Creative Brand Strategy - Task 03

29.10.2024 - 11.12.2024 (Week 6 - Week 13)

Sorcha Griselda / 0353056

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

Task 03: Campaign Branding

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INSTRUCTION

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LECTURES

Lectures 01 - 04 are located in Creative Brand Strategy - Task 01. 

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Task 03: Campaign Branding

This task is a continuation of Task 01(B) and Task 02.

Quick Links Before We Start:

Pinterest Board | Link

Pexels (Free Stock Videos) | Link

Pexels (Free Stock Images) | Link

1. Logo

To begin with the logo design process, I started by conducting thorough research on Adobe Fonts to explore typefaces that aligned with my vision. I was specifically looking for fonts that struck a balance between clean, minimalist aesthetics and a fun, approachable vibe—qualities that reflected the moodboard I had created for the campaign.

Fig 1.1 Adobe Fonts

Once I had shortlisted a few typefaces, I moved into Adobe Illustrator to experiment with the chosen fonts. I spent time testing different layouts, arrangements, and placements to determine which design would work best as the campaign logo. This stage involved a lot of trial and error—adjusting kerning, playing with font weights, and exploring subtle variations in alignment to see what felt visually balanced and impactful.

Fig 1.2 Logo Progress

After finalising the logo design, I proceeded to create a range of variations to test its versatility across different applications. Creating these logo variations allowed me to evaluate how well the logo maintained its clarity and consistency, ensuring it could adapt seamlessly to packaging, promotional materials, and other branding assets.

Fig 1.3 Logo Variations

2. Graphical Elements

For my graphical elements, I aimed to create a playful, doodle-inspired aesthetic that would complement the overall tone and energy of the campaign. I wanted the visuals to feel fun and approachable, capturing a sense of creativity.

Fig 2.1 Graphical Elements

3. Packaging

For the packaging redesign, I started by exploring the target audience, brand identity, and current market trends to better understand what the design needed to achieve. My goal was to create something clean and modern, but still playful and fun to appeal to younger audiences and families. I began developing ideas, experimenting with bold yet friendly typography and a bright, inviting color palette that highlights the biscuits flavors. 

Fig 3.1 Initial Packaging Design | Blueberry Flavour

Fig 3.2 Initial Packaging Design | Chocolate Flavour

Fig 3.3 Initial Packaging Design | Strawberry Flavour

After getting some feedback from Ms.Lilian, I changed the initial design as it tend to look like a yoghurt cup. In order to make the product feel more appetizing and relatable, I included visuals of the whole wheat sticks, ensuring the design communicated its essence at a glance. I carefully refined the layout to strike the right balance—simple, eye-catching, and strong enough to stand out on the shelf. 

Fig 3.4  Packaging Design Process

Fig 3.5 Final Packaging Design | Blueberry Flavour

Fig 3.6 Final Packaging Design | Chocolate Flavour

Fig 3.7 Final Packaging Design | Strawberry Flavour

Fig 3.8 Final Packaging Design | Nutritional Facts

Fig 3.9 Final Packaging Design | PDF

4. Social Media

• Posts Feed
• During this phase of the project, I began by experimenting with the design direction using the resources I already had at my disposal. My approach involved a process of trial and error—mixing and matching various elements while ensuring that the campaign's colour palette remained consistent and cohesive. 

Fig 4.1 Social Media Feed | 1st Tryout

• After taking time to collect my thoughts and incorporating valuable feedback from Ms. Lilian, I managed to execute the social media content according to my original plan. Ms. Lilian’s input provided much-needed clarity, helping me refine my ideas and improve my workflow. For the most part, I stayed true to the concepts and strategies we had discussed during class sessions. However, I did make one adjustment by including one image-based post (poster mockup). I felt that this addition would enhance the visual storytelling aspect of the campaign and make the feed more engaging and dynamic. In the end, I created a total of 9 posts for the social media feed (1 - motion graphic, 1 - reel, 1 - carousell, 1 - promotional video). 

Fig 4.2 Social Media Progression

Fig 4.3 Social Media

Fig 4.4 Motion Graphic

Fig 4.5 Flavours Carousell

Fig 4.6 Social Media Feed

Fig 4.7 NyamNyam: A Better Bite Instagram Feed

Fig 4.8 Phone Mockup

• Instagram Reel
• As part of the campaign’s online presence, I created a social media reel to connect with audiences and boost the brand’s digital reach. To make the process more efficient, I used a clean and simple template from CapCut, which gave me a solid starting point to work from. I included a short, eye-catching clip from the promotional video to quickly draw attention and highlight the campaign’s core message in an engaging way. 

