Project Type:
Final year project/University.
Scope of Work:
Logo, brand identity, packaging design, character design, posters, social media designs, game design, website design.
Main Concept:
Rebranding of Tunisia's favorite childhood jelly candy: Falfoul.
Brand Attributes:
Fun, Spontaneous, Friendly.
Customer Persona:
Children between the ages of 3 and 12.
Background & brand Introduction:
This was my final year project at University to get my graphic design degree. We were asked to choose and solve a communication problem under the supervision of a mentor. The project choice needed to be based on both a subjective and an objective motive.
The project I chose was Rebranding Falfoul, a Tunisian confectionery company known for its tasty jelly candies. The idea of tackling a project of rebranding a Tunisian product has always been on my mind because I felt that many Tunisian products seemed to look less appealing visually compared to other imported products in the local market even when they had better quality-price ratio.
The objectives of this rebranding included improving the brand image of Falfoul and adapting it to the current confectionery market and the new needs of today’s consumers. It also included making the product more visible, distinctive and attractive on the market shelves as well as increasing the revenue and sales of the product. I believed that It was important to make Falfoul stand out in the competition, all while maintaining its essential qualities to avoid losing loyal consumers.
Artistic Direction:
Having children between the ages of 3 and 12 as the main target audience, I decided to use a childish, spontaneous and fun tone that appropriately conveyed the personality of the brand and the values of happiness and pleasure. I also decided to adapt the graphic style of video games that could attract children the most. I took inspiration from the product itself, jelly candies, so I opted for a bubbly and colorful style using multiple color gradients and adding light and shadow effects.
The rebranding and the new style were applied to the following media and points of communication:
Visual identity: Logo, characters and packaging.
Applications: Posters, banners, social media accounts, a website, cardboard counter display and multiple games: an online Ranking Based Game and an Instant Win Game (Scratch and Win card inside the packaging).
