Orchard of Flavours / Pomar dos sabores

DEADLINE / LIFELINE: Apr 22, 2025

SEND THE DELIVERABLES LINK TO: Teodora.migdalovici@thealternativeschool.com / win@thealternativeschool.com

MANDATORY. Submissions must be shared via a link. Solutions sent as email attachments WILL NOT BE considered.

Disciplines / skills: design / visual languages / strategy / social media

The client: orchardofflavours.com

Located in Tavira, Portugal, with over 300 different tree species, Orchard of Flavours is an edible Botanical Garden; a space where people can explore, eat available fruits, learn about agro-ecology via workshops or get educated consultancy for their own gardens. Research on growing edible plants under the current climatic context is also a key activity.

Context:

Since its launch, in 2019, the overall activities around the Botanical Garden were coordinated by the founder, Miguel Cotton - private visits, workshops, research and, of course, everything related to the growth of the Botanical Garden itself.

It is time for a new stage in the Orchard of Flavours life.

How good looks like ?

-a refreshed logo

-a smart visual communication system to help visitors explore on their own, without a guide

-a digital strategy to promote the garden, within the new visual communication system

The Audience:

*visitors willing to explore the edible botanical garden & spend quality time, agro-ecology enthusiasts coming for the workshops, garden owners in search for consultancy, researchers, suppliers. Challenge - most of them are Millenials, some Boomers, but this Orchard is for the future generations, so ask yourselves how we can bring Gen Z&X there?)

What:

*Logo: Refresh the identity

*The typography & new icons to define a new, coherent, fluid visual communication system, taking into consideration two categories of public: digital natives & digital emigrants

*Digital Strategy Promo (to reach also Gen Z, Gen X, consider gamevertising)

Brand’s Tone of voice:

Fluent, contemporary, solar, enchanting, joyful, human-centric, vital.

Feel free to use your intuition / insight.

Deliverables:

Decline the logo on a sticker. (2,5 or 3.5 cm + 0.5 bleed at 300 dpi, via editable PDF for the printable version or 1350x1080 pixels/size for the digital sticker)
Create a coherent, contemporary design system (type, icons, colors)
Decline it in minimum 5 visuals, selecting from: the layout of the display containing critical info in front of each plant | the direction sign | the exit sign |the toilets sign | the welcome sign | the main entrance outdoor panel | the membership card | The Shop sign | The workshop area sign | Map of the garden | Other visual elements critical for a good UX |a social media post promoting the launch of the first walking tour without a guide. The size & shapes of the visuals are at your choice. Format: editable pdf.
On an A 3 board, present in a concise, appealing form:
Insight 2. Idea 3. Strategy (visual & digital). Include on the board the logo, the five selected visuals from the list above. Ad up other complementary visuals, if necessary, especially if the brand narrative is integrated within a video game.
Samples of A3 competition boards solving similar briefs here.

Deadline: 22.04 | 10 AM

Send your cv & solutions on a google drive link until 22.04 | 10 AM.

Make sure the link is public so the solution can be properly evaluated, before sending the application email.

Important: After each class, for this brief, you can present in 5 min your idea / strategy, receive feedback and improve / edit the solution, until 22.04.

Contact:

win@thealternativeschool.com

andra@thealternativeschool.com

Few Q&A helping you to better solve the brief:

While designing the logo, can we change the papaya symbol?
The papaya is critical - if one can grow papaya, he can grow anything.
However, if you feel the papaya symbol could look better or the logo could be more interesting with a different symbol or without one, explore that route.
Do you have other guiding elements for the visual experience?
2.1. The design system & visual experience should find an intelligent, EQ aware solution for all age groups to help them navigate all garden areas with ease, without a guide to show them around.
2.2. How do you want people TO FEEL while interacting with the logo & the overall visual experience? It’s important to be digitally connected, yet not everyone loves QR codes. They are important, but they’re not everything,
Any references for the strategy?
Make it as clear, enchanting and engaging as possible. We speak with adults, but we want younger people to know about the garden’s workshops, goals & experiences, becoming a new generation of edible plant cultivation afficionados. Make it so memorable that the Botanical Garden becomes a must-have destination for all plant lovers & plant growers & conscious planet people out there.
What about the A3 board?
Structuring the essentials of the case study and selling your idea via an A 3 board is a Cannes Lions tradition.
Integrating all you work in this board is a skill showing the evaluators you can be great communicators balancing properly visual and text. Think of it as the Ad of the Ad. When creating the board, keep the text to a minimum. Be relevant with the copy, have a bold title and an appealing visual experience.

