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I wanted to explore how a different culture can be conveyed using visual communication for a mass market product.
Taking a soda beverage, I created a branding advertisement as if it originated from China to feel local to a non-Chinese international audience. The soda is advertised as having a specific taste and ingredient from the culture. The intended target audience is mass-market consumers from 12 to 70 y.o. in the UK market.
I researched the existing visual expressions of brands and ads in different markets to identify the variants and invariants visual codes. I experimented with different colours, bottle shapes, typographies, symbols, and cultural codes to create a visual representation of each culture into a product and its visual identity. I took China as a first case. I developed my skills in researching brands’ visual expressions, brand codes analysis, visual design and marketing. I applied the reflection patterns, design skills and experimental mindset I acquired in my Art & Design Foundation year. I really enjoyed designing a product advertisement which feels authentic, true to the culture and attractive to foreign consumers.