In this project, me and my group mates are require to rebrand Ligo Raisin's brand and create a campaign strategy. 

I am the leader of this project, so I am responsible to oversee all the works, distribute tasks and create video commercial idea and storyboard. 

REQUIREMENTS :

- Create new logo 

- Create new packaging

- Create brand book

- Create creative brief

- Create campaign strategy

- Create social media advertisements

- Create video commercial storyboard

Problem Statement : Younger generation refuse to consume raisin as they think that raisin is processed and artificially made. Therefor, it's not healthy.

Target Audience : Younger generation who believe raisin is artificially made and not healthy.

Campaign Strategy : To promote that raisin is naturally made and contains lot of natural benefits. Therefor, it's healthy.

Creative Brief  : 1930s retro style is what we will maintain and adding some modern style to create a fun and modern nostalgic style to the brand. 

Tagline : Naturally Better !

For the new packaging design, we design it according to the campaign's color palette. In the middle of the packaging we decided to make it transparent so that the public could see how the raisin looks like and the color of the raisin before they decide to buy. 

For our advertising, we would go for illustration more. Therefor, we created an illustrated key visual

The last slides is video commercial storyboard we created for the brand. The storyline is below :

Green and purple grapes both going for a tan. They both came to this counter and the worker show them 2 options, 1 Ligo natural sunbath, 1 Artificial tan bed. The green grape imagining himself getting sunbath and decided to go with it. The purple grape is curious with green's decision but he decided to not follow and chose tan bed. After getting tan, they both become raisins, the golden raisin aka the green grape before become popular around people because he contains lots of health benefits while the dark raisin which is the purple grape before is shock with golden's popularity. Then the golden raisin jumps into the Ligo packaging and the dark raisin can only be shock.