Client
Plain Vanilla
Service
Visual Identity, Conceptualisation, Packaging Design
Team
Abigail Khor (Brand and Marketing Manager)
Xin Rui Wong (User Research & Data Analyst)
Ning Yap (Art Director)
Brief
The brand needed a theme for the seasonal period, as Christmas marks the busiest time of the year. The concept will heavily revolve around all bakes, packaging, retail, and marketing assets.
Impact
After allocating with the campaign's performance and reviews, Plain Vanilla has gathered and made:
210% of revenue compared to the previous year
Successful collaboration with 4 SMBs
Over 120 postcards delivered from 3 stores
All 100 gift stockings sponsored for charity
This campaign had proved to be an unexpected success, as this was the first time Plain Vanilla fully embraced a charity initiative for Christmas. The company will be expected to conduct another donation next year as well.
During the pandemic
Due to the ongoing COVID season, meetings became restricted, with only limited visits allowed due to safety management measures.
Our goal is to revive the spirit of celebration, even in private and smaller gatherings as we emerge from the pandemic.
Delving into the need for a personalized, nostalgic look
Together, the team researched the traditions and origins of the Christmas - a time to gather with family and friends.
Familiar customs such as delivering postcards, placing milk and cookies for Santa, were ideas on how we can approach our strategy and look.
These simple and traditional objects from such activites were translated into bakes, graphics and packaging.
A stash of postal pattern, green ribbon, and a silver bell
For our retail products and bundles, each have their own unique appearance, tailored to their size and packaging.
Marketing initiatives
To accommodate the theme and connecting with one another, anyone can write their greetings through physical postcards made available across our stores.
For just $20, customers can sponsor a Christmas stocking as a gift for children who can't be home this Christmas, with a note they wish to write on.
In collaboration with Woods in the Books, Meri Meri, Oh Happy Fry, and the Sowing Room, each stocking were sewn and thoughtfully filled with presents for children aged 8 years and under.
All proceeds were delivered to Boys' Town Sanctuary Care and National University Hospital.
Learnings
As the lead designer for this campaign, it was a new and exciting challenge, being the largest project of the year with a tight deadline. Juggling this with other ongoing projects made it even more demanding.
Despite this, it was a deeply rewarding experience, as it helped me to focus more on making a meaningful impact for those in need.
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