SWATI PRIYA_1981_FC_GRADUATION PROJECT DOCUMENT

GRADUATION PROJECT

BRAND DEVELOPMENT AND BRAND DESIGN

SWATI PRIYA
BD/16/1981

Department of Fashion Communication
(2016-2020)

National Institute of Fashion Technology
Patna-800001



Graduation Project
Brand development and Brand Design

in
Poncho Hospitality pvt. ltd. (BOX8)

Submitted by -

Swati Priya
BD/16/1981

IN PARTIAL FULFILLMENT OF THE GRADUATION DEGREE
BACHELOR OF DESIGN- FASHION COMMUNICATION
Submitted to-
Mrs. Rashmi Thakur
Assistant Professor, FC

Department of Fashion Design (FC)
National Institute of Fashion Technology (NIFT)

Mithapur Farms,
Patna, PIN - 800001
Ph. (0612) 2340032, 2366833/4
Fax: (0612) 2366835
Web: www.nift.ac.in



This world will carry on,
busy and rushed as ever
and you may gather questions
that have no easy answers
but may never loose your wonder
and the fire that burns deep;
to walk through crowded streets
and observe the most beautiful and
seemingly insignificant things.

- Morgan Harper Nicholas

Internship Place- Mumbai
In Poncho Hospitality pvt. ltd. (BOX8)

From - 6th Jan to 25th April

Published in the year 2019.
Copyright © NIFT Patna

All rights reserved

This document is submitted to NIFT Patna
as a part of graduation project carried out
by the student under the guidance of
industry and faculty mentor.

Reproduction and distribution of this
document in any form or any means,
without permission of the Institute is
strictly prohibited.

Industry Mentor
Mr. Palash Anchilya
Brand Designer
Email: [email protected]

Faculty Mentor
Mr.s Rashmi Thakur
Email: [email protected]

Edited and designed by: Swati Priya
Email: [email protected]





DECLARATION

The work presented in this document is authentic and original and is the outcome
of the Industry Internship done by me at Poncho Hospitality pvt. ltd. (BOX8)
(Mumbai)
No portion of this work has been submitted for another degree or qualification to
this institute or any other university or other institute of learning.
I also declare that the content of document is the product of my own work except
to the extent that assistance from others in the project design and conception or
in style, presentation and linguistic expression is acknowledged.

Student’s Name & Signature with date:
Department of Fashion Communication,
National Institute of Fashion Technology,
Patna- 800001







CERTIFICATE

This is to certify that this Industry Internship document is a record of the work done
by the student Swati Priya (BD/16/1981) as a regular student for the degree of B.Des
Fashion Communication during the period of 6th January, 2020 to 26st April, 2020
which represents as independent work and does not form the base of any previous work.

Place-Patna
Date-

Under the Guidence of

Mentor-
Mrs. Rashmi Thakur

Asst. Professor
Department of Fashion Communication

Jury Members Jury Members Jury Members

Preface

A beginning to the ioumey as a Creative Design Intern pursuing the degree
tram Fashion Communication definitely involves interesting ways of
welcoming the new learning opportunities. These Opportunities are laid
beautifully in the experience at Industry Internship that incorporates a lot
of motivation and dedication towards acquisition of knowledge, research
analysis to understand the relationship between the consumer and the market
and then, producing the valuable output by allowing the industrial process and
professional aesthetics.
At the outset, this document is a compilation of the work done at Poncho
Hospitality pvt. ltd. (BOX8) arranged by NIFT PATNA. The document firmly
focuses on the type of work learned and executed during the time period
of industry internship at 8 consecutive weeks. It speaks about the creative
servicesprovided the company to the target clients, the platform for the
advertisements is constructed. From thorough research to manipulation,
framing of scripts, format and layouts of the collaterals, and final execution;
the process of working at a professional company has been well accounted.
The internship has also given the knowledge regarding the understanding as
how the conceptualization is done in terms of price, place, promotion and
product. This volume has been prepared mainly as a base for creatives in art
but, anyone who wants to have a general view of an advertising company and
its working style can get the benefit from this document. It must be noted
that all the information provided here are within the time frame and work
experience of 16 consecutive weeks.

