LO3: Demonstrate the development of media products for use from Plan>draft>final

 

Plan and Draft for the Creation of Ktea Adverts

To ensure that the Ktea advertisements are created systematically, meeting the technical and aesthetic requirements of the client’s brief. Following this structured approach, we achieved high-quality, engaging adverts that effectively promote Ktea’s products and resonate with the target audience.

This plan outlines the steps taken to create three Ktea advertisements: a loyalty card ad, social media posts, and a promotional video showcasing the fresh preparation of bubble tea. The goal was to ensure that each advertisement met the technical and aesthetic requirements specified in the client's brief, effectively engaging the target audience.

Step-by-Step Plan

1. Concept Development

• Brainstorming Session: We conducted a brainstorming session to generate ideas for each advert. We focused on themes, messages, and visual styles that align with Ktea’s brand identity.
• Mood Board Creation: To visualize the concepts, we created mood boards for each advert. These included colour palettes, typography, imagery, and design elements.

2. Pre-Production

• Script and Storyboard (for video): We developed a script and storyboard for the promotional video, outlining each scene, including dialogue, camera angles, and transitions.

• Design Drafts: We created initial design drafts for the loyalty card ad and social media posts, including layout sketches, text placement, and visual elements.

• Approval: We presented the concepts and drafts to the client for feedback and approval.

3. Production

• Photography and Videography:

  • Scheduled Shoot: We arranged a photoshoot for the loyalty card ad and social media posts and a video shoot for the promotional video.
  • Setup: We set up the studio with appropriate lighting, backgrounds, and props, ensuring all equipment was ready and tested.
  • Shoot: We captured high-resolution images of the products and ingredients and filmed the step-by-step preparation of bubble tea, focusing on fresh ingredients and engaging visuals.

• Graphic Design:

  • Design Software: We created the ads using professional design software (e.g., Adobe Photoshop, Illustrator).
  • Finalize Designs: We refined the design drafts based on the photoshoot results, ensuring clarity, legibility, and visual appeal.
  • Add Branding: We consistently incorporated the Ktea logo and brand colours across all designs.

• Video Editing:

  • Editing Software: We edited the promotional video using video editing software (e.g., Adobe Premiere Pro, and Final Cut Pro).
  • Edit Footage: We edited the footage to create a cohesive and engaging narrative, adding text overlays, graphics, and animations as needed.
  • Audio: We included background music and voiceover, ensuring audio quality was high and well-balanced.

4. Post-Production

• Review and Revisions:

  • Internal Review: We reviewed the adverts internally to check for technical quality, adherence to the brief, and overall appeal.
  • Client Feedback: We presented the final versions to the client for feedback and made necessary revisions based on their input.

• Final Approval: We obtained final approval from the client on all adverts.

Drafts for Adverts

Loyalty Card Design

Front Side:

1. Logo and Background:

   • Use the Ktea logo from the provided images.
   • Set the background to match the marble effect from the uploaded files.

2. Stamp/Point Section:

   • Create 10 circles for stamps or points, with each circle representing a purchase.
   • Design the circles to incorporate fruit icons from the first uploaded image.

Back Side:

• Visual Appeal:

• To maintain visual interest, incorporate small, light fruit icons as a background pattern.

Social Media Post 

• Image: A high-resolution image of the fresh fruit teas and milk teas with fresh fruits
• Caption: “Savor the freshness of our strawberry fruit tea, which is made with real strawberries. #Ktea #StrawberryFruitTea #FreshIngredients”
• Branding: The KTea logo is visible on the cup and in the corner of the image.

Visual Elements

• Use a consistent colour palette that matches the Ktea branding: light beige, brown, and green.
• Incorporate fruit icons and bubble tea elements to create a cohesive and appealing look.
• Ensure all images have the Ktea logo watermark for brand recognition.

Set up of the studio 

Implementation

• Schedule the posts to be spread out over a month for consistent engagement.
• Use hashtags relevant to each post to increase visibility.
• Engage with followers by responding to comments and encouraging them to share their experiences.

