Virtue
Why is this project worthy of an award?
Let’s be honest – there’s no real “need” for yet another hair care line. But there is tremendous need for hair care that can actually do something material in terms of repairing damage. Enter Virtue®, with its exclusive Alpha Keratin 60ku™ -- perhaps the biggest breakthrough in real hair care technology in decades, with a dozen industry and editorial awards under its belt in the first year of its launch. But what’s really interesting is that this technology was not developed for hair care at all. It was discovered in the study of regenerative medicine by researchers looking into how to reduce inflammation and speed up healing for soldiers with catastrophic battlefield injuries — things like bone, tissue, and nerve regeneration. The fact that this same science is now being used in hair care is kind of a fluke. But the technology, a newly patented form of the human protein keratin, is actually derived from human hair, so maybe the leap back to hair care is not so odd after all. Unlike other “keratins” on the market, which are harshly processed and broken-down animal by-product (sheep wool, chicken feathers, etc.), Alpha Keratin 60ku™ is carefully extracted from human hair and kept whole and fully functional as a protein. Because it is essentially hair, it “sees” cracks of damage and goes where it’s needed to repave and heal the damage, binding naturally to the damaged spots, giving you your best hair possible. Proof: Independent, third-party clinical testing shows that after 5 uses, Virtue’s exclusive Alpha Keratin 60ku™ delivers up to: • 138% increase in color vibrancy • 95% split end repair • 86% reduction in breakage • 67% reduction in frizz • 22% increase in the diameter of individual hair shafts
What else would you like to share about your design? Why is it unique and innovative?
We worked very hard to come up with a packaging design that looked great and felt great, but that was also functional and no-nonsense. Because Virtue® is clinically proven, biotech-based hair care, we wanted a clean, modern, but approachable esthetic. So we turned to creative powerhouse Buero New York to create a packaging design that is simple, elegant, with color differentiations that are easy to navigate. The (shampoo) bottle vs. (conditioner) tube shapes make it easy for a customer to distinguish between the shampoo and the conditioner in the shower. The unique, custom-tooled cap subtly invokes the “V” shape, reflective of the brand name. Its flat surface also allows for consumers to flip the bottle on its head to get every drop. This packaging design was awarded a coveted Beauty ID (Innovation & Design) Award for Package Innovation Hair (Professional / Prestige) at Cosmoprof North America in July 2017.
Who worked on the project?
Melisse Shaban – Founder & CEO, Virtue Labs Dr. Luke Burnett, PhD (Col. US Army, Ret.) – Chief Science Advisor Erin Falco, PhD – Lead Scientist, Virtue Labs Debby Vellozzi – Product Development, Virtue Labs Buero New York – package design
View the project video:
Warp+Weft
Why is this project worthy of an award?
Doing the right thing can be as simple as wearing the right jeans. That’s why we’re committed to ethical production, innovative fabrics, flattering fits for all sizes, and premium quality for less than $100. In other words: denim done right. As a family-owned company that’s been in the denim business for three decades, mindful manufacturing is in our genes —- and jeans. While other brands buy their materials, we make our own premium denim from scratch in our eco-friendly mill, which is fully compliant with International Social and Environmental & Quality Standards. (A traditional pair of jeans consumes 500 gallons of H20, but ours use less than 10 gallons.) Our signature fabrics fuse the best elements of authentic denim with smart technology, for a perfect modern fit that looks great and feels even better. Plus, our vertical operations mean no third parties or unnecessary markups, for the best value in the denim market. Inclusivity is central to everything we do, and we pride ourselves on designing for — and fit testing on — real bodies, informed by customer data and feedback. We’re on a mission to make the world’s best sustainable denim for everybody, and every body.
What else would you like to share about your design? Why is it unique and innovative?
We’re a family-owned company that’s been in the denim business for three decades. Our eco-friendly mill is one of the world’s largest textile manufacturers, which means we can create high-quality denim that’s good for you, the environment, and your wallet. A traditional pair of jeans consumes 1,500 gallons of H2O, but a pair of Warps requires less than 10 gallons, and we recycle and treat 98% of the water we do use. Cutting-edge Dry Ozone technology — alternate to chemical bleach — also helps us do better by the planet. Our innovative facilities are fully compliant with International Social and Environmental & Quality Standards, and we’re committed to ethical practices, expressed through fair wages, reasonable hours and positive working conditions. While other denim brands buy their materials, we make our own premium denim from scratch. Our cotton and Lycra come from the U.S., and we source highest quality European dyes; then it all comes together through a proprietary cotton wrapping technique to guarantee premium textiles with incredible value and comfort. Our Core Four fabrics — Dynamic, Oneder, Power and Classic — each have a unique character, from intense shaping technology (perfect for a slimming skinny jean) to soft stretch cotton that moves with you but never gets baggy. To look great, denim has to fit right. Unlike traditional fashion brands, we design for real bodies, informed by customer data and specific needs. Then we fit-test each style at least 5 or 6 times on customers of all ages and sizes. Thanks to your feedback, we’ve been able to perfect our game-changing signature features, including a curved waistband that never digs in, a shaping inner front pocket, slightly wider leg openings for easier on-and-off, and optimally flattering back pocket placement. Inclusivity is central to everything we do. The Warp + Weft women’s collection is sized for petite through plus, 00-24. Our men’s range includes a variety of inseam lengths from 30 to 34, as well as hard-to-find in-between waist sizes (31, 33, 35). Our goal is to make great denim for everybody, and every body. Because our manufacturing operations are vertical, we oversee the whole process end to end, cutting out third parties and unnecessary markups. Controlling every step of how our denim is made allows us to achieve premium quality in the most efficient way possible — so we can give you the best value in the denim market.
Who worked on the project?