14

Acknowledgment

The internship opportunity I had with Poncho Hospitality pvt. ltd. (BOX8) was a
great chance for learning and professional development. Therefore, I consider
myself as a lucky person as I was provided with an opportunity to be part of it.
I am also grateful for getting a chance to meet so many wonderful people and
professionals who led me though this internship period.

Bearing in mind previous, I am using this opportunity to express my deepest
gratitude and special thanks to Mr. Palash Anchliya (Brand Manager, Poncho
Hospitality pvt. ltd. (BOX8, Mumbai), Ms. Harsha Biyani (Marketing head) who
selected and gave me opportunity to work with the organisation for 16 weeks.
I would also like to thank . I express my deepest thanks to all my seniors
and colleague with all the marketing team members for taking part in useful
decision & giving necessary advice and guidance and arranging all facilities to
make my stay ease. I choose this moment to acknowledge their contribution
gratefully.

I would also like to mention the most important people, my faculties and
mentors of college: Mr. Deep Sagar Verma (Assistant professor and Centre
Coordinator, Fashion Communication, NIFT- Patna) Mr. Kumar Vikas
(Assistant professor, NIFT-Patna) and Mrs. Rashmi Thakur (Assistant
professor, NIFT-Patna) who supported and provided me with the correct
guidance for reaching to this level.

Finally, thanks to my family members who supported me at the every level
and were there by my side throughout. I perceive as this opportunity as a
big milestone in my career development. I will strive to use gained skills
and knowledge in the best possible way, and I will continue to work on their
improvement, in order to achieve desired career objective. Hope to continue
co-operation with all of you in the future.

Sincerely,
Swati Priya
Fashion Communication (2016-2020)
NIFT

15

Contents AABObUoTuTtHtEhCeOcMoPmANpYany
From an idea to suc
Organisational struc
Work flow process
Project brief
Basic guidelines
Merchandise
Customer relationsh
management
DigAiBtOaUlTaTdHEvCeOrMtiPsAeNYmen
SocOFRRiaOGMAl NMAINSAeITDdIEOiANaTAOpL SSoUTsCRUCtsECSTSU
DesPWRsOOReJKErCFtLTpOBWaRIcPERFkOaCgESinS g
PorBtAiSoICnGinUIgDELcINhEaSrt
ItmCMiUnESRaTCOnHMAbENRDirIRSyEEaLAnTiIONSHIP
CoDSnOIcGCIlTIuAALsLMAioEDDVnIEARPTOISSETMSENT

DESSERT PACKAGING
PORTIONING CHART
ITMINAN BIRYANI
CONCLUSION

16

ccess
cture

hip
nt

S
URE

MANAGEMENT

17

India’s
Most Loved

Desi Food
Chain!

Four Cities
(i.e Gurgaon,
Mumbai, Pune
and Bangalore)

150+
Outlets
22,000+ meals
every day

18

ABOUT THE COMPANY

Poncho Hospitality Poncho Hospitality Private Limited is an on-demand food
pvt. ltd. has two delivery company. The company operates a chain of outlets
subbrands under that offer all-in-one meal boxes consisting of Indian meals,
convenient to eat anytime, anywhere. It allows customers
it i.e. MOJO Pizza to order meals through its mobile apps. The company was
and BOX8. Both the founded in 2011 and is based in Mumbai, India.
brands standalone They say, “There is no love sincerer than the love for food”.
For them, there is no love sincerer than the love for DESI
in the market with FOOD! At BOX8, they serve us their best food with a unique
their individual Desi twist. Their one simple mantra:
identities and “We only serve food, that we love to eat.”
Founded in 2012 by two IIT graduates - Anshul Gupta &
marketing strategies. Amit Raj - BOX8 started as a small outlet in a corporate
Customers fall in cafeteria. The idea was to serve Irresistible Desi Meals in a
the age bracket of convenient, easy-to-carry box. Today, we serve over 22,000+
meals every day across our 100+ outlets in Mumbai, Pune,
20-45 years old and Bangalore, & Gurgaon!
are mostly mobile Their 3 pillars of desi taste, tech, and logistics define their
customer who are goal to provide a delightful end-to-end experience every single
time. Complete control over all aspects of food delivery -
studying or working. food quality, taste, tec hnology, & delivery - allows them to
provide us with a world-class food ordering experience!
We’re spoilt for choices with their unique Fusion Boxes, All in-
1 meals, Desi Openers, Steak Meals, Salads, Paratha
Wraps, Sandwiches, Curries, Biryanis, Desserts, & Natural
Ice-creams. They have a wide range of hand-picked,
chef-crafted options with a desi mix in anything you pick!
Superfast Delivery is their forte!
They deliver piping hot meals in under 38 mins. with no delivery
charges. Also they deliver late at nights till 1 A.M.

