Marketing campaign and package design

Here is a post about a package and marketing project we were assigned at the graphic design school. For the product we got to choose between electronics, food and make-up. Then we designed the product and its packaging – and only the sky was the limit! It could be how ever bizarre, expensive, utopian or normal we wanted. The challenge was then to create a marketing campaign for it. I started by thinking of a problem I’d like to solve: is there a product that is poorly marketed and needs an uplifting in its packaging? Spice came to mind quickly as I like to cook and those spice packages are ghastly looking and unpractical. See below for the full project brief and parts of my work for the spice campaign.

spice manifesto

Project brief:
Product: an electronics device, a foods product or a make-up product.
Marketing campaign: create a 3 media marketing campaign

my product: spices sold at a supermarket
my campaigns: a 3-piece outdoors poster campaign pre-launch to create a hype; a ‘spice manifest’ enclosed in a magazine; shop-in-shop and a taster stall for supermarkets.

Here is the fictive description for the campaign (in Finnish):
Kuvitteellinen kuvaus ‘Maustevallankumous’-kampanjasta:

Maustevallankumous on päivittäistavaraketju M-Groupin kampanja. M-Groupin omistama ‘punainen pallo’ on M-Groupin oma tuotemerkki, joka esiintyy sadoissa muissa tuotteissa sellaisenaan. M-Group on Suomen johtava päivittäistavaraketju, jolla on noin 2 000 myymälää ympäri Suomen.

M-Groupin tunnetut ‘punainen pallo’ -tuotteet kattavat yli tuhat elintarviketta. Tuotteet ovat helposti lähestyttäviä, kotitalouden perustuotteita. Tuotteet tunnetaan laadusta ja edullisuudesta.

Maustevallankumous on noin vuoden mittainen kampanja, jossa on kolme tavoitetta:

– lisätä suomalaisten ymmärrystä mausteiden käytöstä
– tehdä suomalaisesta kotiruuasta maukkaampaa
– siivota sotkuiset maustelaatikot

Maustevallankumous toteutetaan kolmen päämedian kautta:

1. Maustepakkauksien ja myymälätelineiden ilmeen uusiminen. Sekä suuremmissa marketeissa noin yhden kuukauden mittaisen Shop in Shop -konseptin kautta.

2. Herätellään suomalaiset maustevallankumoukseen räväkän ulkomainonnan avulla. Ulkomainonta tuo esille kampanjan virallista lanseerauspäivää 4.lokakuuta 2014. Tuolloin ensimmäinen manifesti saapuu M-Goupin lehden välissä kotiin, sekä myymäläständit muuttuvat kaupoissa.

3. Kymmenenosainen Maustemanifesti-lehtinen esittelee uusien pakkausten käyttötavat, uudistuneen ilmeen, sekä kauden reseptejä keskittyen yhteen mausteperheeseen kerrallaan. Maustemanifesti toimitetaan M-Groupin kuukausittain ilmestyvän asiakasomistajalehden mukana yli miljoonaan suomalaiseen kotiin.

Branding and package design for the Spice Revolution:

Screen Shot 2014-01-08 at 23.25.14 Screen Shot 2014-01-08 at 23.25.25 Screen Shot 2014-01-08 at 23.25.39 Screen Shot 2014-01-08 at 23.26.00

Marketing campaign: outdoor poster campaign – creating a hype for the Spice Revolution:

maustekamppis_julisteet-01 maustekamppis_julisteet-02 maustekamppis_julisteet-03 copy

Marketing campaign: Recipe book ‘Spice Manifesto’ 

MAUSTEMANIFESTi MAUSTEMANIFESTi2 MAUSTEMANIFESTi3 MAUSTEMANIFESTi4

Marketing campaign: Shop-in-Shop concept for supermarkets

Media2_Ständi_AnniLeppanen Ständi_maustekamppis-01

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Branding your business

Last week at college, we presented our final projects for the Brand Identity course. The process was especially important for me since I am serious about starting my own business. So here is pretty much the first taste for it! This post will not only present my work (the Brand Book) and process, but also a short tutorial for designing a box in Adobe Illustration.

