Task 3

Week 6 -13
29.11.3024 -10.12.2024
Lim Jun Teng / 0362890
Creative Brand Strategy / Bachelor of Design in Creative Media 

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Instruction

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Lectures

Week 1 - 4 :Lectures Note

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Before starting the design for this campaign's logo, I conducted thorough research. From my findings, I learned that Cadbury's original style features rich, vibrant colours, bold phrases, and dynamic visuals to convey a blend of indulgence and energy.

For this campaign, I’d like to make a slight shift in style. The logo design will incorporate a typeface similar to Cadbury’s original aesthetic while adding some illustration elements to bring a unique and playful touch.

Below are some references I’ve gathered, along with initial sketches of the design:

Fig 1.1 References of Logo Design

Fig 1.2 Sketches of Logo Design

After completing the sketches, I wanted to ensure I selected the most suitable font that aligns seamlessly with Cadbury’s original logo. To achieve this, I compiled all my preferred fonts into a single comparison for evaluation. Ultimately, I found that PoetsenOne is the most suitable font for this design.

Fig 1.3 Comparison Logo‘s fonts

 I also made some adjustments by removing unnecessary elements to create a cleaner and more streamlined overall look.

Fig 1.4 Remove some element

This is my first version of the logo. It looked slightly unbalanced, so I made adjustments based on the feedback provided during the lecture.

1st Version:

Fig 1.5 First Version of Logo

After that, I shifted "Dairy Charge" slightly to the side, which made the overall logo look much more balanced.

2nd Version （Final Version）：

Fig1.6 Final Logo Design

After finalizing the logo, I began designing the touchpoints, starting with the packaging. I created several different versions of the packaging to explore various concepts.

Fig 1.7 Sketches of Packaging

Initially, I had finalized this version of the packaging, but it still felt like it lacked some of the brand’s signature style. As a result, I decided to make further adjustments.

Fig 1.8 First Version of Packaging

After discussing with the lecturer, I decided to revert to my initial approach and incorporate photographic elements into the packaging. This addition gave the packaging a more dynamic and dimensional look, while still retaining the brand colours to maintain its identity.
（Packaging actual size：226px X 280px）

Fig 1.9 Final Packaging Design

I started designing the merchandise, including a yoga mat and a canvas bag. Each of these items has two versions.
（Yoga mat actual size:600px X 1700px)

Fig2.0 Yoga Mat Design

（Canvas bag actual size:600px X 1700px)

Fig 2.1 Canvas Bag Design

This is one of my offline touchpoints—billboard. The original design looked like this, but I made some adjustments to the typography and layout.

Fig 2.2 First Version of billboard

This is the final outcome of billboard：
（billboard actual size：1055px X 295px）

Fig 2.3 Final Design of Billboard

Promo stand design looks like this
（promo stand actual size：900px X 300px / 1000px X 600px）

Fig 2.4 Final Design of Promo Stand

Here will start from my online touchpoints, and I will start from social media.

The original post had too much text and didn’t capture attention effectively, so I made some changes to simplify and enhance its appeal.

Fig 2.5 First Version of Healthy Tips Post

Fig 2.6 First Version of Product reveal post

Fig 2.7 First Version of coutdown post

And here are the final design for social media post：

Fig 2.8 Final Design of Social Media

This is my website design. Before finalizing the design, I realized I had missed adding a navigation bar to each page. Initially, it was overlooked, but I later added it to ensure a complete and functional design. 

Fig 2.9 Final Website

Digital Advertising is a GIF

Promotional Video 

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Touchpoints Mock-up

Offline Touchpoints Mock-up
Packaging Mock-up:

Fig3.0 Back Packaging (berry)

Fig3.1 Back Packaging (mint)

Fig3.2 Back Packaging (coconut)

Fig3.3 Front Packaging (berry)

Fig3.3 Front Packaging (coconut)

Fig3.4 Front Packaging (mint)

Billboard Mock-up:

Fig 3.5 Banner 1

Fig 3.6 Banner 2

Merchandise Mock-up:

Yoga Mat:

