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sonalkapoor@berkeley.edu

PROJECT PATCH

Background: Personal Project, 3 weeks

Role: Graphic Design

Tools: Adobe Suite

OVERVIEW

CONTEXT

Project Patch began after I was introduced to a non-profit in New Delhi: Pins and Needles; this organization 

empowers women in underprivileged situations in India, by teaching them how to embroider and also helps them sell their work. After seeing their intricate embroidery online, I wanted to figure out a way to contribute to these women’s self-sufficiency. 

 

Following some thought, I created a social entrepreneurial model with Pins and Needles. I decided to buy hand-embroidered work from this community, and then convert and sell the embroidery as iron-on patches in the US. I chose to market my products towards a target consumer of young women (ages 13-25). This demographic stood out to me, because I knew this product would be most relevant to this age group, and also because I could understand the needs and motivations of this consumer best (as I am also a college-aged woman). 

 

At the beginning of this venture, the patches I sold featured embroidery with pre-made, generic designs from templates. In 2018, I decided to design a series of original patches to better tailor my product towards my demographic and represent Project Patch’s mission of empowering women. 

ACHIEVEMENTS

  • Through Project Patch, I have sold over 100+ patches and patch products, resulting in $1420 in sales

  • ~65% of total sales have consisted of my originally designed patches, making up more than half of Project Patch’s total revenue

BUSINESS GOAL

Create a product that the consumer can better relate to; success metric: product sales

DESIGN GOAL

Design original patches that are feminine, vibrant, and natural 

CONNECTING THE SUPPLIER AND CONSUMER

The patches I sell are emblematic of each Indian women’s journey with embroidery, and serve as pieces of her own progress with the craft. No two patches sold are exactly the same. In contrast, the target consumer, a girl in the US, most-likely used to buying mass-produced accessories, should find our patches meaningful; they should feel like they are contributing to the self-reliance of the women in New Delhi, while owning a one-of-a-kind product.

Therefore, I wanted to make the patches representative of the mission of Project Patch, while also creating a product that my target demographic would be excited to wear and buy. In thinking about the intersection of my suppliers and consumers, I used the following three words to inspire my patch designs: feminine, vibrant, and natural. 

IDEATION + DEVELOPMENT

MOODBOARD

ILLUSTRATIONS

HAND EMBROIDERED PATCHES

THE CREATORS

Pins and Needles consists of over 40 incredible women in New Delhi who embroider and sew. I had the privilege of going to India in 2018 and meeting six women who embroidered for Project Patch: Sunita, Jyoti, Ani, Pragyan, Basanti Roy, and Amrita.

These women made my visions come to life. 

Ani, Jyoti, Sunita pictured above (from left to right)

Ani and I in New Delhi, India

Amrita, Pragyan and Basanti Roy pictured above