Another brand of Poncho Hospitality Private Limited is MOJO
PIZZA - Only after visiting a lot of places and discussing with
more pizza lovers did we realize that what had been haunting
us for long was ‘lack of toppings’ in a pizza. True flavour of
pizza lies in its delicious toppings and there is no bigger crime
than holding back to pings from a Pizza! We tried searching
for reason but it led us nowhere. But we wanted more of those
lovely toppings in our pizza. So, we decided to take it upon
ourselves to create what we want the way it is supposed to
be. We spoke to some of the best Pizza chefs around, sourced
the highest quality ingredients from different places round the
country, and after months of research, and then innumerable
trials, were we able to craft a Pizza that we would love to eat.
And we called it MOJO.

19

FROM AN IDEA TO SUCCESS

“Its standardisation Indian food, not counting ‘vada pav’, typically is not
of processes on-the-go staple. Served in platters or on banana
leaves, lunches and dinners can be elaborate
makes scaling sitdown affairs. Spotting an opportunity, IIT
up easy: starting graduates Anshul Gupta and Amit Raj launched
with real estate, Box8 in 2013 for the twain to meet.
The idea was to present Indian meals in an easy-
technology and to-consume fashion as they are not really finger-
efficient back-end friendly. You can’t really eat Indian food on your
desk,” said CEO Raj, 29, who earlier ran Mexican
supply chain”. food stalls at tech parks in Mumbai.
The company puts together popular Indian dishes
in a single box so they can be consumed as easily
as most continental cuisines – with a spoon or fork
irrespective of whether it is roti or rice. It achieves
this by layering or portioning curry, chutney and
vegetables into bitesized helpings in a way as to
not compromise texture or taste. This allows them
enough room to experiment with chole tikki, paneer
makhni and other elaborate foods.
Box8 delivers 2,000 orders a day, about 80% of
which are from repeat customers, an important
metric for on-demand companies. It has
competitors at various levels: Dazo and Swiggy
deliver from restaurants or local chefs, while
SpoonJoy and Nutritown prepare food at their own
or networked kitchens, but rely on subscriptions.
Box8 operates through the entire chain. A chicken
tikka’s journey starts from any of the vendors the
company has tied up with. The food is prepared
and cooked at one of Box8’s kitchens, and people
posted at its 22 outlets prepare the salad a few
minutes before the entire package is boxed. “Lots
of players focus on certain pieces in the online
restaurant space.

20

ORGANISATIONAL STRUCTURE

“Box8 started in Poncho Hospitality Private Limited is an Indian
a rented room Non-Government Company. It’s a private
with just two company and is classified as ‘company
limited by share’. Box8 was started by Indian
people,after 5 years Institute of Technology- Kharagpur alumnus
box8 have 1700+ Amit Raj and Indian Institute of Technology-
delivery personal. Bombay alumnus Anshul Gupta as Poncho,
100+ outlets a quick service restaurant for Mexican food,
delivering food in July2012. In January 2014, the company
across Mumbai, changed its menu to Indian food and
Bangalore,Pune, rebranded itself Box8. Box8 is from IITKGP
and Anshul is a chemical engineer from IIT
and Gurugram.Now Bombay. Besides the core team, the support
it has arround 500 staff, including delivery boys, store staff,
employees. kitchen, sales,procurement and area managers,
number around 500people. Box8 team is highly
motivated and many staff members have been
working with them since the beginning.Box8
has been very measured in their marketing
expense, and has mostly done local onground
marketing to spread the word. Pamphlet
insertion in newspapers, SMS and local
merchant tieups has been their preferred
routes so far. Major areas of investment for
Box8 have been outlets, technology and the
way they package their food. Box8 has apps on
both iOS and Android stores. They also have
a callcentre which receives upwards of 1000
calls in a day. An innovation they did in the call-
centre was the call forwarding facility.

