Pratt BFA Communications Design Thesis

Mark Pei Advertising Art Direction

Serene: Make sense of grocery shopping

Digital Product Design
Environmental Graphics
Identity Design
Product Design
Social Change

In the age of overload, how to reverse overload and apply to a retail concept.

“In , there were 9,000 products in the average grocery store, and now it’s ballooned to 40,000 products. And yet most of us can get almost all our shopping done in just 150 items, so you’re having to ignore tens of thousands of times every time you go shopping,” (Daniel J. Levitin, ​The Organized Mind: Thinking Straight in the Age of Information Overload.​)

Are we living in the age of overload? The amount of media, information, and data that we experienced every day is influencing the evolution of our society, art, and culture. The project investigates the stimulation of overload by developing a store concept to enhance the consumer shopping experience.

A store concept, developing in-store communication, flexible systems for product display, and space to interact with complex information and sensory experience.

How to change a stressful in-store experience with the “overload” information, into the image of an organized space with a clarified layout and effective communication? From the exhausting product searching to the overwhelming package display, the brand reconnects the logic of shopping in the actual store, promoting a sustainable lifestyle and advancing the visibility of the product in a more logical system.

Serene aims to create a modern yet advanced store experience where consumers can enjoy the visit of the space and easily collect essentials the store curates.