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Bull**** Free Burgers
Branding - Packaging Design - Marketing
This project was to create a 360 campaign for a company selling plant-based burgers. For this, I designed the branding, packaging and marketing in the form of billboard ads, collaboration with restaurants and online groceries placements.
Branding
To start the project, I began by mind mapping out my branding. I did this to ensure that I was able to cover all of my company's USP's and ethos points through my branding and that each branding decision I was making was appropriate for the company.
Finished branding elements.
Packaging Design
To the left, you can view my justification for each of the elements features on the packaging. Below you can view my finished packaging design in flat format and also as a mockup.
The next step of the project was to create my packaging design. This needed to suit the intended purpose of the company as well as bring a new, interesting and quirky feel to plant-based foods (ie- not relying on the colour screen or traditional images of plants).
Marketing - Collab with Shake Shack
After my branding and packaging had been completed I moved on to creating my deliverables for the three types of marketing I had chosen. The first was to be a collaboration with the famous fast-food burger restaurant Shake Shack. Shake Shack is well known for its seasonal collaborations with other companies and has a demographic that very much fits my own. I decided it would be fitting to have this collab happen during #Veganuary to help regular meat-eaters try to eat more plant-based.
Here is my finished packaging for the collab, I created a series of packaging in the form of a bag, burger wrapper and two different sized cups. I saw that this kind of packaging was common with Shake Shack's other collabs and therefore would be fitting. (look through my packaging using the arrows).
Next I wanted to design a large digital screen which would feature within the Shake Shack restaurants partaking in the collab.
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Many Shake Shack restaurants have small tablet-sized interactive menus. I reappropriated my design to fit this purpose as well as the larger interactive screen - with an animation example of one of my designs.
Marketing - Bus/ Billboard Advertisements
The next form of advertising I had chosen for the project was to create a series of billboards, in the form of bus stop advertisements, and bus advertisements, in the form of both wrapped buses and T-Side buses. In terms of the billboards, I would place them outside places where members of my demographic are traditionally hungry - ie, outside gyms, pubs or other places of social gathering. This would increase the impulse to buy.
Here are the initial poster designs I created for my outside marketing, I thought these were quite fitting with the branding and company ethos.
To look through please scroll through the bottom images or use the arrows.
I next translated my design onto the wrap around the bus and T-side bus featuring some of the imagery used in the posters alongside some of the company catchphrases and slogans. Again quite a quirky design!
I then translated my selected designs into the proper 6-sheet billboard format and created some mockups.
Marketing - Amazon Fresh Sponsership
The final type of marketing I chose to create for this project was a sponsorship with Amazon's food delivery service Amazon Fresh. After researching online food deliveries I found that my demographic made up the majority of users and therefore this would be an appropriate way to market to them.
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