Zincy Shale's Portfolio

Branding & Identity

About Simply Better

Tata Simply Better stands out in authenticity, with its plant-based options capturing the true essence of Indian flavors. The taste is backed by numbers—customer satisfaction and positive reviews show it's a favorite in providing genuine culinary experiences.

Objective

The goal of creating a brand and identity for these vegan meat products is to design a visually engaging representation that effectively conveys your brand's values, mission, and distinctive selling points to your desired audience.

Year

2023

About the project

This project was developed in the Research Methods studio, where research is treated as both a generative and evaluative design practice. Using mixed methods field observation, contextual inquiry, interviews, and diary studies I investigated how digital systems and physical infrastructure intersect in real-world public transportation experiences.

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Yellow

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Research Plan & Methods

To understand the complexity of night commuting, I applied a mixed-method research approach:

Method Reflection

I informally evaluated each method based on the type and depth of insight it generated. Interviews stood out for emotional depth, contextual inquiry clarified real-time behavior, observations revealed environmental factors, and diary studies captured patterns over time. This reflection helped me understand which methods were most effective and how they complemented one another.

Key Insights

Across interviews and observations, a recurring theme emerged: night commuters carry both fatigue and alertness. They are tired from long shifts, yet hyper-aware of their surroundings.