major project report : vgelato ice cream sdn. bhd. (corporate identity system & advertising...

7/29/2019 Major Project Report : VGELATO ICE CREAM SDN. BHD. (Corporate Identity System & Advertising Concept)

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PJ COLLEGE OF ART & DESIGN

Major Project Report

MOHAMED RAFIQUE BIN RAMLAN

PJCAD/2010/JUL/2603

DIPLOMA IN GRAPHIC DESIGN



MAJOR PROJECT: STAGE 01

CREATIVE BRIEF

1. The Business

Producing plant-based (vegetables) frozen desserts by using natural and organic

vegetables as ingredients in which the process does not compromise on its nutritional

value.

2. The Objective

To revolutionize a low fat whole foods and plant-based snacks as a mean of

combating diseases in a delightful indulging experience.

3. What Is The Business Trying To Communicate And Why?

(Unique Selling Proposition): -

To introduce vegetables frozen desserts as a more enjoyable and delightful

alternative way in providing nutrients to consumers without compromise on its

nutritional value as if they were to eat the vegetables in their natural state and yet it

still taste as delightful as ordinary ice cream.

It offers a wider range and higher nutritional benefits without compromising on taste

and the indulgent experience of snacking. It’s organic and unique ingredients,

matched with a state-of-the-art production process, packs a nutritional punch that

rewards the consumer with great nutritional value, while introducing new and exotic

tastes to their palette.



4. Is the business trying to get awareness of the product?

Yes.

5. How do the business differ from competitors?

In comparison, the present scenario in the frozen dessert industry market is the diet

which include processed “empty calorie” snack foods, usually consists of a lot of

sugar and fats, with artificial flavourings and colourings and contains preservatives

that lead to risks of diseases.

6. Competitors (The Benchmarks);

- Boost Juice Bars

- Baskin-Robbins

- New Zealand Natural

7. Copy & Key Visual (Appearance).

Copy / Taglines: -

- Naturally Fresh Ice Cream. (Mandatory)

- Extraordinary Ice Cream. (Optional)

- Be Adventurous! (Optional)

Key Visuals: - Hip / Adventurous / Peachy / Fresh / Vibrant

- Vegetation Appearance. (Mandatory)

8. Tone of Voice

- Loud & Evident yet Ambiguous (to ignite curiosity-adventurous experience).



TARGET MARKET

1. Demographics

1.1. Gender: 55% Female, 45% Male

1.2. Age Group: Primary (Age 21 to 40), Secondary (Age 10 to 18)

1.3. Academic Qualification: Primary Education To Postgraduate

1.4. Occupation: Students to Professionals (executives)

1.5. Income (monthly): Average households (RM 5,000 to RM 15,000)

1.6. Marital Status: Single & Married & With Family

1.7. Ethnicity / Nationality: Mixed (Locals & Internationals)

1.8. Religion: Mixed

1.9. Literacy: English

2. Psychographics VAL®

2.1. Values: Smart, Evaluative, Evident

2.2. Attitudes: Positive, High Curiosity, Adventurous

2.3. Lifestyles: Urban

3. Geographic:

3.1. Location: Urban – Publika Solaris Dutamas, Kuala Lumpur

3.2. Climate: Tropical

4. Focus Age Group

4.1. Hero: Age 21 to 40 (Generation X) – 60%

4.2. Heroine: Age 10 to 18 (Generation Y & Z) – 40%



5. Target Consumer Analysis

5.1. Primary Consumer: Young Adults, Newly Parents (Generation X) – Age 21 to 40

5.1.1. They are more prone to diseases such as diabetes, obesity and cancer.

Therefore, this nutritious frozen dessert is the perfect alternative for combating

these diseases. They are comfort enough to provide their kids needs and wants.

The parents also have to ensure their kids get enough nutrition, as it is crucial to

provide the sufficient nutrition especially during their growing years. This shows

the potential to market towards their children due to strong “partnership”. At

least 50% every income level is likely to choose brands that are environmentally

safe. When it comes to advertising, they are seeking authenticity and relevance,

as well as real information about products.

5.2. Secondary Consumer: Kids, Tweens & Teens (Generation Y & Z) – Age 10 to 18

5.2.1. Kids are picky eaters. Typically, they tend to consume only “empty calorie”

food such as sweets, junk foods and fast foods much often in comparison to

nutritious food like vegetables. Kids response better when the food is attractive.

Since they are still unable to differentiate the good food from the bad food, they

will be more likely to consume the food that is more appealing to them.

5.2.2. As for teenagers to young adults nowadays is more concern in health. They are

keener to take care of their body to maintain attractive shape and sizes. Often,

they find it difficult to maintain their diet, which leads to unhealthy diet

practices. They also have insufficient nutrient intake due to their busy routine. A

quick and easy way to consume nutritious yet delicious food is the ideal snack

for them living in this fast-paced urban lifestyle.



About Frozen Deserts

• Frozen desserts is a general term used for ice cream, gelato, frozen yoghurt, frozen

custard and sorbet. These terms vary from one another to distinguish among the

different producing methods as follows: -

- Ice Cream: Frozen dessert containing at least 10% milk fat and 20% total of milk

solid.

- Super Premium Ice Cream (gelato): It contains a low amount of air and high fat

content, usually made with highest quality ingredients.

- Sorbet: A frozen dessert similar in composition to an ice. It is a non-dairy product

with relatively high sugar content. Generally contains fruit, fruit puree or fruit

juice. Exotic flavours are often used and citric acid may be added to enhance the

taste.

- Frozen Yogurt: A low or no fat alternative using milk and yogurt in place of

cream. It yields a sensation of tartness.

- Frozen Custard: A smooth, very creamy and richer alternative. It is generally not

mass produced and available only at the point of manufacture. It has high egg

content.



Frozen Desserts Benefits

• Frozen desserts provide nutrients like calcium, phosphorus, potassium, and B

vitamins.

• Recently, researchers found that when eaten as part of a healthy diet in moderation,

frozen desserts actually aid in weight loss.

• This is due to two (2) factors:

- It contains calcium, which is needed for fat metabolism.

- Satisfies food cravings better than most foods, which could reduce binging on

other foods.

• Frozen desserts are quick and easy to consume. It has a pleasant look and feel. Its

temptation look psychologically appealing.

• Frozen desserts also have been always eaten as a treat. It is an indulgent snacking

experience that every group of ages loves.

• Frozen desserts are flexible, for those who love dairy-based can enjoy any kind of

frozen dessert and for those who are lactose intolerant or prefer a fat-free product

always has a non-dairy option such as sorbets.



Vegetables Benefits

• Greenvegetablesaregenerallylowincalories.Includinglowcaloriefoodsinthediethelps

ustomaintainahealthyweight.

