Ice Cream - Project Overview |
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This 'Company and Product' branding project was a module on the HNC Design for Interactive Media course (Higher National Certificate). The module was designed to enhance our awareness of branding and advertising in the cultural context. First a generic slogan was chosen to promote a product, service or brand. At this point the product and company ID was unknown. The product was then given by the means of a “lucky dip” system. The objectives was to unite the choose slogan with the randomly selected product, service or brand and devise a fictitious promotional campaign.
.The following objectives had to be met to promote this new fictitious brand; |
1. A trademark\logo which must include the slogan.
2. A ‘A3’ double page spread magazine advertisement.
3. A web site homepage.
4. A direct mail sample.
5. A web site banner for an associated web site. |
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The slogan chosen is:-
“Sugar & Spice and Cool as Ice”
The Product selected:-
“Toothpaste” |
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| Initially there was a potential problem with the slogan and the product, this was because of the use of the word ‘Sugar’ in the slogan, and sugar is not usually associated with tooth care. This problem was overcome by taking the unconventional approach of emphasising the natural fruit sugars used as flavouring in the manufacturing of this product, and as the content of the slogan lent toward children, so the obvious conclusion was to market the product as a children’s toothpaste.
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| Even then the health factor was a critical issue throughout this project and was highly influential the eventual outcome in the design, branding, and marketing campaign for this product. The project was filed with compromise throughout, while subtly targeting the parents who would buy the product, and making the product exciting enough to entice children into it being the product they mast have. |
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The following artwork were the eventual designs used in the final project. |
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| 1..The Logo Design for the 'Ice Cream Childrens Toothpaste' Product. |
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| 2. The Advertising Artwork for the Direct samples, the A3 Page Spread and the Web Banners |
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| 3. The Digital Photographic Artwork for the Project. |
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| 4.The Web Site Interface Atrwork. |
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