"Chonky” is an enigmatic series of blind boxes featuring meticulously crafted 3D-printed and hand-painted vignettes. This collection captures the whimsical essence of Ann Arbor's squirrels as they partake in enchanting winter activities.
CHONKY
DURATION: 1 Month
TOOLS: Ilustrator | Nomad | Procreate | Chitubox
ROLE: End-to-end delivery
TASK: To create a collection catered towards the University of Michigan student population.
OUTCOME: The project captured a lot of the Ann Arbor local community’s attention, generating many inquiries regarding product purchases, and showcased on UMstamps Instagram and selected for 2024 Undergraduate Juried Exhibition.
Project Description
A "blind box" in this context refers to an assortment of carefully curated items, packaged in a manner that maintains an element of surprise for the recipient. The blind box concept, as envisioned here, comprises four distinct components.
Blind Box Display: An elegant brown stand, prominently featuring the Chonky logo, serves as the platform for showcasing all the mystery boxes, akin to traditional in-store displays.
3D Printed Creatures: Each squirrel in the collection is meticulously 3D modeled and printed, featuring unique narratives such as enjoying hot cocoa or building a snowman. This individuality within the collection adds to its charm and appeal.
Designed Packaging: A carefully designed rectangular box provides a harmonious and visually appealing enclosure for the charming squirrel figurines. The process involves both digital creation and physical printing and assembly.
Name Cards: Each mystery box includes a small name card that informs consumers about the squirrel's distinctive name, such as "Frosty Chonky."
How did the story begin
I realized that I needed to plan something related to the University of Michigan to capture the students' attention, given the strong school pride that permeated the campus.
I love Ann Arbor squirrels and many students at the University of Michigan share the same passion for these furry little creatures. So, I was like why don’t I make squirrels the main focus of this project. In particular, I loved this one photo that I took of this squirrel that truly inspired the entire collection.
Why Blind boxes? I personally enjoy buying them. The thrill, excitement, and pure joy when you get a character design that you want is unexplainable and I wish that everyone gets to experience that.
Research
Why do people buy blind boxes -Understanding the psychology behind the purchases
Blind box leverages consumers' desire for surprise, pleasure, and delight in their shopping experiences. The study underlines the interplay between hedonic benefits, risk, and suspense in the context of blind box purchases.
I read a study Journal of Retailing and Consumer Services that answers my why blind box in a more logical way.
Hedonic Benefits: Consumers are often pleasure-driven, and they seek enjoyment and pleasure in their consumption experiences. Retail brands use the blind box strategy to provide hedonic benefits to consumers, such as entertainment, emotional arousal, and fantasy. This element of surprise and delight is a significant factor that attracts consumers to purchase blind boxes.
Perceived Risk: When consumers buy blind boxes, they face uncertainty about the content's quality and performance, as the product's identity is unknown. This uncertainty creates perceived risk. The study finds that perceived risk has a negative influence on consumer decisions to purchase blind boxes.
Risk Propensity: Risk propensity, which is an individual's inclination to take risks, moderates the relationship between hedonic benefits and perceived risk. In other words, individuals with a higher risk propensity may be more willing to overlook the perceived risk associated with blind box purchases, making them more likely to buy these products.
Customer Delight: The study highlights the role of customer delight, which is an emotion composed of joy, exhilaration, thrill, or exuberance, in mediating the relationship between hedonic benefits, perceived risk, and brand evangelism. When consumers experience delight from their blind box purchases, it leads to a more positive perception of the brand and a willingness to advocate for it.
Brand Evangelism: Brand evangelism refers to consumers actively and fervently spreading positive opinions about a brand and trying to persuade others to engage with the same brand. The study shows that customer delight stimulates brand evangelism, indicating that a positive and delightful experience with blind boxes can turn consumers into brand advocates.
Understanding the market -Exploring what makes existing blind boxes successful
Attributed to their unique combination of affordability, surprise, community building, and emotional support, making them a beloved and cherished collectible for many young adults.
I researched what makes blind box collections like Sony’s Angels so successful. According to Nylon:
Mystery and Surprise: The dolls come in blind-box packaging, which means you don't know which specific doll you'll get until you open it. This element of surprise and mystery adds excitement to collecting them. Collectors find it engaging to open a box and discover which Sonny Angel.
Affordable Price: Priced at around $10 each, Sonny Angel dolls are affordable, making them accessible to a wide range of people, especially young adults who may be on a budget. This affordability makes it easier for people to start their collection.
Themed Collections: This variety of themes allows collectors to build a diverse and interesting collection, catering to various personal preferences.
Community Building: Sonny Angel has a dedicated online community of collectors who share their passion on platforms like Instagram and TikTok. These platforms allow enthusiasts to connect, trade, and share their collections with others who have similar interests.
Emotional Support and Escapism: For many young people, these dolls provide a sense of comfort and escape from the stresses of young adulthood. They offer a way to "escape the mundane" and reconnect with their inner child.
Learning how to make 3D objects
I watched and relied on a lot of videos to self-learn how to make 3D objects.
