attacks.
Military style resonates with him.

The solution

At Ease is a rugged relaxation headband, which monitors Rambo's brainwaves to shut down panic attacks and violent outbursts. Along with combatting his PTSD long term. With biodegradable packaging inspired by army crate styles.

JKR Shortlists:

Touchpoints

Typography

Initial stages

Products to help Rambo were all centred around combatting panic attacks and his long-term PTSD. Finding a product or service he would resonate with and constantly use was challenging, as he acted as a bit of a nomad.

The headband

I identified Rambo’s headband as an iconic symbol to work off and started investigating if relaxation would be woven into that.

My starting ideas were focused on a metal headband, as they’re the most common. However, I investigated Rambo’s character further throughout the films and found he was often off grid, so fabric seemed more reliable.

The brand

Creating a logo which resonated with Rambo was tricky. I initially experimented with wellness inspired logos but found they didn’t fit his character. From investigating military rank patches and combining that with variations of the letters A and E, for At Ease, I arrived at an initial conclusion.

Development

Upon reflection and feedback, the logo and the type didn’t work well together, as one was angled and the other ridged. So, I decided to keep things simple use the type on its own.

Packaging

Figuring out what packaging would be suitable for the headband was daunting, as there are so many options. So, I consulted some existing examples for inspiration. From these I started to ideate forms of packaging.

These versions were a good starting point; however I needed to slim it down and implement the new brand guidelines I had decided on. I settled for biodegradable packaging which the headband could fold into, along with including elements from military crate designs.

Summary

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