Fig 3.7 Yoga Mat 1

Fig 3.8 Yoga Mat 2

Canva Bag：

Fig 3.9 Canva Bag 1 （front）

Fig 4.0 Canva Bag 1 （back）

Fig 4.1 Canva Bag 2 （front）

Fig 4.2 Canva Bag 2 （back）

Promo Stand Mock-up:

Fig 4.3 Promo Stand 

Online Touchpoint Mock-up：
Social Media Mock-up:

Fig 4.4 Post 1

Fig 4.5 Post 2

Fig 4.6 Post 3

Fig 4.7 Post 4

Fig 4.8 Post 5

Fig 4.9 Post 6

Fig 5.0 Post 7

Fig 5.1 Post 8

Fig 5.2 Post 9

Fig 5.3 Social Media Mock-up

Website Mock-up:

Fig 5.4 Website Mock-up

Digital Advertising :

Fig 5.5 Digital Advertising GIF

Promotional Video:

Fig 5.6 Final Promotional Video

Final Presentation Slide

PPT Slide Link :Task 3

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Feedback

Week 6:

Task 3 is to execute my brand strategy, beginning with the product range logo. Since the main brand, Cadbury, may remain, I need to carefully consider how my product brand name will integrate with the existing Cadbury logo to ensure a cohesive look. This part should be completed by next week, using the principles I learned in BCI on logo construction and guidelines.

My product targets a health-conscious audience, so the product line logo should reflect this while aligning with Cadbury’s aesthetics. I should review my proposal to consider how the logo and visuals can communicate this brand purpose.

Week 7:
solid all the idea (packaging , website ……)

Week 8:
Independent study week

Week 9:
After discussing with the lecturer, I decided to revert to my initial approach and incorporate photographic elements into the packaging. This addition gave the packaging a more dynamic and dimensional look, while still retaining the brand’s colours to maintain its identity. Initially, I had finalized this version of the packaging, but it still felt like it lacked some of the brand’s signature style. As a result, I decided to make further adjustments. I began designing the touchpoints, starting with the packaging, and created several different versions to explore various concepts. This process allowed me to refine the design and ensure it better represents the brand.

Week 10:
Absent

Week 11:
The original post contained an overwhelming amount of text, which made it less engaging and harder to capture the audience’s attention. By simplifying the content and focusing on key messages, the revised version is much more visually appealing and effective in conveying the intended message. The changes have successfully enhanced its overall impact, making it more likely to resonate with viewers.

Week 12:
Everything is looking complete now, with just a few final adjustments to make. One of the key changes is ensuring that the navigation bar is present on every page, which was initially overlooked but has now been corrected. This addition will improve the user experience and make the website more functional. Additionally, I’ve noticed that the font in the promotional video needs to be updated to better match the overall design and branding style. These are the final tweaks needed to bring the project to its optimal finish, and once implemented, everything will be ready for launch.

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Reflection
Throughout this project, I have gained a deeper understanding of the importance of refining and aligning design elements with the overarching brand strategy. Initially, I focused on creating a logo and packaging that represented my product while staying true to the established brand identity. I quickly learned that while staying consistent with the brand is crucial, it’s also important to make adjustments based on feedback to ensure the final design is engaging and effective for the target audience.

One key lesson was understanding the balance between maintaining the brand’s aesthetic and incorporating new elements to add depth and dimension. For example, in my packaging design, I initially overlooked some aspects of the brand's signature style. After revisiting the concept and incorporating photographic elements, I was able to create a more dynamic and appealing design while keeping the brand's core identity intact. This taught me the importance of flexibility and the need to experiment with different concepts to find the most fitting solution.

Another important insight was the necessity of simplicity in communication. I had initially created a promotional post with too much text, which made it overwhelming for the audience. After simplifying the content and focusing on the core message, the post became much more engaging. This reinforced the idea that effective design is not just about aesthetics but also about clear and concise messaging.

I also learned the value of attention to detail, especially when it comes to the user experience. Small adjustments, such as adding a navigation bar to the website and ensuring consistent branding in the promotional video, were crucial in enhancing the overall functionality and cohesion of the project.

Overall, this course has taught me the importance of being open to feedback, making iterative improvements, and ensuring that every element of a project aligns with both the brand’s identity and the needs of the audience. These experiences have helped me refine my design process and have equipped me with the skills to execute a cohesive and impactful brand strategy.