• Theyareusuallyrichinfibre,vitamins,minerals,andphytochemicalsorplantchemicals.All

oftheseingredientshelptomaintainagoodqualityofhealthandtheyareneededforgood

health.

•

Theyaregenerallylowtomoderatesourceoffat.Thelowfatprofilehelpsourintakewithinrecommendedguidelinesforfat.Theyarealsolowinsimplesugars.

• Theymakeagreatadditiontothediet.Studieshaveshownthatbyconsuming5servingsof

fruitsandvegetablesormore,individualscancuttheirriskofsomecancersinhalf.

• Fruit and vegetable consumption is also associated with a reduction in other chronic

diseasesandobesity.



About the Product: Vegetable Ice Cream

• There is a scientific claim that most of the degenerative diseases that afflict us can be

controlled and cured by rejecting our present diet of processed foods. Researchersnow advocate promoting a low-fat whole foods and plant-based diet as a means of

combating these diseases.

• The idea is to create ice cream with organic vegetables, with all its beneficial

nutrients intact. A nutritious frozen dessert that uses natural plant-based (vegetables)

as ingredients in which its process does not compromise its nutritional value.

Consumers will get to indulge on the taste of their favourite frozen dessert as if they

were to eat the vegetables in their natural state.

The Product Rationale

• A combination of unique flavours derived from natural plant-based (vegetables)

fused into a frozen desserts will offer a new snacking experience as a nutritional

alternative. Consumers should enjoy their desserts without compromising on taste

and be worry free of any risk of degenerative diseases. In fact, it should combat these

diseases towards a better, healthier lifestyle.



REPORT ANALYSIS

Research has been conducted from various approaches through observations, reports,

surveys, and interviews among urban kids, teenagers and adults in a total of 30 persons with55% on female and 45% on male basis in addition from recognised internet-based data

provider. The statistics of the analysis are presented in percentage format in the simplest form

to conclude the final outcome from the research conducted. All the information displayed is

correct in time and valid on the day it is printed.

1. Current Trend; Observations

1.1. Everyone likes ice cream, but not everyone loves it. The statistic below shows

that consumer behaviour on ice cream is affected by some factors. Overall, 80%

shows a positive reaction towards ice cream with vanilla and chocolate are the

dominant flavours. On the other hand, the remaining 20% is due to lactose intolerant

and medical conditions. Generally, the market is for the whole family. Well, kids

were most likely to get ice cream but they would be accompanied by their parents or by any adult, wouldn't they? We will take a further look on the analysis of the report.

37

43

20

Likes Normal Dislikes

Consumers' Opinion On Ice Cream (%)

Consumers'OpinionOnIceCream



2. Market Scenario; Observations

2.1. In ice cream industry, consumers will be influenced by many factors in

choosing ice cream brands. According to Euro monitor International, sales of ice

cream increasing in Malaysia due to disposable income increased. Ice cream parlours

restaurant become popular due to the lifestyle enjoyment and experience i.e. Haagen-

Dazs and Baskin-Robbins. Constantly introducing the new taste of ice cream flavors

and attractive serving environment to customers.

2.2. Despite rising health conscious among consumers in Malaysia, consumers still

show interest in non-health and wellness ice cream as a personal treat. Furthermore,

consumers in Malaysia still perceive sugar-free or low-fat healthy ice cream products

as tasting differently to more traditional products. In addition, health and wellness ice

cream is also more expensive than regular offerings, which limits demand among

consumers who are relatively sensitive to price.

56

44

Conventional Alternative(healtierchoice)

Conventional vs. Alternative (%)

Conventionalvs.Alternative(healtierchoice)



3. Issue; Observations

3.1. The issue in the current frozen dessert industry market is the diet which

include processed “empty calorie” snack foods, usually consists of a lot of sugar and

fats, with artificial flavourings and colourings and contains preservatives that lead to

risks of diseases. On the other hand are fruit-based flavourings such as oranges,

berries and grapes, which contained a lot of sugar (carbohydrates).

Courtesy of Calorie Count: http://caloriecount.about.com/calories-ice-creams-vanilla-i19095

3.2. The only frozen desserts with benefits are frozen yoghurt due to its live

cultures. However, it is not nutritious enough to combat diseases by supplementing

nutrients to its consumer. This is due to the high calories toppings which in contrast,

reflects the beneficial of the core product (frozen yoghurt) itself. As a conclusion, the

based product (product generally non-beneficial due to the presence of “empty

calorie” dairy goods) is nutritious but the additional ingredients (flavourings &

toppings) made these substances.

17

7.9

2.5

Carbohydrates Fat Protein:2.5g

General Nutrition Facts : Vanilla Flavoured (g)

GeneralNutritionFacts:VanillaFlavoured



Courtesy of The Star Online - Published: Friday January 18, 2013 MYT 12:00:00 AM

http://www.thestar.com.my/News/Nation/2013/01/18/Malaysia-is-now-the-fattest-country-in-SE-Asia-says-Liow.aspx

3.3. As we know, frozen desserts (i.e. ice cream) are popularly consumed by all

ages especially kids. Consuming these “empty calorie” snacks as mentioned is normto urban consumers nowadays.

3.4. The consequences, urban consumers (so as kids) are prone to diseases (i.e.

coronary, diabetes, obesity and cancer) due to their uncontrolled food intake. This

can be linked to the diet culture of processed foods, which include synthetics

chemicals (i.e. preservatives, artificial colouring and flavourings).

3.5. This practice should not be taken for granted, as it will results a bad

consequences to the society. Actions need to be taken by introducing an alternative

practice of diet culture.

1.5

2.25

3

2006 2009 2012

Malaysia Obesity Statistics (in million)

MalaysiaObesityStatistics(inmillion)



4. Prospects; Observations

4.1. Ice cream is projected to show an increase in constant value terms over the forecast

period. With improvements to the economic situation in Malaysia, consumers are

more willing to spend on indulgence products to reward themselves. Furthermore, a

new product range and new flavours of ice cream are constantly being launched in

Malaysia. This is expected to stimulate purchases of ice cream among consumers.

4.2. Meanwhile, the profound claimed that most of the degenerative diseases that afflict

us could be controlled. In fact, rejecting our present menu of processed food can even

reverse it. This shows that healthy ice cream products can be a successor due to

rising health awareness among Malaysians.

4.3. From the research conducted through surveys and interviews to seek consumers’

opinions and awareness on healthy ice cream. Many of them aware that ice cream is

an unhealthy food and contributing the problems those parents need to prevent their

children for eating their favorite ice cream.

54

46

Yes No

Having Intention To Buy Healthy Ice Cream (%)

HavingIntentionToBuyHealthyIceCream



4.4. In fact, 54% of the consumers are willing to pay extra money (approximately around

RM5.00) for a healthy nutritious ice cream. They are keen to see more healthy ice

cream in the market.

