Burrow
Branding, Advertising, Motion, Packaging, Print, Website Design
For my senior capstone project at The University of Southern Mississippi, I was tasked with solving an issue through design. The issue I chose to tackle was the fact that large cities can often be overstimulating and overwhelming for individuals suffering from social anxieties. Burrow approaches this problem through using the 5 senses as a tool instead of the typical approach of medicines and therapies. In these large cityscapes, Burrow is a teahouse nestled inside of a botanical garden with an ambient, calm soundscape being played throughout. This strategy allows for all 5 senses to be positively stimulated while incorporating thoughtful branding design to aid in helping the socially anxious find a safe space outside of home and work.
Branding
Burrow’s branding comes from research on holistic design and how familiar icons calm people suffering from different mental illnesses. A rabbit figurehead was chosen because rabbits, due to their timid and skittish nature, are direct metaphors for the socially anxious, and rabbits are common emotional support animals for people suffering from social anxiety. The name Burrow comes from the idea that rabbits burrow in the holes they dig to escape the dangerous outside world, similar to what Burrow aims to bring to its members: a safe space that protects them from the outside world.
Advertising Campaign
Using Apple’s “Think Different” and Nike’s “Just Do It” as primary points of departure due to their simple, easy-to-understand nature, Burrow’s advertising displays an easy-to-follow persuasive action quote followed by a call to action with a reference point to avoid confusion.
Wayfinding and Signage
Creating clear navigation to avoid any confusion was an important part of designing for the socially anxious. With an easy-to-digest navigation as well as indoor signage that seamlessly integrates the interiors with the exteriors, Burrow aims to create a calming ambiance that is approachable and welcoming.
Packaging and Print
Burrow’s packaging avoids introducing unheard-of, complex dielines and instead opts for using established, familiar forms to hold their teas. With familiarity present, members avoid any unnecessary confusion when purchasing items. Burrow’s selection varies from true teas, herbal teas, food items, and merchandise.
Desktop and Mobile Website
Burrow’s site has a primary focus on mobile app design to curate towards contactless ordering for its members; however, with a responsive design, Burrow supports all forms of screens to make it’s members more comfortable.
