CREATIVE BRAND STRATEGY - TASK 3

CREATIVE BRAND STRATEGY - TASK 3 （Week 6 -Week 13）

Ke Bo ZHI / 0362533

Creative Brand Strategy / Bachelor of Design (Hons) in Creative Media

Task 3

INTRODUCTION

LECTURE

Task 03：Campaign branding

Orion Fruit Candy has always been loved by consumers. With its delicious taste and unique fruit candy design, it has become a must-have choice for many people's childhood and daily snacks. In order to better cater to market demand and enhance the brand's modernity, we have comprehensively redesigned its brand image. From product logos to online and offline touchpoints, this update aims to bring consumers a brand-new brand experience. This work is a continuation of the first task and the second one.

1.Product logo

When redesigning the logo of Orion Fruit Candy, we combined modernity with the classic elements of the brand. The new logo uses a simpler and more modern font, and adds a smooth curve design, symbolizing the softness of the outer layer and the richness of the inner layer of the fruit candy. The color matching of the logo has also been optimized, with brighter fruit colors as the main color, which increases the visual impact and reflects the diverse taste and vitality of the fruit candy. In this way, we hope to convey the brand's freshness and healthiness while retaining the brand's affinity.

2.Graphical elements

The update of graphic elements has greatly strengthened the brand's recognition and unity. We used simple fruit patterns, flowing candy shapes and bright colors to create a unified visual language. Through the repeated use of graphic elements, consumers can easily identify Orion Fruit Candy, whether it is an advertising poster or a social media platform. The diverse use of these elements makes the brand image more vivid and dynamic, and also meets the visual and emotional needs of modern consumers.

1.1 Lemon Flavor Guo Zi Tang

1.2 Blueberry Flavor Guo Zi Tang

1.3 Apple Flavor Guo Zi Tang

1.4 Lychee Flavor Guo Zi Tang

3.Online Touchpoints

Social Media

Social media is an important channel for establishing emotional connections with consumers. We optimized the social media strategy of Orion Fruit Candy, focusing on establishing interactions with young consumers on the platform. Through creative content such as short videos, user-generated content (UGC) and interactive challenges, we convey the brand's vitality and joy to a wide audience. At the same time, through advertising on social media, we can accurately reach the target group and increase brand exposure.

2.1 Poster 1

2.2 Poster 2

2.3 Poster 3

2.4 Poster 4

2.5 Poster 5

2.6 Poster 6

2.7 Poster 7

2.8 Poster 8

2.9 Poster 9

2.10 mockup and post on the Instagram

Website

The redesigned Orion Fruit Candy official website pays more attention to user experience and visual effects. The website adopts a fresh and bright design style. The homepage uses large product displays and dynamic visual elements to allow visitors to feel the brand's vitality and deliciousness at a glance. The official website also adds an online shopping function, where consumers can directly choose their favorite flavors and get the latest promotion information.

2.11 the main view of the website

2.12 the view shown on the laptop

Email

By sending creative emails regularly, we convey the latest product information and promotions to our loyal customers in the form of questionnaires. Each email caters to a concise and clear design, combined with personalized content, to ensure that every user has the opportunity to provide feedback in a timely manner. At the same time, we provide customers with exclusive discounts and new product tasting opportunities through email, which enhances user stickiness and brand loyalty.

2.13 survey of the brand

2.14 email sent on the laptop

Promotion Video

In order to better showcase the product features of Orion Fruit Candy, we produced a creative promotional video. The video uses lighthearted background music and dynamic images to showcase the various flavors of fruit candy and its unique fruit core design. Through vivid scene display, the video allows consumers to feel the delicious and pleasant experience brought by Orion Fruit Candy and stimulate their desire to buy.

4. Offline Touchpoints

Packaging

The new packaging design is modern and simple. The bright fruit color and simple pattern allow consumers to find Orion Fruit Candy on the shelf at a glance. The packaging uses environmentally friendly materials, which not only meets the brand's commitment to sustainable development but also conveys the brand's attention to health and environmental protection. At the same time, the brand elements on the packaging are clear and unified, allowing consumers to easily identify the brand and enhance brand recognition.

2.15 the split-up of package

2.16 the box of package

Advertisement

In the redesigned advertisements, we focus on the presentation of scenes, mainly station advertisements, so that consumers can directly associate with the joy and satisfaction brought by Orion Fruit Candy. Whether it is an outdoor billboard or a TV advertisement, the advertising content is based on youth and vitality, attracting the attention of the target group through creative visual effects and effectively spreading the brand image.

