BFA Graphic Design 2022
For my final year project, I have decided to organize a brand launch event for a juice company targeting the local people of Punjab origin. During my research on existing juice brands and their strategies for reaching the target audience, I observed that none of them were incorporating the local/traditional taste that resonates with the Punjabi culture. As a result, I have taken the initiative to launch my own juice brand, infusing it with the essence of prestigious Punjabi traditions.
Logo Design
During the logo design phase, I created multiple options with different approaches, considering the local people's preferences. I focused on using vibrant colors and intricate designs to reflect the rich culture. Out of the choices, two were finalized – one with Romanized text and the other in Urdu/Punjabi font. After consulting with my project supervisor, she suggested opting for the Urdu/Punjabi font as it better aligns with the brand's goal of connecting with the local audience on a deeper cultural level, adding authenticity to the brand's identity.
Characters
The characters have been carefully crafted to personify each flavor and reflect typical Punjabi household personas. This creative approach adds an emotional appeal to the brand's marketing materials, connecting deeply with the local audience and evoking a strong sense of familiarity and nostalgia.
The characters' versatility allows them to be featured across various marketing channels, ensuring consistency and recognition throughout the brand's promotional efforts. Whether on packaging, posters, billboards, or animations, these characters play a central role in conveying the brand's identity and commitment to embracing Punjabi culture and traditions, making the entire design captivating and relatable to the target audience.
Mango:
The mango character as the Punjabi household father adds a relatable and meaningful touch to the packaging, strengthening the emotional connection with the audience and reinforcing the brand's commitment to local culture.
Orange:
The orange character represents the wise and elderly figure, akin to a grandpa, adding depth to the packaging and creating an emotional connection with the audience.
Pear:
The pear character personifies the sarcastic aunt in the family, bringing a playful and relatable touch to the design.
Strawberry:
The strawberry character represents a socially active and selfie-loving teenage girl, infusing a youthful and relatable element into the overall design. This creative choice deepens the emotional connection with the young audience.
Packing Design
For the packaging design, I explored two options:
Option one focused solely on showcasing fruits, lacking any unique characters. While it presented the product in a straightforward manner, it was considered average and lacked the eye-catching appeal that could draw consumers' attention.
In contrast, option two incorporated vibrant colors and featured exaggerated characters commonly found in Punjabi households. This creative approach aimed to resonate deeply with the local audience, allowing them to see themselves in these representations. By infusing a sense of familiarity and comfort, option two aimed to make consumers feel at home while enjoying the product.
Given the potential to create a stronger emotional connection with the target audience, option two was preferred as the final packaging design, reinforcing the brand's commitment to embracing local culture and traditions.
Packing material and its Shape
During my research on suitable packaging options for the juice brand, I carefully considered the environmental impact of different materials. I came across several articles discussing the adverse effects of polyethylene (plastic) on the environment, particularly regarding littering and its long-lasting presence in the ecosystem.
In light of this information and with a strong commitment to environmental sustainability, I made the decision to opt for packaging the juice in a carton box. Carton boxes are known for their biodegradability and ability to be easily digested by the soil over time. This choice aligns with the brand's values, promoting eco-friendliness and minimizing the impact on the environment, while providing a convenient and responsible packaging solution for the juice product.
I created two packaging options: one with a straw and the other without. The straw-free option promotes responsible consumption, reducing litter and waste, aligning with the brand's commitment to sustainability.
Poster Design
In the poster design, I have creatively incorporated the characters, each associated with their respective flavor, to add a lively and relatable touch. Utilizing vibrant and juicy base colors, the posters exude an inviting and fresh appeal, capturing the attention of the audience.
To make the posters more enticing, I have prominently featured the prices of the juices, offering customers a compelling reason to approach us and make a purchase. Additionally, I have used fruits as eye-catching elements, exaggerated the product's deliciousness and highlighted its natural goodness.
Moreover, I have included captions in Punjabi in the footer of each poster. By using Punjabi language, the posters resonate more deeply with the local audience, further strengthening the brand's connection with its target market. These Punjabi captions add a personal touch and create a sense of cultural belonging, making the posters feel more relatable and authentic to the local people of Punjab origin. The use of native language helps to evoke a sense of familiarity and pride among the audience, making them more likely to engage with and appreciate the brand and its products.
By combining these elements, the poster design aims to engage customers on multiple levels, from the relatable characters and vibrant colors to the tempting prices and appealing fruits. This holistic approach reinforces the brand's connection with the target audience and entices them to explore and enjoy the product.
Billboard Design
In the billboard design, we have strategically featured our juice boxes with their eye-catching characters and vibrant colors. This approach is aimed at capturing the attention of people driving on the road from a considerable distance. Whether it's placed in a subway, railway station, bus stop, or any marketplace, the bold and vivid visuals will stand out and draw the gaze of passersby.
By showcasing the juice boxes with their unique characters and using vibrant colors, the billboard design becomes visually engaging and easily recognizable. This creates a strong brand presence and helps build brand awareness among a diverse audience.
The placement of these billboards in high-traffic areas ensures maximum visibility and exposure for the brand. As people pass by, they will be enticed to explore the product further, increasing the likelihood of attracting potential customers and enhancing brand recognition.
Overall, the billboard design maximizes its impact, effectively reaching out to a wide audience and leaving a lasting impression on commuters and shoppers alike.
Social media Posts
For the social media launching posts, we have employed a creative approach. The characters are playfully peeking into the users' screens with funny Punjabi captions, generating a sense of excitement and curiosity among the audience. This tactic creates a suspenseful and intriguing experience, leaving users eager to know what is coming soon.
By using these engaging characters and humorous captions, the social media posts become interactive and shareable, encouraging users to like, comment, and share with their friends and family. This organic engagement helps in spreading the word about the brand launch and building a buzz around the upcoming product.
The suspenseful element in the posts piques the interest of the audience, making them eagerly anticipate the big reveal. As we gradually unveil more information about the brand and the product, the audience's anticipation grows, creating a build-up of excitement and anticipation leading up to the launch.
Facebook
Instagram
TVC Animation
Creating a TVC for the juice brand was a challenging task. I faced a crucial decision between shooting models drinking juice or opting for an animation featuring the same characters. Considering the limitations of being an individual thesis project and the potential cost and time involved in a live shoot, I decided to go with the animation option.
To create the animation, I utilized my expertise in 3D modeling and animation, as I was already working in that field at the time. I studied the principles of animation and used Adobe After Effects to give movement and life to the characters. Additionally, I leveraged my skills in 3D modeling to create and render 3D boxes for the animation.
By choosing the animation approach, I could effectively bring the characters and juice boxes to life in a cost-effective manner, while also trying to showcase the product in an engaging and visually appealing way. This allowed me to deliver a compelling TVC that aligns with the brand's identity and effectively captures the attention of the target audience across digital platforms.
