What do most people base their purchasing decision on when buying a consumable shopping good? Emotion. And, when surveying what most customers want that emotion to be, 83% responded: relaxed, happy, satisfied. Therefore when approached about working on the launch of a new health-food fitness-snack, we drew on our previous research within the category, and determined that the most successful form of market disruption would be producing an honest, witty, fun and health conscious identity.
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This product is all about delivering a healthy protein-packed product that is fun to eat anywhere -gym or couch. Therefore we created a story in which this amazing “space food" -derived from the space race era- is discovered and brought to the world by a budding entrepreneur -Igor. The story is witty, bordering on being overboard, as is the sub-branding such as the name “Bolshoi balls”. The abstraction of the design was a perfect fit to the fun personality of the products, as we researched and drew from Russian constructivism and packaging design of that era. The colors we chose were consistent yet bright and powerful, fitting perfectly with the constructivist patterns.
This product is all about delivering a healthy protein-packed product that is fun to eat anywhere -gym or couch. Therefore we created a story in which this amazing “space food" -derived from the space race era- is discovered and brought to the world by a budding entrepreneur -Igor. The story is witty, bordering on being overboard, as is the sub-branding such as the name “Bolshoi Balls”. The abstraction of the design was a perfect fit to the fun personality of the products, as we researched and drew from Soviet constructivism and packaging design of that era. The colors we chose were consistent yet bright and powerful, fitting perfectly with the constructivist patterns.
The marketing direction was to directly communicate with our target audience through focusing on social media. For this we created a campaign which tells our story. Stop motion imagery was employed which showcased the brand, product, and its attributes. Guidelines were set for the online store and messaging. A 3 year business strategy was created which focuses on exploiting the niche in the market and lays out pricing, future skews, marketing plans and budgeting.
