Creative Brand Strategy - Task 02
24.09.2024 - 29.10.2024 (Week 1 - Week 6)
Sorcha Griselda / 0353056
Creative Brand Strategy / Bachelor of Design in Creative Media / Taylor's University
Task 02: Ideation & Design Direction
INSTRUCTION
LECTURES
Lectures 01 - 04 are located in
Creative Brand Strategy - Task 01.
Task 02: Ideation & Design Direction
Ideation
As I worked on the proposal, I began preparing for the task by organizing my
thoughts. I created a Google Doc to write down my initial ideas and started
a Pinterest board to gather inspiration for the design direction. This
helped me keep my thoughts fluid, acting as a space to let ideas develop.
But I was struggling to settle on the right visual style for the campaign as
I wanted something clean, yet still warm and inviting without being too
bold.
Figure 1.1 Campaign Information Ideation Process | PDF
Once the rough ideation of the campaign has been determined, I refer back to
my customer journey map since the touch points identified there will be
essential in guiding the campaign's strategy. These touch points will keep
the project aligned and ensure a consistent experience throughout.
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| Fig 1.2 Customer Journey Map |
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| Fig 1.3 NyamNyam's Touch Points |
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| Fig 1.4 Pinterest Board | Link |
To better understand the context of my slides, let me just explain my
thought process of creating this campaign:
- Instagram: I want the Instagram feed to be dynamic and engaging, not just relying on portrait images which can quickly feel repetitive. To keep things fresh, I'll incorporate playful typography and vibrant colors to add variety and excitement to the posts.
- Website: The website will follow a similar approach, aiming for a clean yet lively design. It will maintain a balance—visually appealing without overwhelming the user, making it easy to navigate while still capturing the brand's fun spirit.
- Campaign Posters: For the posters, I've taken inspiration from two key visuals that set the tone for the campaign. These elements will be carefully woven into the design to reinforce the brand’s identity while keeping the messaging clear and consistent.
- Tote Bag: Tote bags are a great way to spread positive messages. They’re not just practical for everyday use, but they also serve as a personal expression, reflecting someone's style and preferences. This makes them a perfect fit for showcasing NyamNyam’s brand values.
- Counter Display: Creating an eye-catching counter display helps put NyamNyam’s new brand identity front and center in stores. It acts as a visual anchor that draws attention to the product, making it more appealing to customers.
- Coupons: Initially, I thought vouchers would be the best choice, but I refined the idea further to better suit the campaign's vibe and audience, considering a more creative approach that aligns with the brand’s playful nature.
- Sticker + Pins: These small merchandise items can showcase playful doodles, colorful graphics, and witty taglines, aligning with the campaign’s goal of making healthy snacking fun and approachable.
Design Direction
- Color Palette
- I started by exploring colorhunt to discover the perfect color palette for the NyamNyam rebranding. I concentrated on selecting lively and cheerful colors that would highlight NyamNyam as a wholesome snack choice for families, aiming to capture a sense of fun and healthiness in the new design.
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| Fig 1.5 First Color Palette |
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| Fig 1.6 Second Color Palette |
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| Fig 1.6 Third Color Palette |
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| Fig 1.8 Final Color Palette |
- Logo
- For the NyamNyam logo rebranding, my design direction draws inspiration from a blend of clean + minimalist, and curvy + playful typography styles. This combination aims to create a brand identity that is both modern and approachable, reflecting the idea of a fun yet wholesome snack.
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| Fig 1.9 Clean + Minimalist |
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| Fig 1.10 Curvy + Playful |
- Typography
- I experimented with a variety of typefaces to find the perfect one for the NyamNyam rebranding. My goal was to select fonts that are visually appealing and engaging, so it was crucial to choose a typeface that was not only classy but also had enough character to stand out and draw the viewer's attention and maintain readability.
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| Fig 1.11 Typography Tryouts #1 |
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| Fig 1.12 Typography Tryouts #2 |
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| Fig 1.13 Typography Tryouts #3 |
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| Fig 1.14 Final Typography |
- Photography Style
- For this campaign, I aim to incorporate realistic photography style. The photography will aim to make NyamNyam look irresistible and inviting, emphasizing a combination of bright colors, simple layouts, and relatable lifestyle elements to reinforce the brand's identity as a fun and healthy snack choice.
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| Fig 1.15 Photography Style References |
- Graphic Elements
- For the NyamNyam rebranding, the graphic elements will feature a playful and lively doodle style. This choice adds a sense of fun and creativity, which appeal to both children and adults.
