Wednesday, May 16, 2012
Minor Project
Environment media
Front View of the exhibition booth
Perspective View
Side view
Top view
Website Minor Project
Enter page
Homepage
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Tuesday, May 15, 2012
Final Year Project F&N Fruit Tree Proposal
FCM Media Innovation:
Final Year Project Proposal
Brand :
F&N Fruit Tree
Product
Category :
Food & Beverages
Information
·
Made with real juice and tasty bits. Fruit Tree is gaining popularity as
the unique juice you can eat.
·
It's a nutrition-packed drink for the healthy individual. Made with real
juice, Fruit Tree is rich in Vitamin A, C and E, without artificial
preservatives.
·
Fruit Tree is more than just juice. Tasty bits like Aloe Vera and Nata de Coco
make it a unique thirst-quenching drink.
Market situation
·
The market of fruit juice
products is currently in an intensive competition; there are a lot of existing
brands in the market, which are competing each other both directly and
indirectly.
·
The industry is growing very fast in recent years, at least 3 brands
have risen up in the marketplace and making the competition much more intense
than ever.
Issue and Problems
·
The fruit juice brands have become more innovative than ever to fight
for more sales share in the market to survive the competition.
·
The product line
Fruit Tree Fresh has the tag line “Any fresher, you have to squeeze it
yourself” which can be misleading, as the products are not made from freshly
squeezed juice.
·
Unclear
information given on the product packaging, thus consumers do not know what
kind of feature it actually provides.
·
Flavoring is no longer an added value in the fruit juice industry since
every brand has the same amount of flavors to choose from.
·
The branding is not strong enough to relate to its market positioning.
·
Brand loyalty of other fruit juice products is posing threat to Fruit
Tree.
Ideas/Concepts
·
Re-brand and re-position the company.
·
Brand promotional: Seasonal Promotions like introduce gift pack.
·
Change in advertising: A continuing character will be used in the
advertisements.
Sketches
Sketches
Greyscale mode dead city design
The motion of the fruit falling down from the sky
Sketches of orchard scene design
Giant meteor entering the ozone layer
Meteor crashed on the ground
Close-up shot of the people
Reflection of a sad girl stare at the city.
Reflection of a girl smiling
Pacman Concept Sketches
Pacman Concept
Trick or Treat
Pacman Maze
Strategy Board and Concept Board
Concept and Ideation
CONCEPT AND IDEA
Concept Board
CONCEPT AND IDEA
Direction (Big Idea) : Young & Vibrant
Concept : Vibrancy
- Introduced vibrancy concept TVC to convey the unique selling proposition of the
product.
- Create a concept that enable the consumer immerse in the environment to
persuade and establish the consumer perception towards F&N Fruit Tree juice to
boost up the sale.
Concept : Vibrancy
- Introduced vibrancy concept TVC to convey the unique selling proposition of the
product.
- Create a concept that enable the consumer immerse in the environment to
persuade and establish the consumer perception towards F&N Fruit Tree juice to
boost up the sale.
Strategy BoardMonday, May 14, 2012
F&N Fruit Tree Storyboard
Frame 1
Video : Showing the orchards comprise of fruit tree and tropical fruits.
Frame 2
Video : Showing a close up shot of the tropical fruit.
Frame 2Video : Showing a close up shot of the tropical fruit.
Frame 3Video : At night, the sky appears to be a mostly dark surface or region scattered with star and moon.
Frame 4Video : Showing a giant meteor burn up while entering the ozone layer.
Frame 5Video : Showing a giant meteor entering the city area.
Frame 6Video : Showing a giant meteor crashed on the ground of the orchard and the tropical fruits bursting up.
Frame 7Video : Showing the tropical fruits fall down from the sky and the city turn into a multitude colors.
Frame 8Video : Showing the reflection of a sad girl stare at the greyscale mode dead city.
Video : Showing the tropical fruits fall down from the sky.
Frame10
Video : Showing the tropical fruits fall down from the sky and the city turn into vibrant colors and fruit texture surfaces.
Frame 11
Video : Showing the sky appear comprise of vibrant color mode and the building with fruit texture.
Video: Showing the reflection of a girl smiling and holding the F&N Fruit Tree.
Video : Showing the girl holding the F&N Fruit Tree heading to the vibrant colors mode city.
Video " Showing the range of F&N Fruit Tree products and tagline.
Frame15
Video : Showing the F&N Fruit Tree Logo
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