4.5. Although they are willing to pay extra for a better ice cream They expect to have

more interesting choices on new flavours by using natural organic ingredients with

optimum quality standard. Otherwise, they do expect a lower price of course. This is

actual fact where 63% of them are influenced by price and 76% prioritize on the

content of the ice cream during the purchase.

4.6. Malaysians are easily influenced with novel practice lifestyle. 34% of them prefer

new experiences & enjoyment while 6% expect more channel development for the

upcoming years. These are the supporting points to introduce new industry in the

local market segment.

4.7. Lastly, according Euro monitor International, more healthy ice cream products, such

as sugar-free ranges, are expecting to be introduced over the forecast period due to

rising health awareness among Malaysians.

54

46

Yes No

Willing To Pay Extra Moneyfor Healthy Ice Cream (%)

WillingToPayExtraMoneyforHealthyIceCream



5. Competitive Landscape; Observations + Survey Questionnaires

5.1. Baskin-Robbins: Middle-Income To Upper / Family / Teens & Tweens

Baskin-Robbins is one of the most popular chains of ice cream parlours in the

world. Burt Baskin and Irv Robbins established the corporation in 1953, after the

merger of their individual ice cream parlours, in Glendale, California. It is

known to be the largest ice cream company all over the world, situated in more

than 5,800 areas, out of which 2,800 are to be found in the US. Baskin-Robbins

is widely famous for its “31 flavours” slogan.

5.2. New Zealand Natural: Middle-Income To Upper / Health-conscious Adults

New Zealand Natural was born in Christchurch, New Zealand. Their ice creams

come in full-cream flavours while those worried about their waistline can opt for

their LOW-FAT ice creams, 97% FAT-FREE frozen yoghurts or 99% FAT-

FREE sorbets. Besides ice cream, New Zealand Natural offers a wide variety of

cold desserts including our Milkshakes, Thick shakes, 100% PURE fruit juices,

and Sundaes.

5.3. Häagen-Dazs: Upper-Class / Stable Income Professionals / Adults

It’s the world’s first super-premium ice cream, introduced in 1961. That’s when

lifelong ice cream entrepreneur Reuben Mattus (who 40 years earlier helped his

mother sell fruit ice pops on the streets of New York City) began selling

Häagen-Dazs Chocolate, Coffee and Vanilla ice cream in pint-sized containers

throughout New York City. For decades, he experimented, tested and ultimately

perfected the world’s finest ice cream.



• There are varieties of ice cream products in Malaysia such as Walls, Nestle, Baskin

Robbins, Haagen-Dazs and many others. In ice cream industry, consumers will be

influenced by many factors in choosing ice cream brands.

• According to Euro monitor International, sales of ice cream increasing in Malaysia

due to disposable income increased. Ice cream parlours restaurant become popular due

to the lifestyle enjoyment and experience i.e. Haagen-Dazs and Baskin-Robbins.

Constantly introducing the new taste of ice cream flavors and attractive serving

environment to customers.

• In comparison with New Zealand Natural, this business is specifically targeted to

middle income to high-income consumers whom are looking for more natural and

healthier choices. New Zealand Natural is a good example as a control in this analysis

as it is close enough with this project topic.

60

30

10

Baskin-Robbins NewZealandNatural Haagen-Dazs

Top Brand Preferences (%)

TopBrandPreferences



6. Consumer Behaviour On Ice Cream; Survey Questionnaires

6.1. The most important contributes corresponded from the targeted consumers are

flavour which is 83%. As mentioned, consumers are aware on their food intake as can be

seen here that ingredients and nutrition information falls second and third in order of the

percentage stated. With price is the least issue here; we still take it into consideration

since ice cream indulgence falls under social needs instead of basic needs.

6.2. Expand the demand of health and wellness food. It is recommended to reduce

fat & sugar with offerings calcium-enriched ice cream products. These are the comments

and suggestions given by most of the contributors towards their expectation on ice cream

market.

76

83

70

63

Ingredients Flavour Nutrition Price

Consumers' Attributes On Ice Cream (%)

Consumers'AttributesOnIceCream



6.3. To whom do consumers contribute when purchasing an ice cream? From the

feedbacks, majority claimed it is apply to both. This is not surprising, as urban society

tend to share almost everything in their life. Another factor is most of the ice cream

parlous are located in the mall instead of neighborhood shop houses.

6.4. Meanwhile, the least is purchase for someone, which seems to be rationale

since the melting period of an ice cream is immediate and it was rare to buy for someone

without treat yourself.

6.5. In addition, these statistics derived from the correspondent where parts of

them were family members or young couples whom are the ice cream enthusiasts. This

will lead to the next data on ice cream is experienced in social occasion or in private

occasion.

27

20

53

ForSelf ForSomeone ForBoth

Ice Cream Purchase Contribution (%)

IceCreamPurchaseContribution



6.6. 73% claimed ice cream is consumed socially while the remaining 27% is

consumed privately. In this context, social occasion is spending time with family and

friends casually anywhere and anytime as long with a companion. On the other hand,

private occasion stands for oneself consumption in a room or house alone without

companion.

6.7. This survey was conducted as part of the consumer demographics. This also

shows that in certain time and occasion, consumer tend to have an ice-cream in private

due to certain consequences emotionally or in the context of diet culture. Psychological

factors contribute indirectly in this segment.

6.8. In addition, these data leads to the next factor on guilty pleasure that targeted

consumers experienced. Emotional balance is crucial as diet intake affects someone’s

health and experiences.

73

27

Social Private

Ice Cream Experience in Occasion (%)

IceCreamExperienceinOccasion



6.9. Does ice cream affected someone emotionally and mentally? The answer is

yes! 73% of ice cream lovers claimed it leads to happy moment. 35% of them it is their

top favourite desserts in compare to the others.

6.10. From the surveys conducted, 56% feels satisfied on ice cream consumption.

23% feels they are getting fat when they consumed and the remaining 21% claimed it was

a guilty pleasure. This is unexpected but it seems rational as awareness on conventional

ice cream intake does affect their guilty pleasure.

6.11. Correspondents stated that they are pleased to have a pleasure without feeling

any guilt on ice cream. But, due to increasing social awareness on healthy living lifestyle,

this guilty pleasure seems to decreasing from time to time, which gives consequences on

their ice cream indulging experience.

6.12. Overall, these data shows that awareness on healthy consumption does effect

all four (04) factors contribute to consumer behavior on ice cream purchase

56

2321

Satisied Fat Guilty

Ice Cream Satisfactory (%)

IceCreamSatisfactory



FACTORS & POINT OF VIEWS

1. Factors That Influence Consumers To Purchase Ice Cream And Brands:

• 76% prioritize content of ice cream during purchase.

