Bold Macaron is a new and upcoming macaron company in Providence, RI that I had the chance to produce marketing material for this past semester. To give you some background, each macaron has flavors and spices from different countries in one recipe. My tagline was “Bite into your next adventure” trying to convince new consumers to add a little adventure to their lives with this artistically crafted desert that transports them with every bite!
Being assigned a start up company, there was not a lot of information available, besides a pre-existing website and recipes. I wanted to re-birth the brand by creating a logo that represents the product and its luxury.
After creating the brand image. I visited Jorge Schuhmacher, to personally interview, experience and to feel the passion that goes into the creation of these delicate but delicious macarons. I took those spoken words, his culinary skills and designed a brand manifesto. With this video, brand awareness was developed and consumers can see the company from a different point of view.
Brand Manifesto:
Progressing from the brand manifesto I created copy for radio and print ads, as well as designing 6, 15 and 30 second ads, graphics and social media blasts. All of the following work is spun off of my creative brief, which I hoped for my audience to feel our intriguing, transparent, global and sophisticated tone and manner throughout the campaign.
Copy:
Radio Ad Copy:
Do you hear that? (opens drawer.) That's the sound of an empty cheat drawer at snack o’clock! Looking for something different? Cookies, cakes, and brownies just aren’t cutting it anymore? Try a Bold Macaron! They’re packed with premium ingredients from all over the world. Refresh yourself in the middle of a rough day at the office. Everyone needs that little 3 o’clock delight! Go on and take a break with an international trip with one bite of a Bold Macaron. Don’t make it a coffee run...make it an afternoon getaway. You’re bound to Bite into Your Next Adventure with a Bold Macaron!
Print Ad Copy:
Have an eye for the finer things in life? Try a Bold Macaron. These little treats are handcrafted with premium ingredients from around the globe. Their assertive flavors are inspired from places like France, Italy, Argentina, and even Japan. One bite is bound to transport your taste buds to a European adventure. Bold Macaron’s are the perfect delectable getaway choice for your day.
Media:
I created life-like social media profiles for Bold Macaron to show what media content should be created and where. Below are some examples of intriguing media promotions, the first is a short BuzzFeed quiz that would surface across Facebook so consumers can figure out which Bold Macaron flavor they are. The second is a Twitter poll asking consumers which country should the next Bold Macaron flavor should come from.
Link to BuzzFeed quiz:
https://www.buzzfeed.com/mborzello22/which-bold-macaron-are-you-3fa2z?utm_term=.ygK68BE3O#.it5omA1xz
I also designed a GIF that can surface across a vast amount of channels.
These are some quick ads that were based off the structure and layout of the "The Economists" campaign. This was made before I had the rose gold color scheme but I went with a pastel color to replicate the colors of the Macarons.
Below are the 30, 15 and 6 second commercial ads I created. I did not have much time or resources to fully produce the elements and theme I pictured but I got the message across from the theme presented in my storyboard. Every bite of a Bold Macaron delivers a consumer an international experience, envision how the macarons transport you.
Ads: