THE KNEADS OF THE MANY
This is a design concept for campaign collateral for EXE, a subsidiary of UNGA Group.
I was commissioned by UNGA Group for their 2021 EXE baking wheat flours Campaign in which I had to develop a Creative Direction, Copywriting, a series of posters and marketing strategy on the theme of ever-changing moods and the ability of puns and humor to change our feelings.
My first challenge was establishing a creative direction that would work in UNGA Group's East African markets and not isolate any of the audience. I went through various iterations of humor, puns and style to create an easily-identifiable, modern, gender-neutral theme with no specific age or race.
I then focused on the moods I wished to portray, from positive and full of energy to more naughty and funny copy with a dark and mysterious background to establish the contrast between the copy and visuals both in color and tone.
For this 'pun-y' direction I wanted a more refined and naughty sense of humor, a dark style to contrast with the energetic, pun filled copy for the visual drama.
ENJOY
You will never have to worry about being an EXE to this flour. Our wit may not be that good but our EXEpertise in wheat flour is flawless.
Our EXE wheat flour category is made with this understanding, that no one type fits all your cooking needs.
Our EXE wheat flour category is made with this understanding, that no one type fits all your cooking needs.