Fig 4.9 NyamNyam: A Better Bite Insta Reel

5. Promotional Video

For my promotional video, I aimed to create something that felt natural, inviting, and easy to watch. I wanted to ensure the content didn’t overwhelm or turn viewers away, while still capturing the essence of the campaign—a snack that’s both healthy and fun. To achieve this, I kept the editing simple and clean, focusing on a relaxed flow that aligned with the campaign’s tone. I also incorporated a variety of free stock videos, which helped bring the concept to life in a visually appealing yet approachable way. The result is a video that feels effortless, engaging, and true to the spirit of NyamNyam: A Better Bite.

6. Website

To begin developing the website, I started by designing the wireframes in Figma to develop the basic structure and layout. This step allowed me to map out the visual hierarchy and flow of the website, ensuring a user-friendly and intuitive design. Once the foundational layout was in place, I began filling it with relevant imagery, graphic elements, and text to bring the concept to life.

• Home Page

Fig 6.1 Home Page | Wireframe

Fig 6.2 Home Page | Final

• About Us Page

Fig 6.3 About Us Page | Wireframe

Fig 6.4 About Us Page | Final

• Products Page

Fig 6.5 Products Page | Wireframe

Fig 6.6 Products Page | Final

• Merchandise Page

Fig 6.7 Merchandise Page | Wireframe

Fig 6.8 Merchandise Page | Final

7. Campaign Posters

I started by brainstorming concepts that align with the campaign’s fun, natural, and health-focused identity. From there, I experimented with layouts, typography, and imagery to strike a balance between playfulness and simplicity. I focused on incorporating vibrant, earthy colors and engaging visuals that highlight the flavors while maintaining a clean and modern aesthetic. Through multiple refinements, I worked on ensuring the posters were visually cohesive, eye-catching, and effectively communicated the campaign message.

Fig 7.1 Poster Progress

Fig 7.2 Poster Design #1

Fig 7.2 Poster Design #2

Fig 7.3 Poster Design #3

Fig 7.4 Street View Poster Mockup

Fig 7.5 Public Space Poster Mockup

8. Merchandise

• Stickers
• The stickers were designed to be fun, vibrant, and eye-catching, reflecting the playful nature of the campaign. I focused on creating simple yet engaging visuals that highlight the product’s identity, using colorful illustrations and bold typography to make them appealing and versatile for various uses.  In total, I created four stickers design.

Fig 8.1 Stickers Progress

Fig 8.2 Sticker Design #1 | PNG

Fig 8.3 Sticker Design #2 | PNG

Fig 8.4 Sticker Design #3 | PNG

Fig 8.5 Sticker Design #4 | PNG

Fig 8.6 Sticker Mockup #1

Fig 8.7 Sticker Design #2

Fig 8.8 Sticker Mockup #3

Fig 8.9 Sticker Mockup #4

Fig 8.10 Sticker Mockup #5

Fig 8.11 Sticker Mockup #6

• Postcards
• For the postcards, I aimed to combine functionality with aesthetics. Each design showcases key visuals from the campaign, incorporating cohesive color palettes, and imagery to deliver a memorable snapshot of NyamNyam’s refreshed brand identity. These postcards serve as a subtle yet effective promotional tool, capturing the essence of the campaign in a compact format.

Fig 8.12 Postcard Design Progress

Fig 8.13 Postcard Design #1 (Front View)

Fig 8.14 Postcard Design #1 (Back View)

Fig 8.15 Postcard Design #2 (Front View)

Fig 8.16 Postcard Design #2 (Back View)

Fig 8.17 Postcard Design Mockup #1

Fig 8.18 Postcard Design Mockup #2

• Gift Voucher
• The gift voucher design focused on balancing practicality and visual appeal. I used clean layouts, engaging colors, and prominent branding to create an inviting and professional look. The design emphasizes NyamNyam's playful and wholesome identity while ensuring the voucher feels premium and gift-worthy.

Fig 8.19 Gift Voucher Progress

Fig 8.20 Gift Voucher Design | PNG

Fig 8.21 Gift Voucher Mockup

• Tote Bags
• The tote bags were designed as an eco-friendly promotional item for the campaign. I created two color variations—Beige with Dark Green and Green with Beige—using the campaign’s slogan and minimalist design elements to ensure they are both practical and visually appealing. These tote bags not only promote the campaign but also align with its modern, health-conscious brand message.

Fig 8.22 Tote Bags Progress

Fig 8.23 Tote Bag Design #1

Fig 8.24 Tote Bag Design #2

Fig 8.25 Tote Bag Mockup #1

Fig 8.26 Tote Bag Mockup #2

9. Final Presentation Deck

For my presentation, I chose to use Canva to incorporate the graphic elements from my campaign into the design. Unlike my previous tasks, I opted to design my own layout instead of relying on a template.

Fig 9.1 Slides Progression

FINAL SUBMISSION

Fig 9.2 Final Presentation Compilation Slides | Canva Link

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FEEDBACK

Week 06 (29/10/2024)

Feedback

• For the logo, maybe can try to incorporate the sauce-dripping thingy.
• Try to connect the typefaces for logo number 1.