• 63% influenced by price.

• Other factors - Advertisement, promotion, nutrition & climate (hot weather).

• 60% normally buy ice cream for whole family.

• 10% specially buy for children.

• Experiential marketing - Influence unplanned + planned purchase.

2. Factors On Ice Cream Advertisement And Children Influence The Parents’ On

Purchasing And Decision-Making:

• 73% aware on ice cream information from digital media.

• Other source of information - Pamphlet & words of mouth (WOM).

• Free sample tasting - Effective & trigger the unplanned purchase.

• Children request and demand - Influence parent & family decision.

• Ice cream as a form of reward to children.

• TV advertisement - Increase purchase request of children.



3. Correspondents Suggestions & Point of Views; Interviews

• More studies on the differences of needs, expectations and satisfactions of parents

and children.

• Improve & strengthen every touch points of customer. Moment of truth (mot) is

an influential and powerful element in customer service.

• Leverage on experiential marketing, in-store display & merchandising activities.

- Encouragement and engagement on communication with consumers.

- Promote healthy ice cream in order to change the perception.

• To carry honest and accurate message in ice cream advertisement.

- No wrong interpretation of nutrition benefits to customers.

• Value-added innovation to consumers.

- Expand demand of health and wellness food.

- Reduce fat & sugar offerings

- Calcium-enriched ice cream products

• Leverage ethical positions & differentiate products from others rivals.

4. Correspondents Experiences On Vegetable Ice Cream; Experiences

• Since this project is still under research and theory basis. Few experiments have

been conducted locally in closest attempt to Boost Juice Bar & Juice Works.

• Through experiences on smell & taste feedbacks from 5 random contributors.

Four (04) out five (05) gives a positive response.

• Overall, 80% preferred Boost compared to Juice Works. Their main reasons is

because of the dairy base gives a better taste compared to non-dairy base.



TARGETED CONSUMER BEHAVIOURS: THE RATIONALE

1. Primary Consumer: Newly Parents (Generation X)

1.1. The way to market to Gen X is by ‘anti-marketing’. Less is more for Gen X.

Capitalist intentions has to be hidden behind outrageous hyperboles. They devour

information in sound bite-sized chunks.

1.2. Gen X is one of the focus points here due to its relations with kids (aged 6-12) and

tweens (aged 13-16). They (Gen X) are the newly parent of this century who does not

want to waste their time or money on purchasing items that their kids or tweens

won’t eat, wear and like. They will ask their opinion on almost anything. Yet, kids

and tweens can’t decide because they don’t understand what the product looks like or

how it might taste.

1.3. In addition, parents (Gen X) who are the financier for their children on what they

needs and wants. These made them to be a partnership in marketing scope wherethese two (2) generations; Gen X and Gen Y (Kids, Tweens & Teens) are related to

each other in consumerism.



2. Secondary Consumer: Kids, Tweens & Teens (Generation Y & Z)

2.1. Kids (Gen Z)

2.1.1. This group has the cognitive abilities that include budding rationality &

logical reasoning. They are more discerning consumer that knows more clearly

on what they want and what they get attracted to.

2.1.2. Visually dynamic that features colourful, bold and fun designs are sure fire

crowd pleasers for them.

2.1.3. The ideal vehicle that is appealing to them of course emphasis on the visuals

over verbal. Yet in the case of nutritional information is kept to the bare

minimum and included mostly for “mom appeal”.



2.2. Tweens & Teens (Gen Y)

2.2.1. This groups are smart enough to know what they want and how to

persuasively ask for it, but have little to no money with which to buy many

things on their own yet. And they have become even more influential because

today’s generation X mom actually involves her tween in her purchase decision

in almost everything. The tween is an important consumer segment but this

group is in identity crisis. They are in the phase of growing up which too old to

be a kid but too young to be a teen. Design for this segment is critical because it

is design that lets the tween know that the product is for them to make sure that

they fit in.

2.2.2. These consumers are still quite young, and they are still quite concrete in the

way in which they process information. They don’t have the mental ability to

grasp abstract ideas or designs like adults can. In other words, visuals are

everything. Keeping the visuals somewhat simple because what they see is what

they think. Fun is important so are the three other factors that drive them: power,

freedom and belonging. On the other hand, the teens are into abstract, conceptual

thinking. It is not as important to make it so obvious what your product offering

is, screaming the product is not necessary. Instead, use design to draw them in.



TARGETED GEOGRAPHICAL LOCATION: URBAN

Publika, Solaris Dutamas;

Publika is a shopping gallery in Dutamas with quirky boutiques, bistros & diners, art

galleries, an urban market with gourmet items, children’s enrichment, bookstore,

conveniences and more.

The Location Rationale:

It is a place for urban family, packed with cultural activity, a destination for creative citizens

and innovative entrepreneurs. Creative retails in the urban centre. A new shopping

experiences in a classy and distinctive in its own unique style. Plenty of excitements to be

explored, while introducing new and exotic taste of the ice cream that suits to their palette.



VISUAL COMMUNICATION STRATEGIES: -

1. Bold Visuals

Stand out dramatically from the background.

2. Make it Fun

Use a sense of humour and excitement will get the audience fired up about the

product and the emotional impact, which is more important than the cognitive

impact.

3. Make It Look Like It’s Just For Them

They look for reassurance in the package design elements and overall

communications to tell them that the product is made for their age. By including

cues, designs, fonts, and illustrations that let them know the product is for them.

4. Communicate Through Visuals

They are extraordinarily dependent on visuals; this has to be emphasized since the

product features different flavours and shapes. They are primarily concrete in their

information processing capabilities. To them, seeing understands.

5. Mom Matters

Much of tween purchasing relies on a joint decision with obtaining permission from

their mom (majority in this century are from Gen X). Possibly include information

that is important to moms. Prominently featuring vitamin content, and nutritional

benefits. In a matter of fact, even mom-targeted promotions will go a long way

helping with parental buy-in. This information does not turn off the tween from

buying it.

6. Straight To The Point, They Are Scattered And Sceptical

They do not read in general, they “scan” the information.

7. What You See Is What You Get

Keep it real and simple & keep it short and sweet.



MARKETING STRATEGIES

1. Perceived Risks:

When a customer is considering purchasing a new innovation (the nutritious frozen

desserts), he may see beyond what is the product, and presumes only the negative

consequences of purchasing it. It is normal to have negative presumptions when

considering buying an innovative product. A good store’s visual identity (tone and

feel) as well as the advertisings should clearly expel these negative presumptions to

compel the customer to actually try it for the first time.