Promotional Video Script and Storyboard

• Opening Scene: A close-up shot of fresh fruits and ingredients.
• Scene 2: The step-by-step preparation process of bubble tea, Brown milk tea and Mango Fruit Tea.
• Scene 3: Youngsters aged 15-18 enjoying the freshly made bubble tea.
• Closing Scene: Zooming to the front of the Ktea store and logo with a call to action.

Final products 

Loyalty Card

Social Media posts 

Promotional Video 

LO3: Evaluate how the created materials meet the technical and aesthetic requirements of the client's brief

Technical and Aesthetic Requirements of the Client’s Brief:

Here are the technical and aesthetic requirements that Ktea, the client, have outlined in their brief:

Technical Requirements

1. Clarity and Legibility:

   • Text Readability: Ensure all text, including product names, descriptions, and branding, is clear and easily readable.
   • High-Resolution Graphics: Use high-resolution images and graphics to ensure clarity and professionalism.

2. Consistent Branding:

   • Logo Placement: The Ktea logo must be prominently displayed on all advertisements and loyalty cards.
   • Brand Colors: Use the brand’s specific colour palette consistently across all marketing materials.

3. Ease of Use and Understanding:

   • Intuitive Layout: Design layouts that guide the viewer’s eye naturally through the content, making it easy to understand at a glance.
   • Clear Calls to Action: Include clear and concise calls to action where necessary, such as instructions on how to use the loyalty card.

4. Target Audience Relevance:

   • Youth Appeal: Design elements should cater to the preferences and interests of teenagers and young adults.
   • Social Media Compatibility: Ensure designs are suitable for sharing on social media platforms.

Aesthetic Requirements

1. Visual Appeal:

   • Colour Palette: Utilize a soft, pastel colour palette that is inviting and aligns with Ktea’s brand identity.
   • Attractive Imagery: Incorporate visually appealing images of the products, such as fresh fruits and beautifully prepared bubble tea.

2. Modern and Trendy Design:

   • Minimalist Design: Opt for a clean and minimalist design to keep the focus on the products and the brand.
   • Artistic Elements: Include subtle artistic elements like marbled backgrounds to add visual interest without cluttering the design.

3. Brand Personality and Storytelling:

   • Natural Ingredients Emphasis: Highlight the use of fresh and natural ingredients visually engagingly.
   • Youthful and Energetic Tone: Use design elements that convey a sense of fun, energy, and freshness, resonating with a younger demographic.

4. Engagement and Interaction:

   • Dynamic Visuals for Videos: Ensure promotional videos are engaging, showing the process of making bubble tea and the enjoyment of the product.
   • Social Proof: Include images or clips of happy customers, particularly young people, enjoying Ktea products to build trust and relatability.

How the created adverts met the technical and aesthetic requirements 

Loyalty Card

1. Clarity and Legibility:
• Text: The Ktea logo and text are clear and legible, ensuring that the branding is easily recognizable and readable at a glance.
• Graphics: The images of various fruits and the bubble tea cup are distinct and well-defined, making it easy for customers to understand the visuals without confusion.
2. Consistent Branding:
• Logo Placement: The Ktea logo is prominently displays the design, reinforcing brand recognition. The consistent use of the logo across all materials maintains brand identity.
• Colour Scheme: The pastel colours align with Ktea’s overall brand aesthetic, ensuring a cohesive look that matches other marketing materials.
3. Ease of Use:
• Design Layout: The layout is simple and intuitive, making it easy for customers to understand how to use the loyalty card. The positioning of elements effectively guides the user's eye.

Aesthetic Requirements

1. Visual Appeal:
• Colour Palette: Using soft, pastel colours creates an inviting and appealing look. These colours are aesthetically pleasing and align with current design trends.
• Fruit Imagery: Including various fruits enhances the visual appeal and emphasizes the natural ingredients used in Ktea’s products.
2. Modern and Trendy Design:
• Minimalist Approach: The clean, minimalist design is contemporary and aligns with modern aesthetic preferences. This simplicity ensures that the card looks sophisticated and stylish.
• Artistic Background: The marbled background adds a subtle, artistic touch that makes the card visually interesting without overwhelming the main elements.
3. Target Audience Appeal:
• Youth-Friendly: The playful yet elegant design elements cater to a younger demographic, a significant part of Ktea’s customer base. The trendy design is likely to appeal to teenagers and young adults.

