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Creative Brand Strategy - Task 03

29.10.2024 - 11.12.2024 (Week 6 - Week 13)

Song Yang / 0355576

Creative Brand Strategy / Bachelor of Design in Creative Media / Taylor's University

Task 03: Campaign Branding 


INSTRUCTIONS

LECTURES

Lectures 01 - 04 in Task 1
Task 03: Campaign Branding

1. Logo

First, I designed three different logos for ACTIVEBITE. After discussing with Ms. Lilian, we both agreed that the third hand-painted logo design was more in line with the brand. Finally, we chose the third logo and used the letter "B" in the first logo. That is, the two logos were combined to get the final logo design.


Fig 1.1 Logo Sketch


ActiveBite's logo design is based on a hand-painted style, with slightly irregular fonts and natural green tones, showing the brand's healthy, modern and energetic image. The small square design above the letter "BITE" is inspired by snack fragments, which adds fun and memorable points, while conveying the brand concept of deliciousness and relaxation. The overall style is simple and natural, easy to identify and full of affinity.



Fig 1.2 Logo in Black & White


Fig 1.3 Logo in Reversed

Fig 1.3 Logo in Coloured




2. Graphic Elements

The graphic elements of the brand revolve around the two keywords "vitality" and "health". First, I found some references on Pinterest.


Fig 2.1 Graphic Elements Reference


My design concept is to change the shape of leaves, which is more in line with the characteristics of the brand. I apply these graphic elements to online and offline touch points to ensure the consistency and coherence of the brand vision.



Fig 2.2 Graphic Elements Design



Fig 2.3 Graphic Element 1 in Color





Fig 2.4 Graphic Element 2 in Color




3. Online Touchpoints
  • Website
I designed a four-page website for ACTIVEBITE, the details are as follows

Home Page: Concise and clear, showing the brand concept and product highlights, using large dynamic images to highlight the theme of "SNACK SMART, LIVE WELL".


Fig 3.1 Home Page Design




About Us: Tells how ActiveBite was reshaped from the classic Mamee brand, emphasizing the brand's modernization, health concept and response to consumer needs.



Fig 3.2 About Page Design



Products: Detailed introduction to ActiveBite product series, including high-definition product pictures, ingredient descriptions and health benefits, highlighting the characteristics of low sugar and no additives.



Fig 3.3 Product Page Design



Contact Us: Provides contact information and interactive feedback forms to increase opportunities for customers to interact with the brand.


Fig 3.4 Contact Page Design




  • Social Media

Initially, I had no clear idea about the design of the Instagram grid. I just pursued the visual effect. The Instagram posts after designing were messy and failed to achieve the purpose of promoting the brand.


Fig 4.1 Social media Design


After showing it to Ms. Lilian, I got the feedback that I needed to plan the purpose of each post first, and not just pursue visual effects. And each post needs to have the MAMEE brand logo, because ACTIEVITE is a derivative brand of MAMEE.


Fig 4.2 Social media Redesign

  1. Teaser video: "New products are coming soon" video, arousing expectations.
  2. Brand Tagline Graphic: Brand slogan "Snack Smart, Live Well".
  3. Graphic - IP image & Brand Tagline: A poster combining the sports version of Mamee Monster and the brand tagline.
  4. Snack Ingredients: Display product ingredients, highlighting health and nature.
  5. Graphic - Brand Logo Poster: Promote the brand logo and place it in the center
  6. Photo - Packaging: Sports-themed packaging to convey vitality and health.
  7. Graphic - Display Stand: The design of peripheral products promotes the brand.
  8. Photo - Billboard environment design: The combination of billboards showing ActiveBite and outdoor environment.
  9. Graphic - tote bag: The design of peripheral products to promote the brand



Fig 4.3 Final social media Screenshot



Fig 4.4 Final social media Mockup


  • Promotional Video

Fig 5.1 Workplace Screenshot


I used lively music and fast-paced image transitions to create a promotional video that fits the brand's characteristics. Based on Ms. Lilian's feedback, I deleted many long introductory texts because it is difficult for consumers to read too much information in a short period of time. At the same time, I added links between different contact points.



  • Email Letter
Subject: "Say Hello to ActiveBite – Your New Favorite Snack!"

  • Content structure: Welcome, briefly introduce ActiveBite brand positioning and product advantages.
  • Product highlights: Low sugar, no additives, healthy and delicious snack options.
  • Special offer: Discounts or gifts for the first order.
  • Call to action: Guide click on the link to enter the official website to purchase or learn more.
  • Visual design: Match brand graphic elements and product pictures, the style is relaxed, dynamic and visually unified.

