Sawantwadi Toys DESIGN INTERVENTIONS 59
Craft Cluster Documentation 2020 Design Intervention 1: C ra ft To u ris m B ra nd i ng Art and craft is considered to be an integral part of Further – the tourism business, since it plays an important role Development of as souvenirs and mementos, thereby spatially and • Brochures and packaging for souvenirs such as postal temporarily expanding the visitor experience. It is also stamps increasingly looked upon as an opportunity to diversify the • A cultural festival/ exhibit to encourage visitors tourism sector offerings, as well as the broader economic base. As part of the overall global creative economy, the Communication design pov art and craft sector has seen consistent trade growth • Branding and identity design for the cluster of over the past two decades, and has shown the capacity to craftsmen forge even stronger linkages with the tourism sector. Craft • Signage design tourism is a sector that has been left unexplored in India. • Exhibit design Proposed design intervention- • Strategy design venture Development of a Craft tourism business model. The • App development for craft tourism in India tourists would be allowed to engage in workshops to actually learn the craft hence promoting the importance of the craft as well as giving them an idea of the hard work behind the cost. The propose idea can be executed by pairing up with the state government’s tourism department. What would be in the tourism package- • Exclusive one on one workshops with craftsman • Stay and local sightseeing • Special provisions for documentary/articles/blogs/ etc creators 60
Sawantwadi Toys Design Intervention 2: Design Intervention 3: Export worthy design: Empowering craftsmen What kind of a design would attract demand and Most craftsmen are highly skilled but unaware about recognition from the international market? making optimum use of their skills. Courses that give them basic training that supplements their current skills and 1. Interactive and Sustainable Packaging makes their offerings wholesome would definitely add to their portfolio. The topics would be - Basic design theories, Most Indian crafts suffer from the deficiency of packaging presentation skills, social media presence, business studies, that supplements the design... Our idea for packaging economics etc. is that, since most of these wooden toys are for kids we can create a packaging that unfolds to form a versatile Another part of this platform could bridge the gap between environment for the toy. For instance, if it is a car, the the artisans and the international market by giving them environment can be roads, mountains, valleys, magical timely updates on trends prevalent in international market. lands, etc. This the packaging isn’t thrown away after the product is received by the user. This packaging could be a way of a permanent brand identity touch point with the user. 2. Advertisements promoting indian toys with enough emphasis and recognition given to the fact that indian toys are more durable than any other toys. This could be a great USP for indian wooden toys in the international market. The strategy could be to stop competing with existing toy standards and create indian toy standards : durability, natural colour, Indian heritage 61
Craft Cluster Documentation 2020 62
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