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| Fig 1.16 Doodle Graphic Elements |
After receiving feedback from Ms. Lilian, I took her advice and made
adjustments to my presentation slides, tweaking them where I felt they
needed improvement.
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| Fig 1.17 Process of Slides Making |
One of the major areas she highlighted was the packaging, which I had
initially overlooked. So, I jumped on a deeper dive into finding the
perfect visual references for NyamNyam’s new packaging. I began
exploring a range of sources—Pinterest boards and Behance to get a feel
for what would best capture the playful and healthy essence of NyamNyam.
I wanted the packaging to reflect both the fun and the nutritious nature
of the snack, so I paid attention to everything from color palettes and
illustrations to typography and layout. This research phase became an
exciting journey in itself, as I started piecing together visual
elements that could transform the packaging into something that truly
represented NyamNyam: fun while also still clearly conveying its
wholesome, healthy side.
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| Fig 1.18 Packaging Moodboard | Link |
CBS: Task 2 by Sorcha Griselda
FEEDBACK
Week 04 (15/10/2024)
Feedback
- Look back on your merchandises, especially on the postcard
- Plan on how many poster designs you are going to do
- Update the website references, such as the home page, product page
- For the video, maybe it's better to stick with the kinematic and typography style as it is more doable
- Update the moodboard, just showcase and paste up images of the art direction
- Think whether if you are going to stick with the available flavours (3) or if you are going to launch a new one, then you can direct back to the colour palette
- For the logo, try to explain the concept of the typography (the curvy one and the more clean one)
- Maybe try to use sans-serif for the heading, but good choice for the body text (Rockwell)
- Do the typography comparison on InDesign
- For the graphic elements, just stick with the doodle drawing to add as a decoration (which is a popular graphic elements at the moment)
Next Plan of Action
- Update on the canva slides and show a clearer design direction
Week 05 (15/10/2024)
Feedback
- Don’t forget to include the packaging ideas
- For the merchandises, it’s a bit weak and it’s better if u grouped the poster card and stickers (explain how it correlate with the campaign)
- The typography is quite good (but still can be updated in case it doesn’t look good on task 3)
- Include more visual references for the photography style
- Explain more on the details of the social media contents (Post 1: “what content”, Post 2 and so on)
- For the poster touch points, can be mixed of both online and offline (static and motion graphic)
Next Plan of Action
- Start sketching out the logo and packaging ideas for Task 3
REFLECTION
Experience
Working on the NyamNyam Better Bite campaign was an exciting yet challenging
experience. I had to find a balance between rebranding the product and
promoting it as a healthy yet fun snack. Translating the concept into
visuals and messaging took time, but I eventually captured the essence of
what the campaign stood for—breaking stereotypes and positioning NyamNyam as
a wholesome, enjoyable choice.
Observations
During my research phase, I closely observed how other brands marketed
health-oriented products with a playful twist. This helped me understand how
to keep the tone light and engaging while ensuring the health message
remained clear. I noticed that the most successful campaigns used simple,
clean designs with pops of color to convey vibrancy without overwhelming the
consumer. This observation guided my approach, making sure the design
resonated with the fun side of NyamNyam while promoting its nutritional
value.
Findings
Through this process, I learned the critical importance of making sure the
visual design and core message of the campaign are fully aligned. The
development of this campaign forced me to think carefully about how every
element, from color schemes to typography—had to represent both health and
fun without one overpowering the other. It became clear that simplicity in
design often communicates complex messages more effectively, helping the
audience grasp both the product's benefits and its joyful, lively
personality.
FURTHER READING
Brand Touchpoints Overview
Brand touchpoints are any interactions that a customer has with a brand,
including both direct and indirect experiences. They play a critical role in
shaping the perception of a brand and building a relationship with
customers. These touchpoints range from advertisements, website
interactions, and customer service, to packaging and in-store experiences.
Importance of Brand Touchpoints
Each touchpoint is an opportunity to convey the brand's values, build trust,
and differentiate it from competitors. Strategically managing these
interactions can lead to stronger brand loyalty and a more cohesive customer
experience.
Creating Effective Brand Touchpoints
The creation of brand touchpoints involves understanding the target
audience, defining key moments of interaction, and ensuring consistency
across all channels. This includes using appropriate visuals, tone of voice,
and messaging that align with the brand's identity.
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