Joined Chobani in New York, NY as a UX/UI Design Intern for Digital Branding.
My Role at Chobani in Shaping a Unique Social Activation for Pumpkin Spice Enthusiasts.
UX/UI Designer
CPG
3 months
Overview
The Chobani Pumpkin Spice campaign aimed to capitalize on the seasonal craze for pumpkin-flavored products. The project focused on creating a cohesive and engaging brand experience through various visual and strategic elements.
Brand Analysis
Analyzed Chobani's existing brand identity and market presence, identifying opportunities to enhance engagement with the target audience.
Design Strategy
Developed a design strategy emphasizing vibrant and playful visual elements to appeal to Pumpkin Spice enthusiasts. The strategy aimed to position Chobani as a fun and innovative brand within the seasonal market.
Graphic Design & Branding Development
Visual Identity: Created new branding materials, including logos, packaging, and promotional content, using a retro-inspired aesthetic that resonated with the 70s' design elements.
Brand Messaging: Developed messaging that embraced the fun and quirky aspects of Pumpkin Spice culture, appealing to a specific demographic of enthusiasts.
Campaign Execution
Implemented the "Spice Check" concept, an interactive and engaging campaign that encouraged consumer participation through social media and in-store experiences at the Chobani Café.
Outcomes & Feedback
The campaign was well-received, generating significant social media engagement and positive feedback. The creative approach successfully heightened brand awareness and consumer engagement, with plans for future activations based on the insights gained.
Insights
This project emphasized the importance of aligning visual identity with brand messaging and audience expectations, showcasing the value of strategic creativity in marketing campaigns
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