The objective of this project is to develop an advertising campaign concept for Remedy's kombucha product, specifically targeting a younger adult audience. The concept will be showcased in a full-page magazine spread. The design will incorporate high contrast colors and adopt a vibrant Risoprint/Pop Art style.
In accordance with the brief, the intended target audience for this campaign was identified as younger adults or soft-drink consumers. To effectively engage this demographic, I decided to embrace a cartoonish and quirky art style. The goal was to infuse the brand with personality, as the packaging lacked distinctiveness. To achieve this, I chose an unconventional and outlandish subject matter. By employing a visually captivating art style and incorporating fun and attention-grabbing content, the campaign aimed to capture the interest of the easily distracted youth.
The client's single-minded proposition (SMP) was centered around the idea that their product is not only beneficial for daily consumption but also irresistibly tasty. To kickstart the creative process, I embraced a free-flowing approach, generating a multitude of ideas. From this extensive pool, I honed in on the most compelling concepts that aligned with the SMP. These chosen ideas then underwent further iterations, ultimately forming the foundation for the final concept.
While health was a key theme I wanted to explore, I sought to elevate it to extraordinary levels, drawing inspiration from the exaggerated claims often associated with energy drinks and soft drinks. I aimed to tap into that spirit by creating concepts that depicted individuals reliant on the product to survive. The chosen designs revolved around three characters: a diver, an astronaut, and a high-altitude mountaineer, each facing life-threatening situations without the aid of the product.
For the art direction, I was captivated by the distinct aesthetic of Risoprinting, a Japanese stencil technique known for its layered appearance. This technique introduced a gritty texture to the prints, which I found appealing. To accentuate specific details within the artwork, I incorporated elements inspired by the Pop Art style, enhancing the overall visual impact of the designs. The combination of Risoprinting and Pop Art details resulted in a highly striking and visually captivating final design.
