Saturday, April 15, 2017

Final Project - Campaign

For our final project, we were assigned to create a mock up campaign of our choice. Based on our campaign, we create its schedule, related products and advertising.

The campaign I chose was a fair - Family Fair 2017. The objective of the campaign:
To build a stronger bond between parents and children
Let parents understand the importance of spending quality time with their children
Let parents understand that fun is just as important to their children’s personal growth

The target audience of this campaign are parents and their children below age of 13. The fair takes place in Central Park, 1 Utama. This will significantly garner attention from the residence of Bandar Utama and Taman Tun Dr Ismail. Residence of Kota Damansara are considered part of the target audience as well.

The fair is on November 5th and 6th 2017, 9 am to 6.30 pm, weekends nearing the year end holidays of most public primary schools. This allows parents a chance to bring their children to the fair and spend some quality family time together.

Carnival motifs such as flag banners and tents have been used as the main design elements for the campaign's corporate identity and other related mediums. The main colours #31B5A9 Light Sea Green and #EE3B39 Cinnabar were chosen.
Envelope
Letterhead
Name Card
Corporate Identity mock up

As soon as the details of the fair are finalised, advertising medias such as posters and website are created. Below are the advertising medias used for this campaign - Social Media such as Facebook, Twitter and Instagram; Print Media such as posters and buntings.
Final poster design. The buttons for Google Play and App Store have been removed since there is no app for this campaign.
The brochure doubles as a map for the fair. It also allows children to collect stamps after they have completed each activity available in the park. When all stamps are completed, they receive a big bag of goodies.
Participants receive a small goodie bag after they have paid the entrance fee of RM 12 per head.
Paper bag sticker designs and A6 sticker sheet design that acts as goodies and prizes.
44 mm badges with 3 different designs. Acts as goodies and prizes for children.
T-shirt design for the fair attendants. Logo is placed on the front, with details and sponsors at the back.
Name tag design for fair attendants.
Facebook Desktop and Mobile Page mock up
Twitter Desktop and Mobile Page mock up
Instagram App Page mock up

The website for the campaign. The texts are all in big font size in consideration of parents' eyesight. The design direction is minimalism, with flat colours from the overall campaign motif and illustrations. It is a one page website.

The landing page makes it easy for visitors to understand the purpose of the campaign through its title; the time and venue are also clear without them having to search the entire website for them. The navigation bar consists of more details about the fair, the activities, getting to the fair and the people behind the campaign. Social media buttons are placed top right of the landing page.
This section gives visitors a more detailed explanation on the fair. It poses 3 questions and simple answers so it puts visitors at ease and gets them excited about bringing their children to the fair.
This section shows all the available activities organised by the fair. Huge illustrations were used to engage visitors and get them excited about the fair. It also tells them that the activities encourage parent and child interaction, suitable for bonding and building a strong relationship between them.

The bonfire dance is inspired by a traditional Japanese event called Bon Odori, usually organised during the summer as a Summer activity. Parents and children gather around the bonfire and dance to end their day at the fair.
This section shows visitors the exact location of the fair with an interactive map by Google. It also has suggestions on how to get there: Grab and public transportation are encouraged.
This section shows appreciation for the people behind the campaign. This campaign strongly encourages volunteers in order to build a sense of community and encouraging interaction between other people.
The footer section of the website. It serves as a small reminder of the fair's purpose (title), the venue and time, and a simple navigation section. Social buttons are also placed below the fair details.

The organiser, sponsor and co-sponsor are also placed at the footer, with the button that brings visitors back to the top of the webpage.

Presentation Board in A2 size.
Presentation Booth.









Packaging Design

The assignment was to pick an existing product and re-brand it. The brand I chose is Cocon, a company that produces puddings and jellies.

Its product packaging is considered slightly old, with its photos and serif typeface. The products are also packed in plastics. which doesn't attract consumers' attention unless they were looking for pudding/jelly specifically.


The first step to re-branding this product is giving its logo a revamp. The original logo has a tropical green colour, with its name 'COCON' inside a round border.

Consumers may be confused with what product this brand is selling as the name does not directly relate to pudding/jelly. Thus, the word 'pudding' has been included into the new logo.

Below are the drafts created in Adobe Illustrator. By exploring different logo ideas such as boxes, circles, line weight, organic font and geometric font, graphic elements and illustration.

This is the final choice for the logo revamp. The illustration (whipped cream) above the typography represents the freedom of choice consumers have when enjoying the product; they choose when and where to eat, and picking a topping of their choice served on top of the product. (whipped cream, chocolate chips, nuts, jelly beans etc) The typography represents the pudding itself.

Packaging design inspirations were taken from various Internet sources. Patterns, illustration, pastel colours and minimalism were integrated into the final packaging designs.

The product has lots of flavours, but for this re-branding project only 4 of the more popular flavours were chosen. In order to attract new consumers, adjectives have been added in front of the flavours: Marvelous Mango, Sassy Strawberry, Lovely Lychee and Humorous Honeydew.

Below are the mood board and various packaging design drafts.

The final design for the 2-piece rigid box packaging. It holds 4 pudding cups with 2 spoons. Below are the finished packaging die cut along with the puddings.

The pattern on the packaging represents the nata de coco that are in the pudding. Previous plastic design was replaced by a new design that belongs to the overall packaging design.


Final design for the auto lock bottom box packaging design. It holds 15 small pudding cups. The nata de coco pattern allows the packaging to belong with the others, allowing consumers to recognise the brand easily.

Below are the packaging die cut in its 4 different flavours: strawberry, mango, honeydew and lychee.
Final chambered box design. It holds 1 pudding cup and 1 spoon.

The box has a shape of a cut jewelry, which makes it more attractive to woman consumers. The nata de coco pattern design has been placed around the top angled part of the box.

Below is the die cut of the packaging.
Final design for the popcorn box. This packaging design is saved for special occasions, where it has a beautiful clear wrapper completed with a fancy ribbon.

It holds 30 small pudding cups, contains all 4 flavours in 1 box. The packaging includes all 4 flavours' related colour palette, along with the nata de coco pattern.

The illustrations were drawn using real photos as reference. The outline is a dark brown colour, with different line thickness similar to using a calligraphy brush. The colour does not fill the whole outline, but leaves out some white for a cleaner and less flat design.

These illustrations are then integrated into the sticker design, along with the flavour name. The illustrations are also placed onto the packaging designs.

Cocon Pudding's corporate identity has been included, choosing the most popular flavour - mango as the base colour for the overall design. The idea is minimalism, with no graphic elements.
Envelope
Name Card
Letterhead
Corporate Identity Mock Up

Print advertising such as poster, bunting, billboard and bus stop have been chosen. The basic ideas came from the posters, with different arrangements to suit different sizes and advertising media.
The main poster for advertising the re-branded COCON, showing its new packaging designs to encourage consumers to purchase their product.
The idea "Little Delights" come from the fact that the packaging holds small pudding cups.
The idea "Gleaming Jewels"  come from the fact that the packaging box itself is similar to a ring box or a cut jewelry.

Project details and explanation were compiled and arranged onto an A0 board for the presentation.
Presentation Booth