21

WORK FLOW PROCESS

BRIEF IDEATION

The brief is given how
the company wants
the promotion and how
much they are ready
to invest, promote the

product.

The next step is to create DESIGN GRAPHICS Style Guides are the ST
designs which mimics a building blocks of
live design outcome of the
future product. We show design.
the designs in the mockup Having a consistent
so that it is easy to have a
look at the final outcome, design language
and after the approval, we throught the whole
move to the next stage. process helps the user
to relate more to the

idea.

TRANSFER TESTING

We hand over the designs
created to web uploaders
who uploads the content

as per the mentioned
timeline.They keep

updating the posts, and if
there is any corrections to

be done they inform us.

22

All great designs began RESEARCH
as ideas. If you dont know
where to start,just jot down Keeping an eye on all the
the keypoints and problems innovations in the world of
design is the guarantee of your
or touchpoints that you amazing content and increases
want to target. social reach. Detailed data study
finds appropriate methods you
need to build each new project.

TYLE GUIDE The drafts are created WORK - FLOW
in rough and then

digital formats which
are sent for approval.
Once the design and

idea is
selected more
variations are made
according to the
requirements.

In website/app it’s a good PUBLISH Your designs are
idea to test early and ready to be published.
often. They are set to go and
The uploader test the
helps in imcreasing
graphics in an usual time the social reach and
when customers wont helps in increasing the
sales of the targeted
look at the website/app to products as well as
check if all the size, quality
is fine.Then if there’s some other products.

error its been fixed the
other day and its ready to

launch.

23

PROJECT BRIEF

Starting with defining what visual look the complete
brand will look like, I have worked on web banners, app

banners, campaigns, promotions.
The idea is to match the overall look of the brand on all

platforms like website, app, social media handles.
Research

What problems should I solve?
Existing graphics do not match on all platforms
Social media isn’t following all the updated trends

Design Principles not defined
To cover the basic branding elements like

color pallete , fonts , logo etc.
To extend the visual branding of the brand

through social media.
To establish a brand identity with the help
of branding, graphic design, packaging etc.
To help brands develop marketing personas.

24

BASIC GUIDELINES
Box8

#D72429 #EFEFEF

Primary Font Primary Font

LEAGUE SPARTAN ARBORIA

AaBbCcDdEeFfGgHhIiJjKkLlMmNn AaBbCcDdEeFfGgHhIiJjKkLlMmNn

OoPpQqRrSsTtUuVvWwXYxyZz OoPpQqRrSsTtUuVvWwXYxyZz

1234567890 1234567890
!@#$%^&*(){};:”?/ !@#$%^&*(){};:”?/

MOJO PIZZA

#F37920 #FDE000 #44B4A3 #0B182D #FCF8E8

Primary Font Primary Font

A LOVE OF THUNDER ROBOTO

AaBbCcDdEeFfGgHhIiJjKkLlMmNn AaBbCcDdEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXYxyZz OoPpQqRrSsTtUuVvWwXYxyZz

1234567890 1234567890
!@#$%^&*(){};:”?/ !@#$%^&*(){};:”?/

25

MERCHANDISE

POPSOCKET

PopSockets are small plastic contraptions that “pop” onto the back of your phone.They are
made of three parts: a decorative disc, a flexible, accordion-like stem, and a circular base
that sticks on your phone. Pop sockets are very small but they deliver the message very
clearly. Bestthing about Pop sockets are that they’re cheap, popular among celebs,have a
funny name, and come in a wide range of colours and shapes When it comes to marketing,
we’d argue that nothing could compete
with the backside of the phone. Here’s why an average person engages in 8000+ public
phone call and text messages over an year. That’s a lot of impressions. The pop sockets
are usual printed for 5-6 when ordering in bulk. It can be printed in two ways, vinyl print and
Digital printing. Digital printing is more feasible.