Solutions: -

§ Steer away the image of “healthy” as it always associated with bland and flavourless

taste. Instead of healthy, the word “nutritious”, “indulging” should replace this word

to reverse the consumers’ presumptions.

§ Convincing tagline: I.e. – “Indulging snacking experience”, “Be adventurous”

“Budding flavourful taste”.

§ Appealing identity representation: I.e. colourful, exciting, and vibrant.

§ Free samplings.

§ Create hype and buzz through social interaction with customer and advertisings.



2. Economic Risks:

A new product such as nutritional frozen desserts may not have clear, known benefits

that are known to the public, yet. Thus, a typical customer would think twice before

paying a high price to try the innovative frozen desserts. An innovative product is

typically more expensive than existing product, especially when it is first introduced.

Most customer would gladly pay for a slightly lower priced Baskin Robbins, because

not only it is cheap, customers are already certain of its taste. However, they are not

yet certain about the tastiness of the new frozen desserts. Another risk is that an

innovative product’s price usually would drop after a while. So, most people would

want to wait until the price is lowered before buying. This results in slow sales. Only

very small percentage of people (extremely health conscious group) would pay a

high price for an innovative product when it is first introduced.

Solutions:-

§ Offer opening discounts (introductory price).

§ Forming a tribe: Membership privileges.

§ Giving conditional discount vouchers.



3. Enjoyment Risks:

This is a risk that a customer would quickly become bored after he purchased the

frozen desserts. This is a big problem because for a business to succeed it is not

enough to create initial buzz and popularity. It needs to be sustainable, and not

quickly becoming just a fad or trend.

Solutions: -

§ Regularly alternate its menu choices, so that customers would always have a reason to

return.

§ Offer recurring promotional discounts on a daily basis, i.e. flavour of the day.

§ Have a seasonal flavour, this will helps customer to have more variety of choices.



4. Social Risks:

This is a risk that the targeted consumer’s social group does not approve of the

innovative frozen desserts. Is the frozen desserts company affiliated with a company

hated by the locals? Would health freaks believe it to be really nutritious? In

Malaysia, is it halal? Would the normal people (90% of people in Malaysia) find it

pretentious? These are the problems regarding social risk.

Solutions: -

§ Providing nutritional information to convince the target customers.

§ Emphasizes that all ingredients are natural from a sustainable provider.

§ Provide a symbol of quality and guarantee that gains customers’ trust by receiving

accreditation and recognition from health institutions.

§ Affordable, modest and store-friendly entity that provide a good customer relations.

§ Hygienic retail store environment.



NAME DEVELOPMENT; -

PHASE ONE (01): -

1 Associative

1.1. Scoop!

1.2. Twisted

1.3. Veggy & Veggie

1.4. Green Tooth

1.5. Meadow’s

1.6. Indulgence

1.7. Frosty & Crème

1.8. Cups & Cones

1.9. Wondercream

1.10. Scoop & Spoon

1.11. Farm Valley

1.12. Frosty

1.13. Flavours

1.14. Ice Cream Couture

1.15. Flavours Bureau

1.16. Ice Cream Republic

1.17. Cream & Crème

1.18. Chill!

1.19. Green Ala Mode

1.20. Crème Ala Mode

1.21. Beets & Others

1.22. Cool Calories

1.23. Ice Cream Club

1.24. Ice Cream Market



1. Abbreviated

1.1. Vegelato (Vegetable + Gelato)

1.2. Swirlicious (Swirls + Delicious)

1.3. Nutrilicious (Nutrition + Delicious)

1.4. Nutrilato (Nutrition + Gelato)

1.5. Dairylicious (Dairy + Delicious)

1.6. Flavalicious (Flava + Delicious)

2. Coined

2.1. Delish

2.2. Organick

2.3. Ploop!

2.4. Picky

2.5. Lick A Lot

2.6. Picky Licky

2.7. Taste

2.8. Slick

2.9. Whip-It!

2.10. Freshious

2.11. Guilty!

2.12. Choy

2.13. Pick & Lick

2.14. Plick

2.15. Vitch

2.16. Wardrobe

2.17. Seedles

2.18. Shroom

2.19. Pillow Cone

2.20. Green Mode



NAME DEVELOPMENT; -

PHASE TWO (02): -

1. Associative

1.1. Scoop!

1.2. Twisted

1.3. Cool Calories

2. Abbreviated

2.1. Vegelato

2.2. Swirlicious

2.3. Nutrilato

3. Coined

3.1. Organick

3.2. Pillow Cone

3.3. Plick

PHASE THREE (03): -

1. Associative: Scoop!

2. Abbreviated: Vegelato

3. Coined: Organick

FINAL PHASE;

Selected Name: Vegelato (Vegetables + Gelato)

Improvisations: Vgelato / Velato / Velatosimo

Final Selection: Vgelato



VISUAL RESEARCH; - The Design Approaches

§ It is important to state that that a logo doesn’t need to show what a business sells or

offers as a service. I.e. Car logos don’t need to show cars, computer logos don’t need

to show computers. The Harley Davidson logo isn’t a motorcycle, nor is the Nokia

logo a mobile phone. A logo is purely for identification. This can be seen from the

competitors’ logo below as follows; -

§ However, positioning the logo should be appropriate for its intended purpose. For

example, if you were designing a logo for children’s toys store, it would be

appropriate to use a childish font & color scheme.

§ Same case for this design project as where the primary target consumers whom the

hero is Generation X followed Generation Y & Z. Through the research, the design

approach should be bold, direct and straight to the point as mentioned in VISUAL

COMMUNICATION STRATEGIES section.

§ In addition, the key visuals and mandatories stated from the DESIGN BRIEF section

has to be followed as it give a strong concrete foundation in the context of

conceptualisation. The following design approaches are the concepts that will be

implemented in the development and the conceptualisation of the logo:



1. Icon Cluster:

§ Iconic symbols are very useful in their directness. Both icons and logos are

used as a pictorial solution reduced to their bare essence to convey a

message. As symbols, icons are so ubiquitous that it's probably on natural

that they would eventually start to jump the track from the world of giving

directions into the world of corporate representation.

§ The solution: Merge multiple icons together with transparent linkage.

Bundling several messages into a single unit demonstrates simplicity and

clarity of image but also indicates the depth of a concept. This is managed

in the same way you might express a thought by linking several words into

a phrase, except with this technique, designers are using icons as if

spelling out a rebus.



2. Transparent Links:

§ Linking these elements together in a transparent chain-like fashion is new,

however. Diversity finds a common bond and creates synergy from a

stronger union. Color is used to demonstrate variety in these samples, and proof of connectivity is demonstrated by tonal shift where elements

overlap.

