Blue Bell Philippines Campaign
Advertisements, Packaging Design,
Identity Design
2022
Illustrator, Photoshop
Advertisements, Packaging Design,
Identity Design
2022
Illustrator, Photoshop
Project brief
For this class project, I was tasked with choosing an American product from the food and drink industry and designing assets for its release in the Philippines. I chose Blue Bell as my brand because I wanted to challenge myself to market such a quintessentially American brand to a new national audience without compromising its identity.
Ideation process
I began by researching popular Filipino desserts and snacks to identify graphic design and packaging trends. I continued researching Blue Bell’s brand. While their iconic half-gallon container has a specific look, some deviation occur, such as with Blue Bell’s no sugar ice creams. I drew inspirations from these deviations to design packaging that would fit in a Filipino supermarket. As part of the marketing campaign, I developed visual identities for two limited-edition ice cream flavors inspired by Filipino desserts. The primary elements I wanted to include were rounded typefaces and minimal illustrations, drawing from my previous research.
After designing the packaging for the two limited-edition flavors, I used the same visual language to design advertisements for the marketing campaign. I designed two graphics for Instagram stories, each featuring one of the two special ice cream flavors.
For the larger scale ad, I drew from my research into Blue Bell’s taglines and ads over the years. Blue Bell’s main tagline over the years is “The Best Ice Cream in the Country.” I wanted to reference this while announcing its arrival in a new country.
Final deliverables