Ashleigh Sun

Absurd + Outrageous

2020

A collaboration with Farin Dickinson, Nicole Canuto, and Cody Wadham-Burke.

String — not to be mistaken with thread, rope, twine, etc.—is a product that has not received much significant advertising and branding attention. Absurd + Outrageous is a new brand of string (edible, sniffable, usable, and collectible) marketed towards a VALS target market — Experiencers — who are impulsive, trendy, spontaneous, adventurous, and more.

Working collaboratively, we have researched and generated the concept, logo, copywriting, imagery, advertising, packaging, and brand book.‍‍‍

View brand book

Absurd + Outrageous

2020

A collaboration with Farin Dickinson, Nicole Canuto, and Cody Wadham-Burke.

String — not to be mistaken with thread, rope, twine, etc. — is a product that has not received much significant advertising and branding attention. Absurd + Outrageous is a new brand of string (edible, sniffable, usable, and collectible) marketed towards a VALS target market — Experiencers — who are impulsive, trendy, spontaneous, adventurous, and more.

Working collaboratively, we have researched and generated the concept, logo, copywriting, imagery, advertising, packaging, and brand book.‍‍‍

View brand book

Visual identity.
Ten fruit flavours — mangosteen, strawberry, watermelon, guava, lychee, peach, starfruit, yuzu, coconut, and an unknown mystery flavour — were created to entice Experiencers to collect all the different flavours of string.
Absurd + Outrageous string is packaged in blackout boxes with a double lid layered on top of one another. The bottom lid features a section of the conveyor belt illustration, revealing the flavour of the string.
Once all ten flavours have been collected, the boxes can be tiled to form the entire illustration.
Included in the packaging is a checklist sheet — an important collecting experience.
An Instagram advertising campaign was determined to be the most effective way to reach Experiencers. There are ten advertisements, each of which show a different flavour.