2.17 campaign poster 1

2.18 campaign poster 2

2.19 campaign poster 3

2.20 campaign poster 4

2.21 Billboard 1

2.22 Billboard 2

2.23 Billboard 3

2.24 Billboard 4

Merchandise

In order to enhance the interaction between consumers and the brand, we launched peripheral products related to Orion Fruit Candy, such as representative badges. These peripheral products are not only an extension of the brand culture but also provide consumers with more purchasing options. Through the promotion of peripheral products, we have increased the visibility of the brand and attracted more fans.

2.25 medals

2.26 medals mockup

In-store Vision

In order to enhance the brand's in-store experience, we have redesigned the display of Orion Fruit Heart Candy inside and outside the retail store. The unified brand logo and graphic elements on the shelves, as well as the layout inside and outside the store make it easier for consumers to identify and find the product when shopping. At the same time, we also use large display lights and billboards outside the store to display the brand image and new products, providing consumers with a richer shopping experience.

2.27 promotion poster

2.28 store vision

FEEDBACK 

week 8

1. Reselection of fonts

First of all, the choice of fonts is crucial, which will directly affect the overall visual effect and brand communication of the packaging. It is recommended to choose modern, simple and brand-characteristic fonts. Make sure that the font is consistent with the brand positioning and the aesthetics of the target audience and avoid designs that are too fancy or difficult to read. Special attention should be paid to the readability and layering of the fonts so that they can be displayed well on different sizes and media.

2. Compactness of touch points

The design of touch points should be as simple and compact as possible. By reducing unnecessary elements, the packaging can be made more refined and the information can be clearly conveyed. For example, when typographical information, too much text should be avoided, and symbols or graphics can be used instead of some lengthy descriptions to achieve a more intuitive transmission effect.

3. Think about problems from different angles

When encountering design problems, try to re-examine the problem from different angles. For example, when choosing fonts, you cannot stick to a certain style but look for the right font based on the brand's emotions and core values. When encountering typography or color problems, you can find innovative solutions through reverse thinking.

4. Step-by-step design

The design process should be carried out step by step. First, you need to determine the font selection, which is the basis of packaging design. Then you can gradually determine the size, color, graphic elements, etc. of the packaging. Each link must be carefully considered to ensure that the previous design elements can lay a solid foundation for subsequent designs.

5. Accuracy of packaging size

The size of the packaging is very important. When determining the size, you need to ensure that all design elements can effectively adapt to different packaging sizes. It needs to be adjusted according to the actual physical space to avoid deformation or compression of fonts or graphics. It is recommended to determine the actual size of the packaging first and then infer other design elements from it.

6. Accurate design plan

It is recommended to develop an accurate design plan first, including specific goals and tasks for each stage. The design of online touchpoints should be completed first, and feedback should be collected on this basis for continuous optimization. Through communication with the team and customers, ensure that each step can be effectively promoted, and the final design is consistent with the overall strategy of the brand.

week 11

1. Video (30 seconds)

Real-size packaging display: The video needs to clearly show the real size of the packaging to ensure that the audience can see the proportions and design details of the packaging at a glance. It is recommended to use some close-ups and shots from different angles to enhance the three-dimensional sense and visual impact of the packaging.

Complete packaging structure display: Show all parts of the packaging, including the front, back, sides, top, etc., to ensure that the audience can fully understand the overall structure of the packaging.

Information completeness: Ensure that all necessary information, such as product name, ingredients, instructions for use, etc., are clearly visible and have enough space for layout to avoid information being too crowded.

2. Font and packaging design

Change fonts: It is recommended to adjust the fonts in the packaging to make it more consistent with the brand image and improve readability. The font selection should ensure that it can be clearly displayed at different sizes and backgrounds, especially around the fruit image on the box, to avoid the font being compressed or blocked by the image.

Fruit composition on the box: Adjust the fruit composition on the box to ensure that the fruit display is more attractive. You can consider rearranging the position and size of the fruit elements to coordinate with the brand name and other information to highlight the overall design sense.

Highlight the brand name: In the packaging design, it is necessary to ensure that the brand name is more prominent. The visual impact of the brand can be enhanced by increasing the font size, making the font bolder, or using contrasting colors.

3. Website layout

Real-size website design: The website page needs to ensure that the real-size packaging effect is displayed on different devices, especially the compatibility of mobile and desktop terminals. When designing, adaptability should be considered to avoid the packaging being stretched or distorted on different screen sizes.

Reserved space: When laying out the website, reasonable blank space should be left to avoid overcrowding of content. Especially in the product display area, it is necessary to ensure that the details of the packaging can be fully displayed, so more space needs to be reserved appropriately to enhance the user's visual experience.

Font and layout consistency: The font used on the website should be consistent with the packaging design to ensure the unity of the overall visual style. Avoid font styles that are too abrupt or inconsistent, affecting the brand image.

4. New slogan poster

Slogan font adjustment: For the new slogan poster part, the font needs to be modified to ensure that it is consistent with the overall design style. Adjust the size, thickness or shape of the font to ensure visual unity and brand consistency.

