The goal of this marketing project was to develop a digital brand for a new online business based on a protein bar that has stress-relieving properties. My group came up with the brand Joyfull which aims to market protein bars that are healthy, affordable, delicious and fills people with joy. The outcome was a product background report, a strategic digital plan and a mock-up of the website's landing page.

THE TEAM
Amy Chau, C Ber, Evan Giannoulas, May Phan, Trisha Vincent 

Market Research: Initially, secondary research was conducted on stress, the competitive landscape and potential consumers to decide what our product would focus on. For further in-depth research, I was in charge of investigating the current digital trends regarding e-commerce and social media to inform our chosen product's strategic digital plan.

Ideation: From the research we conducted, we each pitched an idea of what our protein bar could be and decided collectively on the concept.

User Research: To clearly define our target market for the protein bar with personas and customer journey maps acting as supplements for a better understanding of their potential wants and needs from the product.

Strategy: In terms of the plan, I led in determining and justifying the pricing for our protein bar product and developing the digital marketing timeline based on our decided tactics and metrics.

Design: This involved helping to design the packaging of our protein bar and creating a landing page mockup of the Joyfull's website, ensuring that it clearly relates to the brand identity we developed throughout the project. 

Documentation: Additionally, to writing and proofreading the report, I ensured the visual design communicates the brand identity throughout with the use of similar colours and fonts while maintaining its readability.