Orchard of Flavours / Pomar dos sabores.pdf

Client: orchardofflavours.com

/ skills: design / visual languages / strategy / social media

Briefs

Discover all Briefs

3/14/25, 11:59 PM

Romanian Ice Cream

Disciplines / skills: design / visual languages / strategy / social media

What:

Create the identity (name, logo, optional slogan) for an ice cream Romanian brand, Gen Z driven. It’s a premium brand in terms of quality, look & feel of the packaging, to be found in nicely designed, easily accessible locations in Bucharest & on line, at a friendly price. Make it versatile-ready, easily to be declined in different color codes & contexts. Create a launching strategy with focus on social media & decline it in a social media post sample.

Brand DNA:

Culturally insightful. Be it pop-culture or tradition (reinterpreted). Romanian.

Brand style:

Eye candy. Aware of the latest trends in graphic design / typography.

Tone of voice:

Funny, conversational, perfectly relevant for intelligent Romanian Gen Zetters.

The Audience:

Romanian Gen Z, urban, hyper digitalized, cosmopolite, many of them video game players.

Smart approach on life, optimists, opportunity seekers, solution driven people.

Deliverables:

1.Decline the logo on a sticker. (2,5 or 3.5 cm + 0.5 bleed at 300 dpi, via editable PDF for the printable version or 1350x1080 pixels/size for the digital sticker)

2.Create a social media post for its launch. (could be video or a format easily to be declined in print.)

3. Explain in one page or less (pdf):

3.1. the concept of the logo in 2-3 lines

3.2. the launching strategy, making this ice cream top of the mind for the Gen

Z. 4 lines

3.3. the social media approach, so the launch of this new born Romanian ice cream brand would be a resounding success among GEN Z, transforming it in a delightful contemporary local love brand – 3-4 lines

3.4. Explain why this strategy will bring exceptional results in sales, as much as in likeability. Expected results. 3 -5 lines

4. On an A 3 board, present in a concise, appealing form the logo, the social media post (if print, or 3 stills if video) & complete with 1-2 lines the following headlines: 1. Insight 2. Idea 3. Strategy 4. Expected outcome. Ad up other complementary visuals, if necessary.

Samples of A3 competition boards solving similar briefs could be found on the dedicated previous section on the website: Previous-Work.

Deadline: March 14th

Send your cv & solutions on a google drive link until March 14th.

Contact:

win@thealternativeschool.com,

andra@thealternativeschool.com.

Mention the name of your program study / faculty in the subject.

Few Q&A helping you to better solve the brief:

Can we use a foreign language in the name selection?
Our target audience is cosmopolite, Romanians are very often polyglots so yes, if the final outcome of your creative work is relevant for the audience, you can pick a foreign language for the naming.
Other recommendations for the naming?
You can explore alliteration, assonance, reduplication to make it musical when pronounced and easily to remember.
Do you have other guiding elements for the visual experience?
3.1. The characters, the colors and the visual content are setting the mood of the brand, so be aware of their vibe & meaning.
3.2. Gamers are part of the audience. This can be a hint for the visual’s character. Use this insight in the strategy & social media solutions.
Any references for the strategy?
Make it as engaging as possible. Make it so memorable the brand goes into the pop-culture. Meme-like popular. Think how to integrate the brand into video brands narratives.
What about the A3 board?
Structuring the essentials of the case study and selling your idea via an A 3 board is a Cannes Lions tradition. Integrating all you work in this board is a skill showing the evaluators you can be great communicators balancing properly visual and text. Think of it as the Ad of the Ad. When creating the board, keep the text to a minimum. Be insightful and relevant with the copy, have a bold title and a good overall visual experience.

