ITSU: Senior Designer / Graphic Designer
-Build up brand visual guideline with company owner
-Brand guardian, ensuring alignment across all creative design outputs for over 70 stores in the UK and US
-Delivering briefs to tight deadlines and brand guidelines
-Working with agencies to produce creative photography and manage FMCG print and production proces
-Re-evaluated and redesigned marketing materials, to produce more dynamic and cost-efficient collateral, in order to increase demand and sales in all itsu locations.
-Created compelling in-store photographic and design based inserts meant to convey the seasonal mood and messaging.
Itsu is a unique Asian inspired fresh food brand in the UK and US. Working close to the company owner, Julian Metcalfe, I delivered the brand and marketing design assets over 7 years to cover more than 70 stores. Brand guidelines developed to help building up a strong itsu visual language across marketing materials, campaign materials, photograph, colour and font usage.
Itsu grew up so fast. New store management team and store construction team needed a graphic design solutions to cover the empty hoarding space while the builder constructed the itsu site. Itsu's hoarding panel space was a great place to communicate with potential customers of the new branch. Localised copy created for the hoarding design with itsu brand layout. Unique itsu butterfly logo acted as an important recognisable visual element. Black and white healthy volleyball player curated as a main part of the hoarding design. All engaged with the message of itsu brand concept 'eat beautiful' as well as 'health and happiness'.
Itsu sells fresh food everyday. All food products are produced in the kitchen, not delivered by a factory. As soon as those food is made, the store fridge is getting filled with those fresh products. To help itsu customer's fast journey in-store, the fridge section divider has created as a visual marketing communication solution. The section is divided by caterogies; sushi, salads, low carb salads, drinks, and dessert. Design development started with the concepting including font usage, font size, colour, and photograph. And it also needed the fridge size audit over 70 stores for the implamentation.
Seasonal campaign in itsu treated importantly as a platform to introduce new products of the month as well as to deliver itsu's brand messages. As an in-house designer, I developed the pitch documents for each season including concept ideas, photograph direction, social media visual contents direction, OOH design direction as well as artwork delivering.
FMCG packaging design is important channel to deliver itsu brand message to customers. Product naming, colour, photograph, font, product contents are all important to consider as itsu design elements. Hot food, cold food, drinks and snacks need to be designed in itsu's look and feel. I have developed a itsu packaging design template which can be used for initial itsu packaging design development.