DID YOU KNOW?
Chappies had a rebrand!
Project Analysis
This project is a rebrand of a South African Heritage brand known as Chappies. Chappies is a well-known bubblegum brand within South Africa, introduced in the late 1940s. This brand has been around for years, bringing joy to each South Africans childhood. I chose this brand due to the strong connection that majority South Africans including myself have from our childhood and I wanted to bring this connection and experience back. This rebrand consisted of breaking the brand down into its various different elements, and rebuilding it while portraying the brand with the same qualities and personality in order to portray that it is still the same brand. Thereby along with the rebrand I created a brand guideline manual, corporate stationery, service items and advertising.
The Logo
Original Logo (left) ; Rebranded Logo (right)
About The Logo
The goal for the rebrand was to create a modernized logo that still kept the same appearance, aesthetic, feelings and elements as the original. As the rebrand was not done in order to change the logo and scrap the old one, but rather to give Chappies life again and bring it up to date with society. Thus the logo was designed in such a way that it is perceived as fun, bubbly, friendly and cheerful.
Corporate Stationery
Business Card, Letterhead, Quotation Form and Email Signature
Corporate Stationery Mock-ups
About The Corporate Stationery
The stationery items were specifically designed as a unit in order to display the same look and feel throughout. The design consisted of the Chappies logo displayed hanging over a red line, in order to connect the whole design and have a reasoning for the logos placement. A yellow background has also been used in order to incorporate a fun, colourful and friendly atmosphere. The designs have also made use of white space in order to create a clean, neat and professional outcome.
Service Item - Chappies Wrappers
Chappies Wrappers Mock-up
About The Chappies Wrappers
The Chappies wrappers are what the brand is all about. Thus I have designed them through the use of bright colours and a tilted pattern design. Each wrapper consists of a specific colour which represents the flavour of the Chappies, making each flavour unique. Inside the wrappers displays four 'Did You Know' questions allowing the wrappers to be fun and interactive.
Advertising
About The Advertising
The advertising consists of three Instagram advert posts. By which there is a logo reveal, a fun interactive advert allowing customers to choose their favourite flavour and the Chappies wrappers reveal which consists of a carousel post allowing for each Chappie flavour to have its own post. The adverts are very colourful, friendly and simplistic which makes them perfect for the target audience and grabbing their attention.
Brand Guideline Manual
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