OUGD603 - Brief 05 - Wholesome Campaign

As well as a new range identity and packaging, the brief also required a campaign behind it. To begin the development of the campaign, a landing page was developed. 

The landing page is the main focus to launch this new range of chocolate and will determine the design outcomes for the whole campaign. The range, named Wholesome Range after feedback determined that that was the most appropriate, has a very typographic heavy design and this element was continued from the packaging. Some initial concepts include the use of the brands colours.

 

After receiving feedback, this design was deemed un-engaging and didn't represent the free from product It was suggested to bring in the texture of the packaging. It was suggested as well to decide on a brand colour for the range of chocolate tomato it recognisable, but avoid using green as it is overused.

The stock used for the packaging was scanned in and experimented with. To determine a colour for the range, triadic colours were experimented with using the brands pink. These outcomes were far more engaging and the blue sits well with the textured paper and doesn't have as much of a contrast as the yellow.

Although the texture worked well with the design, the beige colour was very un-engaging, so to avoid this the image was edited and inverted to match the brands brown colour.

 

The more textured brown worked well against the blue colour and gives the overall range a much more organic appearance. This design was then carried forward into material appropriate for Instagram. To introduce each new flavour, a gif was created with each flavour name.

Each flavour name are placed in the brands brown, as using the flavours colours don't compliment the foil finish on the packaging, and the over use of colour was making the image overwhelming.