BRIEF GIVEN:- The design of the product should be customer attractive. Keeping in mind
the brand guidelines i.e. logo,colour pallette, and also the language of the brand which is
classic country and the target market is mostly the working class. Objective was to create
a marketing tool for Box8 to attract more customers to the brand. Customers engages with
the brand if they are doing something trending. Binge watching your favourite show? On
a never ending phone call? Got selfie anxiety? All those concerns are in the past and now
with cool foody quotes introducing pop sockets for Box8 as a marketing tool. Pop sockets
are set to be the next biggest trend. Box8 gives away various types of souvenirs to the
customers along with their meal like umbrellas in mo soon, mugs. It is a great marketing
strategy to attract more customers. This is a type of two way communication between the
customers and the brand. The customer will click a picture with it and post about it on the
internet. This will lead to a lot of engagement amongst the people about the brand. It also
generates buzz and new followers to the Instagram account.

PRINTING AND VARIATION - A printing technique wherein plates of your design are
created in four colors (CMYK). These plates are then run through a large, industrial printer.
Offset printing has high setup costs (i.e. the plates need to be created), but in large volumes
(usually over 1,000 or so pieces) it is more economical. For instance one fusion box take an
area of 9’x18’. Specific customised sheets are used so as to reduce wastage. the wastage
cost becomes really low if we use customised paper size to put in the machine. The GSM
of the paper is 263 and has a grey back which is comparatively cheaper than the white
paper back.
Current rate of a Fusion Box is around Rs 6 - Rs7 with the printing whereas which is a
little bigger in size costs up-toRs7- Rs8.Total number of boxes that gets printed at once is
1,00,000. Utilising the paper in such a way that there is very low wastage. standard sheet
roll will take 150 sheets to get 1,00,000 boxes printed whereas the boxes an be printed in
110 sheets easily if we use customised paper size roll.

26

PREVIOUSLY USEDPOPSOCKET

27

#D72329 #EFEFEF

Fonts Used- League Spartan Bold
Devnagari

28

Bleed Area - 1.7” x 1.7”
Full color Imprint Area - 1.53” x 1.53”
Type Safe Area - 1.3” x 1.3”

29

30

31

COFFEE MUG

BRIEF-
To redesign the coffee mug with keeping the red and grey as basic colors
no illustrations should be used.
Text design should be played with.
It should connect to the audience.
It should have the desi touch.

Old Coffee Mug Design

32

DIALOGUES TO BE USED

1. Tumhaarey paas gaadi hai, bangla hai, bank balance hai……par mere paas Sitaram Diwanchand
ka bhatura hai.

2. Basanti…..in kutton ko idly vada mat khilana
3. Ek baar food ki commitment kar di to main diet ki bhi nahi sunta
4. Beta soya bean rehne do. Tumse chicken wala taste naa ho payega.
5. Ek baat main samajh gaya hoon, khana aur accha khana aapko kahi bhi le ja sakta hai
6. Mere paas burger hai….pizza hai….sandwich hai…..tumhare pass kya hai…..mere paas kee (maa)

hai!
7. Jaani yeh mooli ke paraanthe hain, koi bachon ke khaane ki cheez nahi , zyada khaao toh…..nikal

jaata hai!
8. Thappad se darr nahi lagta saab, bhookh se darr lagta hai!
9. Rishte mein to hum omlette ke baap lagte hain….naam hai butter chicken.
10. When waiter brings ur order and you ask in Sholay style…..kya laye ho dholiya and he says Butter

Chicken laya hoon sahab.
11. Kaun kambakht pet bharne ke liye khata hai…..hum toh khate hai ki yahan par biwi ke khaane ko

bhool sake
12. Desserts abhi baaki hai mere dost.
13. Chicken butter chicken hota hai lemon chicken hota hai, boneless chicken hota hai…..aur jab woh

kuch nahi hota, toh bhi chicken hota hai….
14. Babuji ne kaha paratha chhod do…sab ne kaha oily food chod do….paro ne kaha junk food chhod

