Lukumades
Advertising design work involving a small cafe based in Sydney. This project emphasised creating promotional assets while implementing the brand’s identity in the design, creating a holistic approach.
Project Overview
Lukumades requires advertisement assets or a campaign for its only business in New South Wales. Established in 2019 at Chippendale, it has seen minimal growth, especially in the post-COVID era. The quiet, secluded location, combined with a minimum online presence, has made some people have little to no knowledge of the business. Because of this, Lukumades asked for campaign touchpoints to promote its brand.
This project's target audience is primarily young adults aged 18 to 35 and social media enthusiasts, as they are the majority of Lukumades’ customers and have the potential to create user-generated content. The secondary target is people who live around the area.
Objectives
As Lukumades Chippendale is franchise-owned, the campaign has limited resources, making effective communication with a minimal budget a must, thus the scope of the project is to create:
Campaign logo and tagline
Social media graphics
Photography assets
Poster and in-store signage
Loyalty card
Through these deliverables, the brand would have the key assets to promote the campaign itself. Ultimately, the goal of this project is to expand brand reach and increase customer loyalty.
Concept & Ideation
As the brand already has its colour palettes, I utilised their colours to ensure a cohesive visual design between the campaign and the brand's visual assets. I would then photograph the doughnuts and edit them in Photoshop to be used in the campaign branding. I incorporated the multiple trays of doughnuts to encourage sharing within the campaign’s branding. I also did the photo at the location to interconnect the primary promotional poster with the store.
For the typefaces, I used the Lukumades’ branding assets and incorporated them throughout the campaign. This was done to enable reached audiences to correlate the touchpoints with the brand, creating brand recognition. I then created the other touchpoints, such as the social media content, loyalty card, and DL brochure with the brand and campaign assets to show a holistic approach.
Reflections
The challenge I encountered in this project was to plan the time frame and find out what the client needed for their campaign. As there was also a limited budget for this project, I had to create effective campaign assets with maximum audience reach with minimal cost, hence the touchpoints.
This project underscored the importance of proper time frame management and effective communication with the client. Additionally, it provided valuable lessons in creating cohesive campaign touchpoints and working with the brand’s existing assets.