Sarah Ahmed, CEO & Founder
View the project video:
We Dessert First
Why is this project worthy of an award?
We're building the ChikaLicious Dessert Bar global presence as a fashion brand, not by showcasing the food product but by “wearing” and “living” its ingredients.
What else would you like to share about your design? Why is it unique and innovative?
The objective wasn’t to show food explicitly. We needed to capture three things: • The essence of the beauty Chef Chika Tillman tries to achieve on the plate • The precise execution of every flavor combination • The effect on the person experiencing the dessert.
Who worked on the project?
Executive Creative Director: Enrique Heredia Writer: Steve Rothman Sketch Artist: Alejandro Meza Designer: Jessalyn Lambert Photographer: BUTTER + dror/forshée Illustrator: BUTTER + Carlos Lascano
View the project video:
Wishbone Ring
Company Ayse Teke
Introduction Date July 19, 2018
Project Website
Why is this project worthy of an award?
Wishbone, is a conceptual, separable silver ring representing a contemporary expression of “Breaking the Wishbone Tradition”. The ring is designed with a 925-carat silver ring plated with gold. The laser stuck ring can be separated by breaking the tiny joint without leaving any marks on. Give this Wishbone ring to someone as a gesture of hope and well wishes. Make a wish and pull the pieces apart. Not only is it seen as a personal or romantic gesture, the Wishbone ring also symbolizes luck so it can be given as gifts on birthdays, anniversaries and also can be used as wedding rings.
What else would you like to share about your design? Why is it unique and innovative?
The popular expression 'my lucky break' derives from the tradition of breaking the wishbone. Once an ancient Roman tradition, a wish is granted to the person with the largest piece. Give this silver wishbone ring to a friend or a lover as a gesture of hope and well wishes. Make a wish and pull the silver pieces apart. The concept brings together the idea of constant transformation and change. The ring is designed with a 925-carat silver ring plated with gold. As Newton’s Third Law of Motion, the laser stuck ring can be separated by breaking the tiny joint without leaving any marks on. The ring can be separated into two to create two individual rings.
Who worked on the project?
Ayse Teke Mingu
View the project video: http://youtu.be/cVnfS7-Eyhw
Your Look(TM)
Company Nordstrom
Introduction Date June 9, 2017
Project Website https://shop.nordstrom.com/s/topshop-button-through-camisole-top/4981848 , https://shop.nordstrom.com/yourlook
Why is this project worthy of an award?
Our customers asked, and we listened. If an individual item caught their eye while shopping, our customers wanted expert guidance on how to wear it and multiple options to choose from. We responded with Your LookTM, which surfaces outfits built around the specific product the customer is considering. Eyeing a pair of sneakers? We’ll show that exact pair in an array of outfit options created by Nordstrom’s style experts. Customers can shuffle to see different looks or swipe through individual items to see alternative choices and customize their outfit. We provided an open feedback channel to gather ideas and reactions from our customers and, after hearing their enthusiastic responses (93% positive) and collecting thousands of perspectives, we iterated on our minimum viable product (MVP). In addition to the work we’ve completed, we’re currently working on creating a shopping ecosystem where outfits can be created, customized, liked, shared, and surfaced in a personalized way for each customer. We’re also creating outfits based on what a customer has already bought and what’s currently in their shopping bag. For the first time, people can shop online in a more holistic, less isolated way. Shoppers can ask themselves: Does this item go with something I already own? How versatile is it? How are people wearing it? What are the various styling options? Customers also can shop for entire personalized looks based on events, occasions, locations, and their favorite activities. Instead of looking at the same set of outfits everyone else sees, our customers will see outfit options that fit their needs, preferences, and lifestyles. While our customers help drive this experience, so do our style experts, who infuse this new way of shopping with Nordstrom’s signature customer-obsessed focus. We’re currently making this feature scalable with machine learning, leveraging what we know about our customers to give them a greater array of customized options and inspiration. This is achieved by bringing together the fashion formula used by our curators and machine learning (visual similarity and natural language processing). We launched this feature on mobile web and are seeing most of the consumer demand there. Our customers have helped us realize that we can better serve them by offering a more efficient, sustainable way to shop. Your LookTM supports the customer at every stage of the shopping journey, offering entire looks people will wear, not just individual items to buy. The business impact has been substantial: in less than one year, this feature grew 10% week over week—it now generates $1M per week. Your LookTM is flipping the script on how we think about shopping while giving our customers exactly what they want in a personalized, innovative, and inspiring way.
What else would you like to share about your design? Why is it unique and innovative?
Your Look is unique and innovative because it gives people more shopping options while simultaneously focusing on sustainability. It also brings together world-class, individualized customer service and technology to deliver customized looks on a large scale. Fashion sustainability: the goal with creating looks around what a customer already owns is to help people get more use out of what’s currently in their closet and cut back on fashion waste. We know that people will always want the latest and greatest, but we deliver that without overhauling an entire closet. People and technology: Nordstrom believes in providing the best customer service, helping each person look and feel great. In the past, we learned about our individual customers by spending time with them. However, today’s customer is busy and has less time to drop into a store. Though shopping habits have changed, the need for personalized fashion guidance has not. With Your Look, we’re providing curated outfits created by real people while using the assistance of machine learning, dynamic substitutions, and location services to get the customer what they want, when they want it.
Who worked on the project?
Amber Manuguid - UX Designer; Rachel Moorhead - UX Writer; Kristin Gannon - UX Manager; Tom Pease - UX Researcher; Mikal Lewis - Product Lead; Ashley Woodworth - Product Manager; Peter Loftus - Software Engineer; Mike Axtman - Software Engineer; Armin Haghi - Software Engineer; Salman Khan - Software Engineer; Micheal Leavitt - Engineering Manager; Aaron Litcher - Data Scientist
View the project video:
