Campaign Strategy for Launching Camel’s New Sub-brand

Creator

Advertising Design: Chan, Ho Tong 陳灝棠 -- Chan, Yuet Ting 陳越庭 -- Hui, Hoi Lun -- Lau, Tsz Lok -- Lee, Chun Lam 李俊霖 -- Man, Nim Lin

Product Design: To, Ka Wing, Jody 陶嘉潁 -- To, Wai Tsz

Environment and Interior Design: Fang, Xinyong -- Lee, Ka Chun, Clarence 李嘉峻 -- Lin, Renxian 林仁賢 -- Pang, Man Lok, Matthew 彭文諾 -- Wong, Tsz Shun, Jessie 黃芷淳 -- Yuen, Siu Faat

Title

Collaborator

Yip’s Camel (Hong Kong) Limited

Subject

Advertising -- Design -- Exhibitions

Industrial design -- China -- Hong Kong -- Exhibitions

Interior decoration -- Design -- Exhibitions

College graduates

Date Created

2021-06-17

Relation

PolyU Design - Cooperative Projects

Format

Photographs

Identifier

ASSD2021W05P001

ASSD2021W05P002

ASSD2021W05P003

Is Part Of

BA (Hons) Scheme in Design

Work-Integrated Education (WIE) - Cooperative Project

Description

Design brief

Camel was established in 1932 and has since become a leading manufacturer and marketer of solvents and inks in China, Hong Kong and Macau. To target the young segment of the home market, a new sub-brand will be launched with new products, including bespoke paint, DIY paint sets and craft sets. The brand aims to engage people to decorate and transform their homes themselves while enhancing their DIY experience.

To make the new brand relevant to young people, Camel tasked the students with market research and in-depth analyses and to propose an integrated campaign with a community strategy for the promotion of the brand and its products.

Design outcome

The students from this multi-disciplinary team were divided into two groups with different campaign directions – Artiste and Mastta. Team Artiste first identified a clear campaign structure, using short-term promotional ideas to increase brand awareness and drive the target audience towards a long-term consumer experience, resulting in future brand sustainability. The team developed a logo and tagline for the brand, ‘Come And Be An Artist!’, along with poster designs, a website, packaging designs, a mini outdoor promotional exhibition and a virtual museum, and proposed a flagship location for a permanent store.

Team Mastta’s design proposal was built on a bold, contemporary and vibrant tone and manner, with the tagline ‘Be Your Own MASTER’. The team proposed to launch the brand campaign in three phases: Phase 1 included a pre-launch promotion with interactive videos and the setting up of social media platforms; Phase 2 involved social media and in-store events; and Phase 3 featured an experiential store with furniture and wall painting workshops.

Both teams worked on new designs for the paint packaging and designed the kit sets with the necessary painting tools. They also produced 1:1 prototypes for testing and better visualisation.

Collection

PolyU Design Show 2021