Julie's Biscuits - Hari Raya Love Letters (2017)

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Julie's Biscuits - What's Your Love Letter?

Hari Raya Campaign (2017)

For the first time in the history of Julie's Biscuits, their love letters tin have adopted a festive-themed approach for Hari Raya. For this project, my involvement covers Account Management for client liaison and planning, and copywriting in English and Bahasa Malaysia.

We took on this brief from Julie's biscuits to continue their "What's Your Love Letter?" campaign -- Hari Raya style! With a thorough understanding of the Malay-Muslim demographic and the nuances in Singapore and Malaysia, it was enjoyable to brief and work with the team on this.

Inspired by Islamic dome architecture and Moroccan-style motifs, we took on light-hearted take on the visuals infusing pastel hues for the Sampul Raya (green packets) - something Julie's wouldn't conventionally do. This was due to the fact that Sampul Rayas have gone on a modern overhaul in the recent decade and we were appealing to the younger masses to include the Love Letters part of their Hari Raya goodies staple.

For the front-facing side of the Sampul Raya, I crafted "Pantun Empat Kerat" (translated to "4 Stanza Poems") for each of the different coloured Sampul Rayas that centered on the themes of Forgiveness, Mending Relations during the blessed month of Ramadan, and Starting Anew.

Promotional Items Collaterals

The design team had produced several marketing collaterals such as A-Boards, customised block displays for display during roadshows and supermarket POS displays.