Next Plan of Action

• Prepare the website wireframes.
• Prepare the post body images and also the stock images for the promotional video.

Week 07 (05/11/2024)

Feedback

• Don’t forget to credit the source for your video (include the credits at the end of the video).
• The wireframes look good (clean and simple).
• The final font looks good as it shows a fun and minimalist style of the rebranding.

Next Plan of Action

• Finalise the packaging design.
• Continue with the posters and Instagram designs.

Week 08 (12/11/2024) | Independent Learning Week

Week 09 (19/11/2024)

Feedback

• Design using the actual size (so can know the actual typography size).
• Change the flavour typography to something more simple and clean, as the first packaging design looks more like yoghurt packaging.
• Don’t forget to include the nutritional information, nett, barcode, and the halal logo.
• Create the flat packaging design with the exact sizes.

Next Plan of Action

• Finish the promotional video (min: 30 secs).
• Finish social media.
• Finish the design for merchandise.

Week 10 (26/11/2024)

Feedback

• Change the typeface for the beginning of the vid, include the logo on the video, and “a better bite”.
• For the last scene, include the tagline/copy “check the web...,” and direct them to other touchpoints.
• Simplify the design of the stickers.
• Adapt back the colour on the posters.
• Try to use illustrations/graphic elements on the postcard and take off the second idea.
• Tone down the secondary typeface.

Next Plan of Action

• Finish up the mockups.
• Show the progress of the socials.

Week 11 (03/12/2024)

Feedback

• Refine the socials.
• For the postcard, can use the photography element as it looks more interesting and use the cream-coloured background.
• Don’t forget to include the logo on the social posts and direct some of the posts to the website.
• Don’t forget to finish the tote bag and voucher design.
• For the 1st poster, take down the background typography as it does not work and play around with the flavours illustration.

Next Plan of Action

• Finish on the socials, mockups, reels, and video promotion.

Week 12 (05/11/2024)

Feedback

• Add in the web under the logo in the promotional video.
• Change the image of the postcards.

Next Plan of Action

• Change and finalise the postcard designs and promo video.
• Finish up on the final deck slides.

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REFLECTION

Experience

This task turned out to be a real rollercoaster—equal parts challenging and eye-opening. At first, I felt completely stuck and overwhelmed by the idea of rebranding a nostalgic snack like NyamNyam. I spent a lot of time second-guessing myself, wondering why I even chose this topic. It didn’t help that I didn’t have a clear reference point to guide me, and creative block hit me hard. I had to learn how to manage those moments, whether it meant stepping away for a while, being patient with myself, or just pushing through the frustration. On top of that, life threw its usual curveballs, but I managed to hang in there. It taught me that I can actually get things done, even when everything feels chaotic.

Observation

Throughout the process, I realised how crucial observation is in the design journey. Initially, I felt stuck because I couldn’t find designs that closely resembled what I envisioned for the campaign. However, by observing and analysing existing branding and packaging designs, I gained some valuable insights. I started identifying design elements that worked, such as colour choices, typography, and layouts, and slowly pieced together my approach. It reminded me that inspiration often comes from unexpected places and that observation is an essential part of problem-solving in design.

Findings

I also gained a new appreciation for the role of imagery and how much effort goes into making visuals. I spent hours editing and fine-tuning images and videos to match the look and feel of the campaign—things as small as adjusting a shade of mockups or cropping an image ever so slightly. This attention to detail taught me how impactful visuals can be in shaping a cohesive and polished campaign. I also found myself more immersed in colour theory than ever before, as selecting the right palette became a cornerstone of communicating NyamNyam’s playful yet health-focused identity.

Looking back, this task challenged me in ways I didn’t expect, but it also gave me the space to grow. There were moments of doubt, but finishing the NyamNyam: A Better Bite campaign showed me that persistence, feedback, and attention to detail can make all the difference. It’s been a lesson in balancing creativity with practicality, and I’ve come out of it with more confidence in my skills and a deeper understanding of the design process. It’s safe to say this experience pushed me further than I thought I could go, and I’m really proud of the result.

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FURTHER READING

10 Powerful Examples of Marketing

For my additional research, I chose to explore some of the top marketing campaigns of 2024. I wanted to understand what makes these campaigns stand out, from their creative strategies to how they effectively engage their target audiences. By studying real-world examples, I aimed to gain insights into the trends, innovative approaches, and storytelling techniques that contribute to successful marketing in today's ever-evolving landscape.

The article highlights standout marketing campaigns that effectively captured attention through creativity, data-driven strategies, and cultural relevance. Featuring brands like Barbie, Nike, Heinz, and Tinder, the article explores how insights into audience behavior and trends shaped successful campaigns. From innovative use of technology, such as AI and VFX, to leveraging social issues and emotional storytelling, these examples showcase what makes marketing truly impactful in today's competitive landscape.