Romanian Ice Cream

Romanian Ice Cream

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

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:

  1. 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.

  2. Other recommendations for the naming?
    You can explore alliteration, assonance, reduplication to make it musical when pronounced and easily to remember.

  3. 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.

  4. 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.

  5. 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.

Romanian Ice Cream.pdf
Romanian Ice Cream.pdf

Client: The Alternative School

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

Briefs

Discover all Briefs

News article cover image.

12/13/24, 10:00 AM

URSUS - The King of Beer in Romania

Celebrating the Legendary heritage of the iconic Romanian brand

“Ursus Legendary” is a campaign celebrating over 140 years of Ursus’ heritage, reinforcing its title as “King of Beer in Romania” by immersing the audience in its rich history of innovating and being “THE beer” for all the hip parties, concerts, HORECA locations and gathering with friends.

Disciplines / skills: PR / Strategy

The client:

Ursus is the leader of the premium beer segment and the go-to brand Romanians recommend when foreigners want to try “The best local beer”.

Campaign’s Tone of voice:

Modern, light-hearted, witty, adapted to 20 - 25 y.o. conversational style.

The Audience / conversation partners:

Young adults drinking beer in casual social occasions, but don’t think too much about the associated brands. They heard from their parents (or in old commercials) that Ursus is The King of Beer in Romania, but they don’t really know why.

What:

Create a PR campaign that will convince young adults that Ursus is an iconic brand, The King of Beer in Romania for over 140 years, and drive brand attachment.

How do we measure success ?

The originality of the insight and creative angle - why should people care?

Advertising potential:

Is it consistent with Ursus’ TOV?

Does it have cut-through potential?

(engaging, the brand can be easily recognized)

Is the message clear and easy to understand?

Is it compelling?

(relevant enough to create brand attachment)

Deliverables:

1.A PR campaign driving brand attachment among young adults (20 - 25y.o.), thus becoming the brand ambassdors for this iconic Romanian brand and its heritage.

Technicalities:
A Google drive folder containing:

a) 1 PDF, max 2 pages, explaining: a) the idea - 1 line, b) The Insight: 3 lines on how you found it by exploring the pop culture, habits, and challenges of the target c) Up to 3 paragraphs focusing on how to drive brand appeal for the target - what aspects of Ursus’ heritage will you focus on and how will you leverage them to engage our target, d) Up to 2 paragraphs explaining what PR touchpoints you will leverage and why you chose them, e) The Expected outcome in 2025 - 2-4 lines.

b) 3 creative items of your choice:

Visuals / short video / copy /audio script / SoMe / Digital content, depending on the PR touch points you chose in your strategy

c). A 3 board, landscape, containing the name of the team, the title of the campaign. The catchy board, essentially selling your solution, is presenting in a concise, appealing form the highlights from a & b, following as guidance for headlines: 1. Idea 2. Insight / Tension 3. Strategy 4. Expected outcome + a selection from the visuals.

Samples of A3 competition boards solving similar briefs:

https://thealternativeschool.com/the-school/explore-briefs

Deadline:

Send your solutions on a google drive, under YOUR_TEAMS_NAME link until 13.12.2024, 10 AM

Make sure the link is public before sending the email.

Contact:

andra@thealternativeschool.com

Any further recommendations ?

The campaign shouldn’t be a “boring” history lesson. It is meant to drive engagement and be relatable for young adults. By the end of the campaign Ursus shouldn’t feel like a dusty-old brand, but like a brand that always managed to be youthful and up-to-date.

Q&A helping you to better solve the brief:

  1. Can we come up with specific creative solutions ?
    Yes, you can come up with limited edition packaging, special packs with gifts, merchandise or whatever else you think it will help drive awareness of your campaign at the point of sale or in any other interaction contexts might serve your strategy.

  2. Do we have to use “legendary” as a term?
    No. You can use it if it inspires you and if it makes sense in your creative solution, BUT it isn’t mandatory. However, it’s important to use “King of Beer in Romania”.

  3. Final recommendations for the board ?
    a) The idea / insight (translated in the title of the board) should give a very clear reference to your strategy & creative solution.
    b) Keep the board’s text to a minimum, everything else - the extra-details - could be integrated in the pdf.
    c) Use white space, keep the board decluttered, integrate impactful visuals
    d) The clarity, magnetism, appeal of the board (selling basically your idea) is the first step to win the jurors’ attention & appreciation.

News article cover image.

4/22/25, 10:00 AM

Orchard of Flavours / Pomar dos sabores

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:

  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 coherent, contemporary design system (type, icons, colors)

  3. 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.

  4. On an A 3 board, present in a concise, appealing form:

  5. 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:

  1. 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.

  2. 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,

  3. 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.

  4. 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.

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