The Problem
Emerging in the height of the covid pandemic, lunchbox packs quickly became a house-hold name for both new and veteran festival-goers. Despite its loyal community, lunchbox’s lack of cohesive brand identity and customer funnel kept the brand from reaching its full potential. Lunchbox needed a creative who understood not only brand best-practices but also the wants and needs of their customer-base.
The Solution
I hit the ground running with lunchbox’s brand identity including updating a 2-hue color palette to a versatile and contrasting combination, updated typography guidelines and type treatments, custom iconography and assets, and new brand patterns. Once the brand identity was wrapped up with a bow, I tackled the website incorporating the new brand updates and re-designing with customer strategy in mind.
In this Project
Brand Identity
Brand Assets
Website Design
Paid Media Campaigns
Social Media Content Creation
Custom Illustrations
Brand Identity
Not Just Logos + Taglines.
No small detail was left behind. In order to effectively communicate brand best practices within the organization and third-party efforts, we built the brand guide to cover logo usage, typography, accessibility, photography direction, web specs, and more.
But we didn’t stop there – we upgraded the brand identity to include an upgraded color palette, custom iconography, and new brand patterns.
Colors in Action
The P.L.U.R. Palette
The lunchbox color palette encourages creativity, diversity, optimism, and trust with these complimenting and contrasting hues. The colors were inspired by neon signs, production lasers, and relevant colors in the EDM community but they weren’t chosen just because they look good. Color Psychology was incorporated into choosing our final hues as well as UI and UX best practices.
Brand Assets
Custom Patterns
Branded Assets are the new black. Specially crafted elements such as patterns, iconography, accents, and textures give an extra level of dimension and brand affinity to your brand identity. For lunchbox packs, we created patterns for backgrounds integrating their custom iconography package (pattern creative direction by Katie, implementation by colleague Nikki), and a “Trippy” Wavy Pattern for a more organic pattern.
As an avid festival-goer and lunchbox community member, this was an absolute passion project for me. Combining my love of electronic music with my passion for digital marketing encouraged my own growth as a creative director and led me to building one of the best cases to date. I couldn't have done it without the help of the entire lunchbox marketing team.
– Katie
Website Design
Optimizing an Experience
The lunchbox website’s foundation was there, it just needed a little… polishing! I went to work re-structuring the home page, product pages, and accessories pages to better-suit the customer’s journey and experience. Some of these changes included adding the custom iconography for cohesive product information, reducing clicks to get customers from point A to point B quicker, and utilizing the upgraded color palette to incorporate consumer psychology strategies.
Paid Media Campaigns
Concept > Edit > Test It
Pop Quiz: What’s a good ad’s worst enemy? The Answer: Ad Fatigue.
For lunchbox’s paid media efforts, we built full experience campaigns starting with first-touch creative, second touch ads, website pop-ups, and landing pages all centered around a specific promotion or messaging.
To avoid ad fatigue, we created multiple iterations of each ad and used various styles of content including carousels, UGC, disruptive media, teasers, animations and more.
Custom Illustrations
This is actually where my lunchbox journey started. After painting a custom “skin” for one of my besties, I shared it in the lunchbox community Facebook Group where it received a ton of love. A lunchbox team member reached out regarding contracting me for a skin and a Creative Director position – and the rest is history!
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