Final year project
Arthropop Insect Soda - BrandOpus Chrysalis Award [Read more]
Arthropop - Insect Soda
Arthropop was created in response to the BrandOpus Chrysalis Award and was ideated with the future of sustainability in mind. It takes an unconventional approach in the development of sustainable products in the food industry by utilising an ingredient that has been thriving globally, yet has been living in the shadow of more appetising foods and conventional, “green” methods of production: insects. Although insects are a staple food in some eastern cultures, and despite the attempts of some niche brands in suggesting insect snacks to the western audience, bug-based drinks are yet to make the scene. The adult soft drink brand aims to face inevitable cultural challenges and introduce edible insects into the mainstream, western eating habits as a sustainable, trendy and nutritious source of protein.
This project proved to be a challenging one due to the target audience's initial aversion to the brand's concept, which gave the project an element of uncertainty. However, it was also very fun and rewarding to investigate the ways in which graphic communication is able to redefine ideas and cultural inclinations.
Floe - Free Arctic Water
Floe Water was designed to approach the ongoing issue of climate change and sustainability through new and more interactive means. The brand offers an easy, interactive and non-greenwashed sustainability solution to the busy people of today through a free water campaign, where freshwater can be collected from refill spots distributed in urban environments. The service becomes accessible by purchasing a premium stainless-steel Floe flask. Through the Floe app, the user is also able to connect their bottle to an account, gaining access to localisation services for refill spots and personalised information on the user's daily impact on climate change.
Dettol "Play Clean" - Limited Edition Design
This project created for the DesignBridge / The Guardian student awards aimed to raise awareness of the surge in mental health issues among healthcare workers and NHS staff in the aftermath of the pandemic. In partnership with Dettol, limited edition packaging designs were created in order to shed light on the growing issue. The design was inspired by the cult video game "Space Invaders", presenting the brand's primary purpose to kill harmful bacteria through more intuitive visuals as well as re-defining hygiene as a fun activity and encouraging it among younger consumers. The respective #PlayClean campaign would provide a health worker with appropriate mental health support and self-care packages with every purchased product in the limited edition range.
Arthropop - Promotion
The first part of the brand activation and promotion constitutes guerrilla marketing and environmental graphics. The brand was given a witty yet sincere tone of voice in order to portray entomophagy as a less daunting and safe option to the audience.
Arthropop Flavour 2
The brand offers three flavoured variations. Each variation targets a specific health need, such as mental focus, physical vitality and balance. Each need further reflects the attributes of each insect depicted.
For example, ants are known for their determination and focus, whereas crickets and grasshoppers are recognised for their physical vitality.
Arthropop - Brand Activation
The brand launch would be mainly led by the “Get That Buzz” campaign, alluding to the auditory characteristic of insects as well as the brand's buzzing personality. Interactive billboards would be installed at bus stops and on the streets, where individuals could benefit from a free energising massage when leaning on the screen.
Floe - App Design
In order to access the free water service offered by the brand, users may download the Floe App, where nearby free water spots can easily be located. In addition, by scanning the individual pattern found on each flask, the user may also access data regarding their daily water consumption and their impact on climate change, measured in the amount of CO2 saved as a result of not purchasing regular bottled water.
Floe - Water Refill Station
The Floe free water refill stations would be placed in public environments such as underground stations, airports, supermarkets and adhering restaurants and bars. In order to access the free water service, users would need to purchase the Floe flask.
Giulia Michela Zucco
I am passionate about brand identity design, brand strategy and information design.
My work largely consists of branding and visual identity projects ideated in response to existing problems in society today. I love to create bold design solutions that merge clean visuals, typography and interesting concepts. I chose to undertake these projects as I enjoy the problem-solving and functional side of graphic communication and its potential to drive behaviour and shift perceptions in different contexts. Through the development of my projects, I gained essential skills in software like Illustrator, Photoshop and InDesign, as well as knowledge of brand strategy, brand activation, research methods and target audiences. This has greatly matured my interest in branding and visual identity, and will hopefully lead me to pursue graphic designer roles with branding and design agencies.
Final year project
Arthropop Insect Soda - BrandOpus Chrysalis Award