5. Use AE to create videos

Use After Effects (AE): It is recommended to use AE to create videos, especially in packaging and product presentations. AE can provide more animation effects and professional transition effects, which can make the video more dynamic and attractive. For example, use AE's 3D effect to show different angles of the packaging, or highlight the brand name through animation.

REFLECTION

1. Experience

In the process of designing creative brand strategies, my experience has made me deeply realize that design is not only a tool for visual communication, but also a carrier of brand values ​​and emotions. As a brand strategy designer, I not only focus on the market positioning of the brand but also have to consider how the brand design can establish a deep emotional connection with the target audience. My experience tells me that successful brand design is not just an impressive appearance, it should also be able to express the core concept and values ​​of the brand through every detail.

I have participated in many brand reshaping projects, especially in the fast-moving consumer goods and technology industries, where brands face fierce market competition. In these projects, design is not only a visual presentation, but also an extension of a strategic decision. By working closely with the design team, we jointly developed a highly recognizable visual system for the brand, including the brand logo, color scheme, font selection and graphic elements. These design elements are not just aesthetic expressions, they are closely linked to the brand's emotional positioning and value delivery, ensuring that every time consumers come into contact with the brand, they can feel a consistent and strong brand impression.

In addition, design also plays a vital role in the implementation of brand strategy. Through the dissemination of digital platforms and social media, design has become an important part of brand communication. For example, visual content design and advertising creativity on social media can quickly attract the attention and discussion of the audience. By accurately grasping the brand's visual language, we can make the brand widely recognized in the digital environment, thereby enhancing the brand's market influence.

2. Observation

In the process of observing market dynamics and consumer behavior, I pay special attention to how brand design affects consumers' cognitive and emotional responses. Through research on multiple brands, I found that design not only affects consumers' first impressions but also shapes the long-term image of the brand in the minds of consumers. When consumers come into contact with a brand, the design will first determine whether they are willing to continue to learn more about the brand, especially in the current era of increasing importance of visual culture, the power of design is particularly prominent.

Through observation of different brands, I found that successful brand design often has a high degree of unity and recognition. Whether it is visual elements, typography design, or brand language, successful brands can achieve extreme unity at all levels. This unity can help brands leave a deep and lasting impression in the minds of consumers, and this impression will continue to be strengthened in subsequent brand experiences. For example, some luxury brands convey a unique sense of high-end and sophistication through iconic fonts and design styles, thereby attracting target audiences.

However, my observations also led me to discover some design deficiencies, especially those brands that ignore the emotional needs of consumers. Some brands rely too much on traditional design elements but fail to innovate and adjust according to market needs, resulting in brand designs that appear outdated and unattractive. Therefore, in brand design, it is particularly important to maintain flexibility and innovation and adapt to the changes of the times.

In addition, the trend of digital design is also profoundly affecting the development of brand strategy. Many brands are gradually strengthening their connection with consumers through interactive design and immersive experience. This innovative design approach not only makes the brand image more modern but also enhances the brand's sense of participation and identity through interaction with consumers.

3. Findings

Through the summary of the design and implementation of creative brand strategies, I have come to some important findings, especially about how design plays a vital role in brand building. First, design innovation and brand consistency are the two pillars of a successful brand strategy. Brand design not only needs to be unique and stand out from many competitors but also needs to be consistent across multiple touch points to ensure that the brand forms a clear and strong perception in the minds of consumers.

Secondly, the brand design should be closely linked to the brand's core values ​​and mission. Every design decision should consider how to convey the brand's culture, ideas and emotions through visual language. For example, the design of environmentally friendly brands often expresses its sustainable development concept through green and natural elements, while technology brands may tend to adopt a simple and modern design style to reflect its innovation and forward-looking. This design is deeply in line with the core concept of the brand, which not only helps the brand establish an emotional connection with consumers but also enhances the brand's sense of identity.

I also found that the brand's design language should not only make breakthroughs in the visual level but also show its value in the user experience. In today's digital age, brand design is no longer limited to graphics and packaging, but extends to the design of websites, apps, advertisements and even the products themselves. This requires the design team to not only focus on aesthetics and creativity but also consider how to enhance the user experience through design. For example, through simple and easy-to-use interface design and smooth interactive experience, brands can enhance interaction with consumers and increase customer engagement and loyalty.

In addition, the design concept of social responsibility and sustainable development is also increasingly valued. Consumers, especially the younger generation, pay more attention to whether the brand is socially responsible and are willing to pay for brands that pay attention to the environment, social welfare or cultural heritage. Therefore, the sustainability of design is not only reflected in the selection of product materials, but also in the communication of brand image. By incorporating environmental protection concepts and social responsibility into brand design, brands can win deeper trust and support from consumers.