§ A sense of lightness is prevalent with the use of clear, clean, pure colors

that sometimes produce a rainbow palette. These signature colors are

likely used, as darker or lightly saturated tones will create muddy overlaps.

It's hard not to gain an optimistic perspective when you look at these bright

solutions.



3. Written:

§ It started as recognition of the abundance of logos incorporating

handwriting. There were some A-plus examples of cursive, for sure, but no

additional theme was evident.

§ This is an engaging way to tell a story, at a distance from a shape

silhouette, and up close where the consumer can read the details.

§ The handmade aspect of these solutions brings to the story a sense of care

and attention to detail missing from the competitor’s soulless entity.



Sample Logos: -



SCAMPS



Compilation No. 1



Compilation No. 2



Compilation No. 3



Compilation No. 4



Compilation No. 5



LOGO DEVELOPMENT

Selective Scamps: -

Scamp 01:

Scamp 02:

Scamp 03:



Final Selection: - Scamp 02

Digital Scamp: -

Digital Scamp Improvisation: -



Colour Variations: -

Final Colour Selection: -



Artwork Improvisations: - Vegetation Appearance

Stage One: -

Stage Two: -

Stage Three: - (Final Artwork)



Final Artwork:

Logo Rationale: -

Vegetation Visual Appearance:

A logo is for identification. A logo identifies a company or product via the use of a mark,

flag, symbol or signature. In this case, vegetation visual appearance is implemented to mark

the product’s USP and that is vegetable based product in an exciting alternative approach. In

this case, frozen desserts (i.e. ice cream, sorbet, frozen yoghurt).

Bright Multicolour Tone:

Multicolour approach with bright tone gives bold visuals, which stand out dramatically from

the background. This is appropriate whereas hip, adventurous and peachy are the key factors

that suits the targeted consumer. They look for reassurance in the package design elements

and overall communications to tell them that the product is made for their age. By including

cues, designs, fonts, and illustrations that let tweens know the product is for them.

Hand Written Typography Over Graphical Imagery:

The use of handwritten typography gives a sense of humour that leads to excitement, which

will get the audience fired up about the product and the emotional impact, which is more

important than the cognitive impact.



Colour (CMYK):

Grey Scale:

Black & White:



Stationery Design: -

1. Name Card



2. Letterheads



3. Invoice Form



4. Purchase Order Form



5. Facsimile Transmission Form



6. Envelopes

Without Window

With Window



7. Optional: -

Livery Design

T-Shirt (Uniform) Design



Carrier Bag Design



Cup & Cone Wrapper

Shelf talker Wooler & Receipt



MAJOR PROJECT: STAGE 02

BRAND POSITIONING

To introduce vegetables frozen desserts as a more enjoyable and delightful alternative in

providing nutrients to consumers without compromise on its nutritional value. This brand is a

pioneer in its market in terms of a new product that provide a fulfilling snacking experience

and a powerful source of nutrients.

Our cutting edge technology enables a method of manufacturing that produces great tasting

frozen dessert maintain the vegetable’s nutritional value intact. They are guaranteed to gain

the same nutrition as if they were to eat the vegetables in their natural state, yet still get the

full enjoyment of eating any ordinary ice cream.

For the first time in Malaysia, nutritious frozen dessert that uses natural plant-based

(vegetables) as ingredients in which its process does not compromise its nutritional value is

introduced. This product will take place of actual vegetables in the dietary needs of the

consumers, but they can still get the delicious enjoyment that they crave.

Differentiating attribute : Exotic, Adventurous and Organic

Rational benefit : Nutrition

Emotional benefit : Guilt-free snacking experience

Reflection : “Eating this means I am taking care of my well being.”

Advertising Tagline : “Be Adventurous!”“Be Youthful!”

“Be Extraordinary!”

The Goal of Advertising Campaign: “To banish the consumer’s perception of nutritional

food means bland tasting food and attract them to try the product at least once.”



ADVERTISING OBJECTIVE

1. Building Brand Awareness

To make widely known the pioneerism of Vgelato in Malaysia.

2. Discredit Preconceived Notion

Emphasis is placed on convincing potential consumers that this nutritional snack does

not has the bland taste of a typical nutritional food.

3. Building Sales and Profits

By increasing foot traffic and attract consumers into buying.

4. Impart Information about the Product

Product information to educate value-concious consumers and emphasise unique selling

points.

4. Encourage Impulsive Buying

Shorttermpromotionsmayprompttheconsumerstopurchasethenandthere.

Main Message

1. This product both fulfils consumer’s craving and nutritionally beneficial.

2. This is an unconventional product worth trying.

Additional Message

1. Manufacturing process does not compromise on value.

2. Low calorie and prevent diseases.3. Flexible for all consumers; e.g. lactose intolerant consumers- non dairy.



Key Basis and Opportunity

1. There are almost as many consumers who are willing to try alternative froze dessert tthan

those who are not likely to venture out of the conventional. Conventional (56%), Alternative

(44%).

2. The increase of obesity rate in Malaysia. This issue is gaining awareness in Malaysia.

Many urban consumers are willing to pay more for healthier alternative.

3. Contemporary consumers are having intentions to buy alternative ice-cream. 54% percent

of consumers responded by saying ‘Yes’ to whether they want to buy a healthier alternative

ice-cream, as opposed to only 46% that responded ‘No”.

4. Not only that, based on survey, consumers are also willing to pay extra money (a minimum

of RM5.00) if it is proven that the ice-cream does not compromise on taste, and provide

immense nutritional benefit. (54% Yes, 46% No).



