Our task was to design a cohesive Integrated Marketing Campaign (IMC) for a sustainable product infused with CBD—a natural component of cannabis known for its therapeutic benefits without the psychoactive effects. The product needed to feature sustainable packaging and be tied to a meaningful event or initiative through multiple media channels. My group of three decided to create a CBD-infused loose-leaf tea that is all-natural and eco-friendly, blending vintage aesthetics with mystical and fantasy-inspired elements.
The project began with a collaborative brainstorming session where my team aligned on the project goals: creating a premium yet approachable brand identity for our tea, emphasizing sustainability and relaxation. We divided roles to ensure a smooth and efficient design process, encouraging feedback at every stage.
Initial research focused on understanding the tea market, CBD trends, and sustainable packaging practices. We aimed to create a brand that resonated with health-conscious consumers looking for a calming, natural product. Our findings highlighted the importance of vintage-inspired visuals paired with contemporary design elements to convey both authenticity and innovation.
Logo Design
1. Sketching Concepts: I started by hand-sketching logo ideas to explore different visual motifs.
2. Round One Digital Variations: I translated the sketches into digital concepts, experimenting with typefaces, symbols, and layouts.
3. Refining and Iteration: After feedback from my team, I refined the designs and narrowed down the options to a final concept.
4. Final Logo Design: The chosen logo embodied the vintage-meets-mystical aesthetic, using elegant typography and symbolic elements to evoke calm and wonder.
Packaging Design
1. Initial Sketches: I sketched concepts for the packaging, focusing on eco-friendly materials and functional design.
2. Tea Bag Design: We explored how the tea bags themselves could reflect the brand, incorporating custom patterns and labels.
3. Round One Digital Variations: I brought the sketches to life digitally, experimenting with colour palettes, textures, and layouts.
4. Final Packaging: The result was a beautifully crafted package that blended vintage charm with modern simplicity, featuring sustainable materials and rich visual storytelling.
The final designs were presented as a comprehensive brand package, including logo, packaging, and marketing materials. Each element was thoughtfully crafted to ensure consistency and scalability across different media channels.
The cohesive design and strategy successfully captured the essence of our CBD tea brand. By combining visual storytelling with a focus on sustainability and relaxation, we created a product that stood out in a competitive market. The campaign emphasized the importance of holistic branding, demonstrating how a unified design approach can elevate a product and its message.