Night Owl Gum video clip
Night Owl gum was a branding project taken on during a course at VFS. The brief was to create a snack/food product aimed at college students. After conducting research through surveys and interviews, I came to the conclusion that college students were constantly too busy to cook, eat healthily, and often didn’t have the money to spend on eating out. Because of these results I decided to create a product that focused on blending with the average female college student lifestyle. By narrowing my audience, I found it easier to satisfy one type of persona, than to try and go for such a large range. Here’s a link to my presentation!
With my new audience defined, I created mood boards, mind maps, and researched into direct and indirect competitors to get in the right mindset. I ended up developing a gum product that would give my audience energy when they needed it for studyin, partying, and overall fresh breath. It also acted as a meal replacement. These images are examples of the types of advertisements for Night Owl gum that would appear in women’s magazines.