TARGET MARKET

6. Demographics

6.1. Gender: 55% Female, 45% Male

6.2. Age Group: Primary (Age 21 to 40), Secondary (Age 10 to 18)

6.3. Academic Qualification: Primary Education To Postgraduate

6.4. Occupation: Students to Professionals (executives)

6.5. Income (monthly): Average household (RM 5,000 to RM 15,000)

6.6. Marital Status: Single & Married

6.7. Ethnicity / Nationality: Mixed (Locals & Internationals)

6.8. Religion: Mixed

6.9. Literacy: English

7. Psychographics VAL®

7.1. Values: Smart, Evaluative, Evident

7.2. Attitudes: Positive, High Curiosity, Adventurous

7.3. Lifestyles: Urban

8. Geographic:

8.1. Location: Urban – Publika Solaris Dutamas, Kuala Lumpur

8.2. Climate: Tropical

9. Focus Age Group

9.1. Hero: Age 21 to 40 (Generation X) – 40%

9.2. Heroine: Age 10 to 18 (Generation Y & Z) – 60%



TARGET AUDIENCE

Primary I

Demographics

1. Sharp focus age group : Young Adult (21-40)

2. Occupation : Banker

3. Gender : Male

4. Income : RM 4000 per month

5. Marital Status : Married

6. Age : 32 years old

7. Social Status : Middle income group

8. Location : Urban area (City)

9. Literacy : English/Bahasa Malaysia

10. Mode of transportation: Car

11. Family Status : 1 wife and 1 child

Psychographics

1. A busy young executive may only have time for a healthy snack.

2. Office environment promotes sedentary lifestyle.

3. Wouldn’t mind paying more for a unique product.

4. Practice modern lifestyle.

5. Captivated by the visuals more than the texts.6. Attracted to the idea of living a hip lifestyle.

7. Promote eating ice-cream as leisure time with office mates.

8. These type of people wants something quick and fast.

9. May buy some for their children back home.

10. Always read newspaper and magazine.



Primary II

Demographics

12. Sharp focus age group : Middle Aged with Family (40+)

13. Occupation : Associate Professor

14. Gender : Female

15. Income : RM 7500 per month

16. Marital Status : Married


18. Social Status : Middle to High income group

19. Location : Sub-Urban20. Literacy : English

21. Mode of transportation: Car

22. Family Status : 1 husband and 3 children

Psychographics:

11. At the age where they are becoming health conscious.

12. Has spending power to try new and exotic products.

13. Concern about the lifestyle of their young child too.

14. Knowledgable in nutrition.

15. Dine out in large group with family.

16. They respond more to text that conveys tangible characteristic.

17. Prefer a family friendly gathering spot.

18. Emphasis reliability as that is what matters to them.

19. Emphasis hygene as that is what matters to them.

20. Have high regards for convenience.



Secondary I

Demographics

23. Sharp focus age group : Toddlers to Tweens (6-12)

24. Occupation : Unemployed

25. Gender : Male

26. Income : Non

27. Marital Status : Single



30. Location : Urban area (City)31. Literacy : English/Bahasa Malaysia

32. Mode of transportation: Non

33. Family Status : Non

Psychographics

21. Extremely vulnerable to attractive colors.

22. Have parents with mid to high spending power.

23. Have more adventurous palette than most perceive of them.

24. Practice modern lifestyle

25. May be obsessed with a product once they liked it.

26. Have no regard whatsoever to the pricing.

27. Use visuals with attractive hues and images.

28. Use simple text to tap into the mind of the toddlers.

29. Easily captivated by how a product is presented.

30. Responds to repetitive marketing.



Secondary II

Demographics

34. Sharp focus age group : Teenager (13-18)

35. Occupation : Undergrad

36. Gender : Female

37. Income : RM600 (Allowance)

38. Marital Status : Single



41. Location : Urban42. Literacy : English/Bahasa Malaysia

43. Mode of transportation: Train

44. Family Status : Single (Living with Family)

Psychographics

31. Being hip is number one priority.

32. Don’t mind spending on a unique, latest product.

33. Easily captivated by attractive visuals.

34. Practice modern lifestyle.

35. Dine out with large groups of friends.

36. Go gaga over discounts and promotions.

37. Enjoy a casual snack at a shop with a modern ambiance.

38. Generally have no regard to the nutrition.

39. Emphasize on uniqueness and exclusivity.

40. Responds well to memorable and contemporary catch phrases.



CONSUMER MOOD BOARD

CONSUMERS INSIGHT

1. Must advertise must be something they are yet to be familiar with.

2. Show the consumer that there is a variety of exotic flavours to choose from.

3. Advertise the store as a place with a hip and contemporary ambiance.4. Younger customers respond to product ad that is remarkable and original.

5. Advertise a sense of uniqueness and personality, which attract teens.

6. For mature consumers, present a clean, no frills ad that conveys information.



CURRENT BRAND PERCEPTION

1. Consumers might associate this ice cream as health food. Typically, health foods have

a reputation of being bland, boring, or even unpalatable. Advertisement must counter

this perception by emphasizing that the ice cream is indeed, taste like other ice cream,

only with added nutritional benefits.

2. The novelty of this product may give a perception that this product is overpriced and

it is not a good value for money product. This is not true. The advertisement must

convince a consumer to try at least once, and they will know that only the freshest and

organic vegetables go into the making of the product.

3. The consumer might think that the new and never-before-heard novelty of the product

is something that is not meant to last long. They may think that it is just a fad, and

will pass in a couple of years. This is not true. Anyone, regardless of lifestyle and age,

could benefit from a delicious nutritious boost. This product can be integrated into the

lifestyle of health conscious consumers for a long period of time.



ISSUE

1. The use of premium organic vegetables in the making of the ice cream may explain

the premium price set for the ice cream. What’s to stop consumer who is not informed

of the benefit of the nutrition from the ice cream to opt for a slightly cheaper

alternative?

2. While the colour of the exotic vegetables used may be attractive to little kids, the

actual taste, while is actually very close to ordinary ice-cream, might be too

unfamiliar for kids who used to eat a very limited variety of food. Kids may have avery limited palette.

PRINCIPAL COMPETITORS (THE BENCHMARKS)

1. Baskin Robbins (Slightly cheaper alternative)

2. New Zealand Natural (Healthy alternative)

3. Boost Juice Bars (Use of fresh, organic ingredients as well)

In comparison, the present scenario in the frozen dessert industry market is the diet which

include processed “empty calorie” snack foods, usually consists of a lot of sugar and fats,

with artificial flavourings and colourings and contains preservatives that lead to risks of

diseases.



TONE AND IMAGE

1. Loud

2. Hip

3. Vibrant

4. Adventurous

5. Exotic

6. Fresh

PRODUCT UNIQUE SELLING PROPOSITION (USP)

TANGIBLE CHARACTERISTIC

1. Organic Ingredients

2. Beneficial nutrients

3. Plant Based

4. Uncompromising Manufacturing Process

5. Guilt-free Indulgent

6. Exclusive Flavours

7. Healthy

8. Hygienic

9. Service Oriented

10. Environmentally Friendly

INTANGIBLE CHARACTERISTIC

1. Exciting

2. Educational

3. Consistent

4. Reliable

5. No Frills

6. Cool

7. Integrity



ADVERTISEMENT PERSONALITY

1. Vibrant

2. Brave3. In-Your-Face

4. Hip

5. Cool

6. Intelligent

7. Attractive

8. Witty

9. Persuasive

10. Wealthy



ADVERTISING STRATEGIES

8. Bold Visuals

Stand out dramatically from the background.

9. Make it Fun

Use a sense of humour and excitement will get the audience fired up about the

product and the emotional impact, which is more important than the cognitive

impact.

10. Make It Look Like It’s Just For Them

They look for reassurance in the package design elements and overall

communications to tell them that the product is made for their age. By including

cues, designs, fonts, and illustrations that let them know the product is for them.

