This group project, as part of the Branding course of my Master’s Degree studies, was to create a Brand concept. The first step was to choose the industry and market, and then write a proper positioning statement in order to define the target customers, their goal in using the brand, the points of difference and the reasons to believe.
Fast food does not go hand in hand with healthy food; however because of price, convenience or taste, it has become a popular choice among the population. We decided to create a new fast-food restaurant in Hong Kong, with the focus on promoting a healthy lifestyle.
Attention has been paid to how users will interact with this creative tool, as a dedicated app for this campaign could be a solution to make the artwork creation process as smooth as possible. The app allows one to create artwork from pictures in a catchy and original way, and user flow should be entertaining, with minimal options to tweak their own artistic creation.
The output is a canvas of 4 pictures, which has to tell a story, a moment of joy, great pride, success, and so on. This is also an opportunity to have fun and for people’s imaginations to go wild. The final artwork can be uploaded on the official Ray-Ban Douban page.
Ray-Ban is a well-known lifestyle and quality brand, having become extremely popular in American pop culture. One example is how iconic the Wayfarer and Aviator styles are. And this campaign must reflect this strong link between Ray-Ban and graphic Design. The two following design proposals share the same idea, which is to empower people to create storytelling word and image artworks, which should be fun, creative, engaging, and artistic.
In the first concept, users can create catchy artworks by the combination of words and images. A word can express an emotion, a place, or a statement, by choosing different pictures to illustrate it. The result is an eye-catching artwork, with matching of meaning and visual appeal. People are able to express themselves in a unique way by creating typographic visuals.
As previously noted, Ray-Ban has become part of American Pop Culture. Comics are also part of it and a great example of how you can tell a story through graphics and a few words. The second concept is based on this observation: people will be able to turn their pictures into Pop Art visuals, and create their four tables comics around the same idea of “I’m a Legend”.