4/21/25, 11:00 AM

INVIZIBILII.RO: BE SEEN

Help vulnerable people evolve, transform and thrive

Disciplines / skills: strategy / digital / design thinking / design feeling

The client:

Invizibilii.ro is a recently launched platform dedicated to Romanians in vulnerable situations and at risk of social exclusion. An in depth study identified 6 categories: Subsistence farmers / Small entrepreneurs / Single-parent families / Undeclared workers / Retired people / Unemployed individuals over 50 years old.

Problem / Challenge:

How do we reach the biggest number of people in the shortest amount of time, in a consistent way, so we could help them improve their lives, get out the risky zones and ultimately thrive?

Your task:

1.Pick a vulnerable category out of the 6 identified through the study:

https://www.invizibilii.ro/studiul/

Make your selection based on:

a) degree of importance- medium and long term perspective

b) the impact of your strategy

2.Design an effective, creatively driven, EQ aware strategy in two steps:

2.1.Create the system that would work best to help your selected category escape the vulnerable situation, evolve and thrive. You can pick the Invizibilii.ro solution - meetings and workshops facilitated by Government agencies active in each of Romania’s 40+ counties (https://www.invizibilii.ro/ateliere/) and make it highly functional or you can come up with alternative or complementary solutions. How good looks like ?

2.2. Connect & communicate: Select the best tools and the best media mix to reach out for the biggest number of people and have them engaged in your #BeSeen program.

Brand’s Tone of voice:

Compassionate, unpretentious, familiar, warm, inviting, conversational, practical.

Brand’s personality:

Functional, useful, supportive, reliable, compassionate, makes improbable possible. High level of emotional intelligence. Hands on. Let’s make things happen.

Deliverables:

Explain in max 2 pdf pages the mechanics created to help your vulnerable group of choice and the associated communication strategy making INVIZIBILII.RO the go to, highly functional Platform for them. Indicate how do you reach the biggest number of people from your chosen group and how do you help them solve their vulnerability, evolve and thrive.
On an A 3 board, present in a concise, visually compelling form:
2.1. The insight / relevant tension related to your chosen vulnerable category. What hurts the most?
2.2. The idea: “How do you reach them or make them reach out for INVIZIBILII.RO’s help?”
2.3. The Communication Strategy delivering the solution for the Problem / Challenge.
2.4. For the visual support, you can use Invizibilii.ro visual resources or you can come up with your own visual narrative, if it serves best the strategy.
Samples of A3 competition boards solving similar briefs here.

Deadline: 21.04 | 11 AM

Send your solutions on a google drive, under YOUR_TEAMS_NAME_24H link until

21.04 | 11 AM.

Make sure the link is public before sending the email.

Contact:

andra@thealternativeschool.com

teodora.migdalovici@thealternativeschool.com

Few Q&A helping you to better solve the brief:

Can we use the existing system and make it better ?
Definitely yes. You can use anything with potential on the platform and come up with more functional, exponentially useful solutions.
Top 5 challenges of the current program ?
Predictability & scalability: The workshops and meetings (currently facilitated by the local governmental agencies) are unpredictable in terms of people accessed, time and date. There is not a scalable format, yet, to consistently service all 6 vulnerable groups, in a structured, clear, transparent, highly impactful, 24/7 system.
User experience fluent mechanics: Recently launched, Invizibilii.ro platform is not yet at its best when it comes to people interacting with it, especially those that are its main beneficiaries.
Literacy: Subsistent farmers are the biggest, most vulnerable category out of the 6. They might own a phone, but some of them have a low level of literacy - be it digital or formal. Low education is very often a common ground for the 6 vulnerable categories.
Fragile alliances: The local governmental agencies are not necessarily open to support INVIZIBILII’s effort to reach out for vulnerable categories, so either a smart strategy to convince all of them to join or complementary routes to connect independently and build relationships with people might be considered. Could we find a better way to connect people with the support that’s ready to help them ?
The support itself. The program, being in its infancy, still needs to figure it out a coherent, tangible, concrete form to address each of the 6 vulnerable categories in ways that are relevant to them, that can genuinely facilitate change, bringing solutions in a fair amount of time. “Give people fish and they will have food for a day. Give them a line and teach them how to fish and they will have food for a lifetime.” How do we do that ?

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