The objective was to create a brand for an up and coming spice company based in South Africa. the look and feel of the product and brand had to appeal to mothers or the higher LSM, The look and feel would be clean and modern going away from the heritage of spices as its as this is what the competitors focus on. Key Elements needed to be Brand Identity, Bottle design, Packaging design, Key Visual & pop display for Brand awareness in the retail environment.
The creative direction for summer is conceptualised around the consumerwanting to get active again or has a new interest into fitness and health.
The campaign needs to mirror consumer lifestyle, with the new year approaching. We want to encourage the
new & current active consumers to purchase Maxed Apparel and Gear.
The campaign needs to speak to everyday people with everyday occasions.
As well as influence parents to make purchases for the kid’s preparing them for the new school year of fitness and activities that lie ahead.
The creative direction for summer is conceptualised around the consumerwanting to get active again or has a new interest into fitness and health.
The campaign needs to mirror consumer lifestyle, with the new year approaching. We want to encourage the
new & current active consumers to purchase Maxed Apparel and Gear.
The campaign needs to speak to everyday people with everyday occasions.
As well as influence parents to make purchases for the kid’s preparing them for the new school year of fitness and activities that lie ahead.
Identify the target audience and how to relate the campaign to the consumer to help drive sales
Illustrate a concept to best showcase back to fitness as well as shoot location and model styles.
Develop window Key visuals to be utilised for both fashion and core garments
Develop and showcase these key visuals in the digital space
ie. Online & social media platforms
The image look & feel will take place on a fresh and warm summer’s morning between 7 and 9am. The image will have
light leaks or a haze effect to help visualise a hot summer look.
Models need to be natural and every day women between the age of 18 - 30. Shoot styles to be varied as per everyday life, running, walking, cycling, boot camps etc.
We cater for consumers all around the country, so our images should speak out to these people. Having the same haze look and feel will keep the shots consistent.
Shoot locations: People’s Park, Giba gorge,and beach promenade.
• Campaign Concept
• Print & Digital Collateral
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