A work in progress I made for a group project to plan the event: Temple Advertising Department Awards.
More coming soon!
Brand Launch: Chakra Beverage
NAME: ChakraCREATIVE THEME: Chakra will be positioned as an experience, one that is able to aid a person in achieving an inner balance and a type of spiritual enlightenment, alleviating tension from the daily grind and evaporating all anxiousness within. Chakra, the beverage, will be said to be able to align a person’s chakras.
VISUAL DESCRIPTION: (please see visual aid) Chakra will be packaged in tall glass or plastic bottles, very much shaped like a wine bottle. The bottle will be slim overall, with a gradual narrowing in width at the neck, as well as slightly at the base, but more bulbous in the middle. On the glass bottles, the opening will be a swing top, often found on glass bottles of mineral water. The plastic bottles, however, will have a twist off cap. All bottles will be tinted to be a translucent cobalt blue color.
WHERE + HOW: Chakra will be sold in somewhat unique locations, such as food co-ops, independently owned spiritual boutiques, organic grocery stores (such as Whole Foods, Trader Joe’s), and at some farmer’s markets.
ONLINE TACTICS:
“Aligning the Balance Within”
• Game = Brand Relationship
• E-cards = Brand Awareness
• E-mail (get daily meditation quotes) = Brand Relationship
• Texting (to friend/to self) = Brand Awareness & Relationship
• Yoga Posture Instructions = Brand Relationship/Benefits
• Shaman Webcast = Brand Relationship/Benefits
• Videos = Brand Relationship/Benefits
• Wallpaper = Brand Relationship/Benefits/Awareness
• Screensaver = Brand Relationship/Benefits/Awareness
• Dashboard Widget = Brand Relationship/Benefits
Integrated Branding: Green Ink
My creative strategy for Green Ink is to create a fusion effect, and combining elements from two different realms. The primary elements used are that of edgy Americana. The secondary elements used, however, are eastern exotic. Combining these elements successfully will create a feeling of a worldly adventure for the target audience, while still keeping a sense of the comforting attitude that they are used to. My initial goal was to integrate this fusion feeling into all types of media, beginning with the mood board, and then following through into the billboard and the website as well. To enhance this fusion effect, I wanted to select my color palette and fonts carefully. So I made my selections based on hoping to reflect this fusion effect best. For the palette, I selected colors that were versatile for both sides. For the fonts, I selected one that reflected the eastern feel, one that reflected American edgy, and one neutral font for body copy. I also collected images that would influence my later decisions made in this project, knowing that I could also make use of them as well.The end result of my strategy was in fact successful, in both planning and through execution. I was able to use a consistent theme throughout this project, utilizing the same colors, fonts, logo, and images.
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