do…..aaj tumne keh diya curryhaus chod do…..ek din aayega jab woh kahenge, khana hi chhod
do…..
15. Crime master gogo hoon, aaya hoon toh kuch khaake peeke jaaonga
16. Khane ki kimat tum kya jano Ramesh babu…..har foodie ka khwab hota hai achha khana
17. Restra sirf teen cheezo ke wajah se chalta hai…..food, food aur food
18. ” Hunger master bhookho naam hai mera! Chicken kha ke botiyon se khelta hoon main!
19. I am just hungry common man waiting for food on my plate
20. Joh main khati hoon woh main bahut khati hoon ….joh main nahi khati woh main definitely try
karti hoon
21. When i win, food freaks coming….Pranksters coming, food trucks going crazy….And me in the
restaurant food ordering and tasting and tasting and tasting and tasting.
22. Tasty curry khuli tijori ki tarah hoti hai, use Gurgaon ki badnaam galiyon mein akele nai ghoomna
chahiye
23. Dietician kehta hai aloo chor do, pati kehta hai ghee chor do, dil karta hai main in sab ko chor du
aur food se rishta jod lu
24. Yeh dhai kilo ki raan jab tandoori ho ke nikalti hai, toh aadmi uth ta nahi, kha ke dhair ho jaata hai
25. Ye kambakht duniya kehti hai curry chodo or boti pe dhyaan do…. inhe kya pata jo swaad curry
deti hai woh boti mein kaha.

33

34

35

OFFICE NOTEBOOK

Notebook is one of the main elements of the stationary. And being a creative space it is
essential to note down the ideas and plan out the things with a rough sketch because that
is how the foundation of a design is done.
The idea here was to design a new front cover of the notebook which was to be used by the
employees of the office.
Brief given - As per the previous design of the notebook , there should not be very much
chanes in the new design. The colors need to be the ones of the brand that is red and grey.
The tints and shades of it could be used. As per the change in guidelines, the design needs
to be simple and crisp. Motivating quotes te used in order to boost up the confidence.
There could be varions with the style of arrangement of text and colors.
My take - I studied the previous design of the notebook and tried to do something similar to
it. I researched about the quotes which could be used and some of the design styles. The
final variations made are very simple and crisp.

PREVIOUS DESIGN

36

DESIGN INSPIRATIONS

37

38

39

OFFICE ORGANISER

BRIEF GIVEN:- The design of the product should be customer attractive. Keeping in mind
the brand guidelines i.e. logo,colour pallette, and also the language of the brand which is
classic country and the target market is mostly the working class. Objective was to create
a marketing tool for Box8 to attract more customers to the brand. Customers engages with
the brand if they are doing something trending. It is a great marketing strategy to attract
more customers. This is a type of two way communication between the customers and the
brand. The customer will click a picture with it and post about it on the internet. This will
lead to a lot of engagement amongst the people about the brand. It also generates buzz
and new followers to the Instagram account.

BRIEF-
To design a office oganiser for the brand to fulfill the
basic requirements of the employee.
It should have all the basic slots needed by and
employee to keep his desk organised
It should tale up less space
Should be minimal and functional.

The refewencedesigns were re-
searched keeping in mind the brief
given and functionality required by the
employees.

40

DESIGN EXAMPLES

41

FORM EXPLORATION

42

43

DIMENSIONS AND Height - 5cm
SPACE DISTRIBUTION
OF OFFICE ORGANISER
DESIGN -1

Length - 40 cm

Width - 10 cm

44

Other stationary Space to keeo
items’s slot sticky notes,
eraser, sharpner

Slot to keep
diary, notebook,
documnets etc.

Coffee Mug Holder

Digital Clock

Pen holder

Mobile
Phone holder

Pencil etc
accessories
holder

45

46

47

DIMENSIONS AND SPACE DISTRIBUTION OF

OFFICE ORGANISER

DESIGN -2

6 cm Width - 10 cm

5 cm

Depth - 0.5 cm

4.5 cm

Height -2cm 3 cm

Length- 30cm

48

Space to keeo Digital Clock
sticky notes, Pencil etc
eraser, sharpner accessories
holder
Slot to keep
diary, notebook,
documnets etc.

Pen holder
Coffee Mug Holder

Mobile
Phone holder

49

50