So for this project, I got the instructions to create both a new image, as well as a new packaging box for melba toasts. My concept is called "T(O)ASTY".
Now, it's no secret that melba toast have an old-fashioned, kind of dusty and boring image, and that's exactly why I had the task to fix that. I did this by trying to appeal to a whole new audience with a younger, fresher and more modern look.
The people I was trying to approach with this, are in an age range from 17 to 33 years, have interest in social media and follow the trends around healthy/vegan lifestyles. This is the so called 'cornerstone' for my concept. I based my packaging of these vegan, vegetarian and trendy food lifestyles since these are big on social media and thus popular amongst the people I tried to reach.
Now I put this concept into reality by creating a healthy, natural but still fun look. The product is a bit expensive but I don't think that will appeal to people from said age, so I chose to not make it look 'exclusive'. I did this by using a cardboard like material for the box itself and also decided to draw the illustrations myself on a Wacom tablet and make them a bit more 'noticable' by using this style. One the box there can be found certain hashtags to try and both promote the product as well as approach the right people. This is a big part of the marketing strategy, which basically comes down to using foodie accounts, (vegan) influencers and other big accounts on Instagram to promote it, since that way it will directly get to the right people.
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