11. Communicate Through Visuals

They are extraordinarily dependent on visuals; this has to be emphasized since the

product features different flavours and shapes. They are primarily concrete in their

information processing capabilities. To them, seeing understands.

12. Mom Matters

Much of tween purchasing relies on a joint decision with obtaining permission from

their mom (majority in this century are from Gen X). Possibly include information

that is important to moms. Prominently featuring vitamin content, and nutritional

benefits. In a matter of fact, even mom-targeted promotions will go a long way

helping with parental buy-in. This information does not turn off the tween from

buying it.

13. Straight To The Point, They Are Scattered And Sceptical

They do not read in general, they “scan” the information.

14. What You See Is What You Get

Keep it real and simple & keep it short and sweet.



VISUAL RESEARCH- ADVERTISING SAMPLES

KEY FACTORS (GOAL)

What: The advertisement must be attractive and easily noticeable. The colours must be

pleasing to the eyes and allow the eyes to rest. It must have constant appeal, and has an

interesting story or concept behind it for the consumer to explore.

Why: To attract consumer’s eyes, and literally stops their steps and take a closer look at the

advertisement. This type of design will also keep captivating their attention, long enough for

the consumer to keep scrutinizing the advertisement. An interesting story or concept can

pique their curiosity and give it a go.




KEY FACTORS (GOAL)

What: A straight sales approach that has no frills. An extensive and descriptive visual

elements. A no frills direct message about the product and its benefit. Visually loud and

attractive. Plenty of powerful elements.

Why: To attract consumer’s eyes, and literally stops their steps and take a closer look at the

advertisement. They will instantly be informed of the product and why they should buy it.

Keep the eyes interested on the advertisement instead of letting the eye wander.




KEY FACTORS (GOAL)

What: Make the benefits of the product evident. Emphasis why the product should be

purchased. Play on the feeling of fantasy. Design a welcoming outlook in the advertisement.

Have an intangible friendly, and an overall pleasing factor.

Why: Let the consumer know that the product is a product worth buying, and has a high

value. Touch the emotion of the consumers by presenting how the product can bring them

closer to their happiness. Create a feeling of trust and comfort, initiating them to make

purchase.




KEY FACTORS (GOAL)

What: Double images. Visuals exist in duality and should be interpreted in both ways, with

both meaning relevant to the product. Visually cryptic with messages for the consumers to

interpret. Use symbolisms that combine that would have not work together beautifully.

Why: Plays with the imagination of the consumers. Once the audience figured out the true

meaning of the advertisement, it would provoke a stronger emotional reaction to the product,

thus encourage purchase. It also compels the consumer to spend time looking at the

advertisement for a longer period of time and absorb sufficient information regarding the

product.



SCAMPS



01



02



03



04



05



06



07



08



09



10



11



12



ADVERTISING DEVELOPMENT

SELECTIVE SCAMPS: -

Scamp 01:

Scamp 02:



Scamp 03:

FINAL SELECTION: -



DIGITAL SCAMP: -

SCAMP IMPROVISATION: -

First Phase:



Second Phase:

Final Phase:



FINAL ARTWORKS: -

Artwork 1



Artwork 2



Artwork 3



ADVERTISING RATIONALE: -

1. Single Imagery

Targeted consumers are smart, evaluative, and evident in their decision-making. Living in

fast-paced segment required a quick and clear message in conveying a message. This leads to

single imagery concept where the tone of voice is loud & evident. They can be easily figured

out the message to be conveyed by combining two key visuals in one single image. In

addition taken from the double illusion inspiration. An ambiguous factor is implemented to

ignite the curiosity-adventurous experience among consumers, which suits the attitude based

from Psychographics VAL®

results: Positive, High Curiosity, and Adventurous.

2. Encouraging Headlines & Copies

As the product speaks for itself, providing nutritional benefits that leads to a healthy-living

lifestyle is an encouragement. Short and sweet encouraging headline represents a sense of

evident and active passage that will ignites confidence and healthy influences among targeted

consumers. This is enhanced with an engaging body copies that spiced up the tone of voice

stated previously.

3. Lightly Toned Background

A soft tone effect for the background gives an emotional response between the targeted

consumer and the visuals. It gives a cool soothing effect that compliments the product. This is

appropriate as where it is related to the geographical location of the market in this tropical

climate, which is hot, and sunny season for the whole year round. As a result, it wills

psychologically influences the consumers thanks to the environment-surrounding factor.



VISUAL ARCHIVES

Press Ads: The Star – 26.1cm (w) x 37 cm (h)

Posters: A-sizes Format



Light box: A0 Format – 84.1cm (w) x 118.9cm (h)

Ambience:



Webpages:



Billboard: 1 to 4 (Scale 1:50 Ratio)



Bus Shelter:



REFERENCES

1. Books

1.1. Identity Crisis – Jeff Fisher | How Books

1.2. Market Smart | Collins Design

1.3. The Advertising Concept Book – Pete Barry | Thames & Hudson

1.4. Tomorrow Now | Omnicom Media Group Malaysia

1.5. Deconstructing Logo Design – Matthew Healey | Roto Vision

1.6. The Economic Naturalist – Robert H Frank | Virgin Books

2. Website

2.1. Behance: http://www.behance.net/gallery/Cafe-Gelato-Rebrand/3272585

2.2. AOTW: http://adsoftheworld.com/search?search_api_views_fulltext=vegetables

2.3. http://www.colorcom.com/research/why-color-matters

2.4. http://www.colormatters.com/color-and-the-body/color-and-appetite-matters

2.5. http://pinterest.com/pin/281756520410057427/

2.6. http://www.logolounge.com/logotrends

2.7. http://justcreative.com/2008/02/01/logo-design-process-of-top-graphic-designers/

2.8. http://en.wikipedia.org/wiki/Ice_cream

2.9. http://caloriecount.about.com/calories-ice-creams-vanilla-i19095

3. Film

3.1. Forks Over Knives (2011) : Documentary – Lee Fulkerson

4. Newspaper

4.1. The Star Newspaper: Friday June 14, 2013 MYT 7:30:00 AM

5. Social Networks

5.1. https://www.facebook.com/dailyhealthtipss?ref=stream



6. Magazine

6.1. Creative Review: February 2012/ April 2012 / July 2012

7. Others

7.1. AA Pharmacy Sdn Bhd. 38, Persiaran Ara Kiri, Lucky Garden, Bangsar, 59100

Kuala Lumpur Tel: 03-20949122/20930523 Fax: 03-20949133

7.2. Juice Works Baristas The Curve

7.3. Boost Baristas The Curve

7.4. New Zealand Natural The Curve

7.5. Random Volunteers

major project report : vgelato ice cream sdn. bhd. (corporate identity system & advertising...

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