This includes Nomad Sculpt Basics: Exporting for 3d Print By Serpent Eclipse Reptiles/ Nomad Sculpt Full Tutorial: Pixie Cat By Dave Reed/ Packaging Design ProTips with Tanya Kar. In particular, Tanya discussed font sizes, brand identity, and psychology behind color choices.
Brainstorming & Sketching
1. How do we capture Ann Arbor in these squirrels
I took a lot of photos of the squirrels on campus as a reference. I brainstormed a bunch of different squirrel figures.
Feedback: I asked people which one they think best represents Ann Arbor, and the top vote is:
A Santa Ono squirrel
Squirrel building a snowman
Squirrel with hot chocolate
Squirrel in the blue bin that all freshmen use to move into their dorms
Squirrel looking at their computer
Squirrel with backpack
"The computer squirrel reminds me of people in the Fishbowl (A popular U of M study spot,) I'm low-key starring at my computer all day. So relatable"
“I love the blue bin one, I remember moving into Bursley with that"
“The iconic glasses and tie for Santa Ono”
3D Design
Using the feedback from the sketches, I started designing the prototypes.
The first try wasn’t the best, the form was not what I envisioned.
After hours of editing the first form, I landed on this base model.
Using the base models, I created different versions of it from the sketches. During this stage, it became evident that several characters required hands for grasping objects. Consequently, I modified the core model to incorporate hands and also diversified the character sizes to enhance their design variety.
Material Testing
Using the models from the 3D designs, I test-printed the models.
The filament in my project didn't meet my expectations, lacking the desired level of detail and challenging to detach from the bottom. I attempted to improve its quality by using sandpaper, but the results were unsatisfactory. I realized that there were flaws in my design. The legs that I designed would not be able to support the weight of the model.
I experimented with an alternative material, resin, which greatly improved the level of detail, eliminating the need for sandpaper. However, resin is a more expensive material compared to the previous filament because it offers higher resolution. In pursuit of a more cost-effective solution, I decided to hollow out the model.
While preserving the same amount of detail, hallowing out the model saved more than 40% of the cost and reduced the 3d model time by 35%.
Color Testing
After printing the models, I tried to color the models with acrylic paint to see how the paint stays.
I did not like the color that I had in my first iteration. After some research on color psychology, I found that a lighter palette with hints of yellow and orange might be better suited for this project. In the research, it claimed that colors such as yellow and orange evoke hope, joy, warmth, and kindness.
Using this color approach, I attempted to create another iteration. This color scheme proved significantly more effective, imbuing the characters with a sense of lightness, softness, and the warmth I had been seeking.
Using the model colors, I created a series of colors for the packaging design.
Brand Identity
Selected rounded typefaces and developed logos with a smoother aesthetic to resonate with the title “chonky.”
Incorporated illustrations to introduce a touch of rustic and natural charm, thereby lending the characters and nuts a more organic feel.
Crafted a narrative, allowing the audience to better connect with their world:
“Once upon a time, as the frosty Ann Arbor winter drew near, the squirrels of campus scurried about in preparation. With the fall harvest dwindling, the furry creatures had grown plumper, their bellies filled with the sweet fruits of the season.
If one were to venture into the enchanted woods of the campus, one might catch a glimpse of these creatures in their natural habitat. These creatures, with their fluffy tails and nimble paws, were known to engage in all sorts of magical activities during the winter months.
Perhaps they were building a tiny snowman, adorned with a button nose and a twig smile, or sipping on a steaming cup of hot cocoa, their tiny paws wrapped around the warm mug. Some may have been rushing to finish their homework, or collecting acorns in the blue bin.
It was a sight to behold, a true wonder of nature.”
Final product
Reflection
Things that I learned…
To take initiative and turn my ideas into reality. It became clear that thorough research is the foundation for success when embarking on a project, ensuring a deeper understanding and a more effective execution. Most importantly, I discovered that the most gratifying growth stems from acquiring new knowledge and skills. In practical terms, I learned how to create and print 3D models, illustrating the transformative power of learning and self-initiative in the pursuit of one's creative visions.
What I would do differently…
I would invest more time in conducting thorough research before immersing myself in the project. A better understanding of the project's scope and requirements would have paved the way for a smoother journey. I would place a stronger emphasis on conducting market research, utilizing data to substantiate my design decisions. This would ensure that my choices are not only creative but also grounded in a sound understanding of the target audience and their needs. Lastly, I would ask for more feedback to create a more well-rounded project.
My biggest challenge was…
The tight time constraint imposed upon me. With just a month to master 3D design from scratch, develop a brand identity, and craft intricate 3D models, the pressure was palpable. The steep learning curve added another layer of complexity to the situation, leading to moments of frustration and self-doubt. Despite these challenges, I pushed through and learned that we can achieve a lot when we're determined, even in tight deadlines and when things get tough.
My favorite part was…
Having spent an extended time delving into the digital world, I found immense gratification in seeing the concrete product come to life.