AQ Department Materials
AQ Department Materials
Freelance client: art direction, creative ideation, copywriting.
Freelance client: art direction, creative ideation, copywriting.
iamamy
The objective was to provide the client some memorable campaign language and distinct key visual for their summer product launch. The brand had yet to be explored beyond the package design. This lead to a wide range of exploration including print, social and experiential ideation.
art direction | copywriting
Agency: Mixtape
Research has shown postcards are low cost and effective - a simple way to get the word out about this new product. Without actually giving the product away, the interesting and unique flavour profile could be unclear. What is Yuzu? What does cherry blossom taste like? The majority of the team had no idea.
This lead me to the exploration of using the ingredients as the focal point. This design gives the consumer and overview of the drinking experience without having to try the product.
This exploration targets Mellenials and Gen Z, who are inspired by nostalgia and brand aesthetic. We also created this as an option that would stand out from the sea of competition in this beverage category, boosting brand awareness.
This execution was all about tapping into peoples emotional connection with creating summer memories. This creative came with a fun brand activation - a sidewalk takeover selfie station! from loungers in the sand to beautiful sunset murals, all the things we love most about summer.
"SIP into summer" is a tagline I came up with for this campaign. Simple but effective — with dreamy imagery that evokes the feeling of summer moments where you can kick back with some friends and sip on your favourite bevy.
Final Client Approved Deliverables:
