Art Direction | Branding | UI | Package Design
Graco Jetsetter 2 is a compact stroller that required a campaign to stimulate conversation and generate marketing for the product. Initial development started with a revised NeedScope to define the correct audience and simplify the communication. It required expanding the collateral and timeline successfully to bring awareness to the product. The process was complied into a 8 month launch campaign. Collateral was created to address marketing requirements such as packaging, trade end-cap, advertising, look book, ecommerce product page with landing detail page, billboards and social media.
The package design development was made with sustainability and practicality in mind. Ink printing onto corrugated boxes were eliminated. Lithography would replaced printing directly onto boxes as it’s easier to peel off in order to recycle the corrugated box. Lithography is placed on the corner of the packaging to serve as a visual engagement and security seal for the product. A handle is installed onto the corrugated box for ease of use.
The challenges to revise the brand reflected a new product launch and to match the requirements of Target visual brand guidelines for product placement in stores. The results created a minimal and impactful look to engage potential consumers at the store. Typography, photography, color, copy, and visual systems were researched and developed. Bold serif typeface was made as the header and product logotype to emphasize fashion, boldness, and nostalgia. San serif typeface was made for body copy.
Photography development required a shot-list detailing model descriptions, scenes and atmosphere. Pastel color palette is mostly analogous and created as an addition to CMF trim colors for the stroller to give the product life and variety with many trim options. The copy and visual system capture an atmosphere and mood that feels approachable and engaging to the audience with knowledge on current trends.