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The New York and Los Angeles branding and design company Saint Urbain not too long ago labored with the Google and YouTube groups to create an enormous interactive installment for this yr’s VidCon. Because VidCon is understood for its wildly artistic viewers, the groups collaborated to develop merch, packaging, copywriting, collateral, and graphic design, amongst different issues, to carry the activation to life.
The result’s a Drive-Thru exhibit honoring high creators. Each of the 5 high creators chosen had a snack developed in honor of their originality and pure knack of connecting with their respective audiences. Saint Urbain poured over every creator’s content material to make sure that every snack and packaging precisely mirrored the creator. The designs are inherently reflective of the GenZ aesthetic, whereas the copy and illustrations mirror quips solely essentially the most genuine followers recognize.
The following 5 snacks have been created by the designers at Saint-Urbain
Ezee x Natalie – NEEZY’S
Saucy Santana – Cereal Gworl
Valentine Brothers – Pizza Cookie
Nia Sioux – Solos
MacDoesIt – BWAH!
The following snacks have been dealt with by the inner Google group
BenoftheWeek – Explosive BeanzKelly Wakasa – Rise and GrindSofie Dossi – BendablesInquisitorMaster – Inquisitortilla ChipsMiki Rai – Good Morning Besties BarLarray – Larray’s Mac n’ Cheese Pasta ChipsThat’s Amazing – Poppin’ ShotsLouie Castro – SsstupidipsDream – Oh DreamsMiles McKenna – S’MilesPatrick Starrr – Pop-OffNessa Barrett – Heart BreakersTabitha Swatosh – Tea with Tab
Brief
At this yr’s VidCon, the annual conference for followers and on-line platform business sorts, we collaborated with the group at Google / YouTube, in creating their large-scale Drive-Thru activation. In an effort to market YouTube Shorts, their reply to TikTok and IG Reels, we developed one-of-a-kind snacks for his or her high creators to present to followers.
FINDINGS
In a really collaborative effort with the superb in-house artistic group at Google / YouTube, we have been tasked with the idea, model identification, and packaging design of 5 distinctive snacks related to YouTube creators. With some perception from the YouTube group, we discovered extra in regards to the client conduct of Gen Z followers and the way their media habits revolve round their shut relationship with the creators they comply with.
With this in thoughts, we devoted ourselves to watching hours of video to verify we understood the DNA of every creator, so our branding and packaging mirrored the principle model themes, together with subtleties solely true followers would know. The profitable end result was evident (and satisfying), as followers flocked to YouTube Shorts and different platforms to precise their pleasure over having their favourite creators snack in-hand, their favourite half being the within jokes and eater eggs sprinkled throughout the copy and illustrations.