Fig 6.1 Email Letter Design



Fig 6.2 Email Letter Mockup






4. Offline Touchpoints
  • Packaging
ActiveBite's product packaging design uses dynamic sports-themed patterns. Each package contains fun sports elements, including badminton, weightlifting, archery and boxing, echoing the brand's "vitality" concept and attracting the attention of sports enthusiasts and health consumers.


Packaging 1


Fig 7.1 Packaging 1 - Front


Fig 7.2 Packaging 1 - Back

Fig 7.3 Packaging 1 - Mockup






Packaging 2


Fig 7.4 Packaging 2 - Front


Fig 7.5 Packaging 2 - Back


Fig 7.6 Packaging 2 - Mockup


Packaging 3


Fig 7.7 Packaging 3 - Front


Fig 7.8 Packaging 3 - Back


Fig 7.9 Packaging 3 - Mockup



Packaging 4


Fig 7.10 Packaging 4 - Front


Fig 7.11 Packaging 4 - Back


Fig 7.12 Packaging 4 - Mockup



  • Tote Bag
The design is centered on the ActiveBite brand logo, with dynamic fragment graphics and the brand slogan "Snack Smart, Live Well". The overall style is simple and fashionable, suitable for daily use while increasing brand exposure.




Fig 8.1 Tote Bag Design



Fig 8.2 Tote Bag Mockup



  • Displays

The display stand design is based on green and brand hand-painted graphic elements. The overall shape is simple and modern, highlighting the product packaging and brand story. The visual focus is on the product display.



Fig 9.1 Displays Design - Front



Fig 9.2 Displays Design - Side




Fig 9.3 Displays Front - Mockup



Fig 9.4 Displays Side - Mockup




Fig 9.5 Display With Product - Mockup



  • Billboard
Outdoor billboards use large-scale visual design to highlight the brand mascot image, brand slogan and Graphic Elements. Through bright colors and clear information, they quickly attract the attention of target consumers and strengthen the brand impression.



Fig 10.1 Billboard Design


Fig 10.1 Billboard Mockup


Final Presentation Deck Submission




FEEDBACK


Week 7:
The website content is not complete enough, and the sports image design of Mamee Monster needs to be further improved. At the same time, more logo layout schemes can be tried to enhance visual appeal and brand expression.

Week 10:
The fonts of the website and the promotional video need to be unified to ensure the overall style is consistent. The classic Mamee brand elements need to be incorporated to continue the traditional recognition of the brand. In addition, the color matching of the website should be richer to enhance the user experience; the auxiliary graphics of the packaging also have room for improvement and can be more visually attractive and practical.

Week 11:
The classic Mamee logo needs to be added to the website and packaging to enhance the brand's heritage and recognition. As a food packaging, necessary information such as the ingredient list needs to be supplemented. At the same time, the content design of social media needs to be further improved, not only focusing on visual effects, but also clarifying the function and communication purpose of each post. The layout of the promotional video needs to be more coordinated and unified, and the Mamee logo should be added at the end to strengthen the brand impression.

Week 12:
When posting social media posts, pay attention to the order of content: first release the brand preview, then reveal the brand name, mascot and slogan in sequence, then warm up the product formula, then show the brand logo, and finally present the packaging design and peripheral products. At the end of the promotional video, add the brand's official website URL to guide users to learn more about the product.

REFLECTION

Experience:
Throughout the project, I focused on reinventing the classic Mamee brand and creating a new ActiveBite identity. This includes everything from designing brand identity and supporting graphics to planning and execution of online and offline touchpoints. I tried to integrate the needs of the modern healthy snack market while retaining Mamee’s classic elements so that the brand is both sentimental and caters to the aesthetic and lifestyle of modern consumers. During the advancement of each link, I encountered some challenges, such as how to unify the visual style, optimize the order of content, and ensure coordination between various touch points.

Observation:
Through feedback from mentors and peers, I realized that consistency and logic in design are crucial to brand presentation. For example, inconsistent font styles on the website and promotional videos will affect the overall brand image, while failure to properly arrange the order of social media posts will weaken the communication effect of the message. In addition, the addition of details, such as the ingredient list of food packaging and the addition of the classic Mamee logo, can significantly enhance the professionalism and credibility of the brand. These observations made me understand that the coordination of details and overall layout is equally important and cannot be ignored.

Findings:
During the repeated polishing of the project, I discovered that brand remodeling is not just an update of the visual design, but also a process of conveying the brand story and values ​​through every touch point. By improving touch points such as the website, videos, packaging, etc., I successfully combined Mamee’s classic image with ActiveBite’s modern health concept. Additionally, I learned how to maintain a consistent style across different mediums while adapting content to the needs of my audience, ensuring each design output is maximized. This experience gave me a better understanding of the strategy and coherence behind brand design, and also provided me with valuable experience for future design projects.

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