Phase 1: Brand Genetics. Jidapa Srimachand

Arch Design 1

Project 1, Phase 1
Brand Genetics.

For this phase, we need to analyse the chosen 3 brands, study them and find their genetics, their core identity. After that we extract the material out of it, then study about those materials.

My selected brands are

1. Tiger Balm
2. Mitsubishi motors
3. Hybrid Air Vehicles

Tiger Balm

Full .pdf here.

Tiger Balm is a company with long history and Chinese Heritage. It started in the Chinese emperor's court, then spread commercially around the world. Right now their headquarter is in Singapore.

The main ingredients of the balm are menthol and camphor. The herbs get rid of the pain by changing the pain signal (to the brain) to hot and cold signals instead. That makes the balm able to "work where it hurts" as they promise, from joint pain, muscle pain, to nasal relief. 

Another main point is their packaging and presentations. They use hexagon package to standout from the competitors while fit together perfectly and helps to logistic.

They also customize their product into 4 lines, the original, balance, junior, and active, in order to serve the more specific needs of people these days.

Full .pdf here.

The material extracted from the brand is bamboo. It's the plant that can represent Chinese heritage, it grows around the world, and it's a very versatile plant.

The bamboo have their very special qualities that differentiate it from other building materials.

Mitsubishi Motors

Full .pdf here.

Mitsubishi Motors is a part of Mitsubishi Corporation, a Japanese Zaibutsu company.

The group started with trading, then they build their own shipyard, dig their own mine,..after a while they do business on everything you can imagine. The companies within the group support each other, and their quality of the big group is a very important aspect of the company. They believed they can do everything on their own. 

They produce many types of cars but their specialty is the all-terrain quality.

Now they're moving on to electric engine that can perform well in all-terrain.  

Full .pdf here

Since they're developing their hybrid and electric motors, the material extracted is electricity. Electric current happen with magnetic field. And the induction of the electromagnetic field can produce current. 

Hybrid Air Vehicles

Full .pdf here

The company produces airship which is the integration of airship, airplane, and helicopter.

The vehicle project started in US military, then the budget was cut and the UK company bought it and take it to UK. The airship is very notorious for being very dangerous, when actually it's one of the safest way to get around. 

The main purpose of it is to carry very heavy loads (up  to 50 ton) in a very long distance, and stay in the air for 2-3 weeks. 

Full .pdf here

Because the airship use helium to generate 60% of its lift, the material studied is helium.

Helium is a non-toxic, non-flammable gas. It's much lighter than air. It's the second most abundance gas in the universe, however, very rare on earth. We can get it from nuclear reaction or extract from natural gases only. It's mostly used for cryogenics because its very low boiling point.

When pass a current though it it can glow like the neon gasses, and it's also used in many architectural projects.