Class Project, Branding, Packaging, Advertisement, Posters
BEYOU
BeYou is a health bar brand targeting active, vibrant millennial women. I designed the brand identity and marketing campaign that resonates with its social and dynamic audience.
1. Overview
The objective of this project is to develop a comprehensive brand identity for BeYou, an imaginary brand for an innovative health bar poised to make a significant impact in the market. The brand aims to appeal to "millennial women on the move," characterized by an active, vibrant, fun, and social lifestyle.
In addition to developing the brand framework, I am required to create packaging for the three flavors; mocha coconut and berry and a marketing campaign that effectively elevates the brand name during its launch. This campaign should emphasize the lifestyle aspect of the product, making it aspirational yet approachable for young women, thereby fostering a strong and engaging brand presence.
2. Branding
RESEARCH
Based on my research, I discovered that brands targeting millennials often adopt bold, vibrant, and quirky aesthetics. These designs frequently incorporate multiple patterns, squiggles, and doodles, which resonate well with the dynamic and expressive nature of this demographic. This insight guided my creative process, helping me to develop a visual identity that aligns with the preferences and expectations of the target audience.
LOGO
While designing the logo, I sought to incorporate a wide range of colors without the result appearing tacky or overly childish. To achieve this balance, I developed the concept of creating multiple versions of the logo. This approach not only allowed for a dynamic and colorful brand identity but also provided the flexibility to align the logo with different product flavors, enhancing brand recognition and appeal.
PATTERN
I developed a pattern designed to complement the logo and maintain a cohesive visual identity across the packaging. The pattern was carefully crafted to echo the logo's aesthetic, incorporating similar shapes, colors, and themes. This approach ensures that the packaging aligns seamlessly with the overall brand identity, creating a unified and visually appealing presentation that enhances the product's shelf presence.
TAGLINE
Drawing inspiration from the brand's name, BeYou, I created the tagline "The Best Version of You." This tagline is designed to resonate with millennial women, encouraging them to strive for self-improvement and to view the health bar as a step towards becoming the best version of themselves.
3. Designs
PACKAGING
POSTERS