Not sure whether to start off with my early sketches or to show the final product… My teacher said that one is never fully satisfied with their own logo or brand, and that the hardest job is to design something for oneself. She is definitely right. I got bored with my work piece after piece: landing on something great, then finished hating it. Not to mention the tough comments I got from my outspoken friends on social media.

Perhaps to start off with a few notes on how to build your brand guidelines and what does your brand mean:

How to build your Brand Guidelines?

  1. Search ‘Morphological Matrix‘, it can help you to start sketching out your logo.
  2. Think about the feeling and the message you want to send through your brand. Is it happy and creative, or perhaps you want to focus on being professional and modern. What is the reaction you’d like to have from people who see your branding? Brainstorm a list of words and build a mind map.
  3. Talk to other people. Get ideas and show your early sketches. Create a Pinterest board for ideas, looks, colours etc. Here is my Pinterest Board for brands that I liked.
  4. Typography is so important. See below for a list of fonts I tried before reaching my ultimate choice. Matching fonts can be difficult, and sometimes you need to choose different typography for print and web. I found Google Fonts site very useful. For example, on my font Trocchi, they have a bit of history, download links and also a list of recommended pairings for matching fonts.
  5. Colours can truly impact the feeling of the brand. Black and white can be very classy and professional, and I saw many of my classmates choosing them for their brands. I’ve had a pastel thing going on for a long time, and they have exactly the message I wanted for my brand – happiness, cuteness, creativity. I started off with an orange blossom and sweet pink. My colours were very light in the beginning. But I quickly learned that stronger tones work better with fonts. Especially if you want to be memorable. A strong minty green ended up being my choice. It has delicious tints that offer me variety. Try to find photos with colours you like. Then using the eye dropper tool in Adobe, feel its colours for your logo.
  6. The element, the shape, should be simple so that it works large and small. You might choose to just design your own typographical logo. Think symbols, analogues, and stories behind your brand. Mine was a house, then two boxes and finally a flying bulldog. The first two described the kind of space I wanted to create – somewhere people can immerse in creativity and set free. But then, I chose to go with something I created in a creative sketching exercise earlier this year. The mode I was in truly encapsulated the feeling I want to share through my brand. What better way to celebrate that, than having the art as my logo.

 

Luova_huone_brandguidelines_FINAL

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Luova huone

Trying out different fonts for my brand.

 

Sketching my logo.

Sketching my logo.

And now for my short tutorial: Create a simple box with a pattern. It sounds simple, but I had a tough time learning how to do it on my own. Thanks for my great teacher, it is now super clear. Of course there are all these super effects that you can use to make your box really pop out, but sometimes a simple one does the job! Let me know how it goes!

making_a_simple_box_with_pattern-01 making_a_simple_box_with_pattern-02

 

 

 

 

Studies: Creating a marketing campaign for Beetle

Today was the final day of our Marketing and Advertising course on my Graphic Design studies. We had quite a big campaign to create for our final project. It took many sketches, late nights and self-doubt. There is always something you want to change after you present your work, but at some point you just need to stop and finish it. So here is my campaign for Volkswagen Beetle.

Specs:
features: a 3-page magazine ad, an ad for the Tube, a 4-page postal direct mailer, a website front page and a 3D object.
target audience: Londoners in their 20s-50s.
my objective: to establish the Beetle as a landmark and icon for London and a must-have car for Londoners.

Here is my three pager ad for a magazine. After that you’ll see some of my sketches and in the end a gallery of my entire campaign.

 

Sketching started off with a road trip idea
Some of my sketches below. I was trying to capture the feeling of road trips. There’s an iconic route from London to Brighton, around 100 miles South, and what better way to experience the journey than with your family and Beetle. You can see the beautiful South Downs and a bit of British countryside. Plus there are lots of cute little towns to stop by.

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And finally I decided to ditch the road trip and just focus on London. Those you have lived/visited in London will recognise the elements I’ve used to create the London look&feel.

The direct postal mailer – 4 pages

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And here is the website front page and Tube ad.

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