Social Media Posts

1. Clarity and Legibility:
• Text: I made sure the text was clear and legible, using a large, readable font that stood out against the background. This ensures that the message is easily understood at a glance.
• Logo Visibility: I prominently displayed the Ktea logo at the top left and on the cup, making it easily recognizable and ensuring consistent branding across posts.
2. Image Quality:
• High Resolution: I used high-resolution images to ensure the posts look professional and attractive on all devices, maintaining sharpness and clarity.
• Product Focus: The focus on the drinks ensures that the product is the main highlight, with no distractions from the background or other elements.
3. Consistency Across Platforms:
• Brand Colours: I maintained Ktea’s brand colours, using pastel shades that align with the overall aesthetic, ensuring a cohesive look across all social media platforms.
• Design Elements: Consistent use of design elements like the heart-shaped lid stopper and fresh fruit/milk tie the posts to the Ktea brand identity.

Aesthetic Requirements

1. Visual Appeal:
• Colour Palette: I chose backgrounds and text colours that complement the drinks 
• Composition: The composition places the product centrally, with accompanying fresh strawberries, enhancing the natural and fresh image of the drink.
2. Modern and Trendy Design:
• Minimalist Approach: I adopted a clean, minimalist design that is contemporary and aligns with modern aesthetic preferences. This simplicity ensures that the post looks sophisticated and stylish.
• Use of Space: The designs use negative space effectively, making the text and product stand out without clutter.
3. Target Audience Appeal:
• Youth-Friendly: The playful yet elegant designs cater to a younger demographic, a significant part of Ktea’s customer base. The trendy design and vibrant colours will likely appeal to teenagers and young adults.
• Engagement: The visual elements are designed to be "Instagrammable," encouraging social media engagement through likes, shares, and comments.

Promotional Video 

1. Clarity and Legibility:
• Text Overlays: I ensured that any text overlays in the video, such as the drinks he was making, were clear and legible. Using a large, readable font with high contrast against the background ensures that viewers can easily read the information.
• Logo Visibility: The Ktea logo is prominently displayed at key points in the video – at the beginning, during the preparation process, and at the end. This consistent branding reinforces brand recognition.
2. High-Quality Footage:
• Resolution: I used high-resolution video footage to ensure that the video looks professional and sharp on all devices, from mobile phones to large screens.
• Lighting and Angles: The video is well-lit, and I used appealing camera angles to showcase the preparation process and the final product. This enhances the visual quality and makes the content engaging.
3. Sound Quality:
• Clear Audio: I ensured that the background music was clear and of high quality. The audio levels were balanced so that the narration was easily heard without being overshadowed by background sounds.
• Music and Effects: The background music is upbeat and lively, aligning with the energetic vibe we want to convey, especially to our younger audience.

Aesthetic Requirements

1. Visual Appeal:
• Colour Palette: I used a colour palette that aligns with Ktea’s branding, including pastel and vibrant colours that make the video visually appealing. This consistent use of colours ties the video to the brand’s aesthetic.
• Fresh Ingredients: The video features close-up shots of fresh ingredients, such as freshly cut mangos, to emphasise the quality and freshness of the products.
2. Modern and Trendy Design:
• Editing Style: To keep the video engaging, I adopted a modern editing style with smooth transitions and dynamic shots. The pacing is quick enough to hold viewers’ attention but slow enough to clearly show each step of the preparation process.
• Graphics and Animation: Subtle graphics and animations are used to highlight key points and add a modern touch to the video. These elements make the video more engaging and visually attractive.
3. Target Audience Appeal:
• Youth-Friendly: The video features youngsters aged 15-18 enjoying the bubble tea, making it relatable to our target demographic. The scenes are lively and fun, reflecting the energy and lifestyle of our younger audience.
• Engagement: The video is designed to be engaging, with captivating visuals and relatable content, such as friends talking and enjoying the food and drinks. This is intended to encourage viewers to share the video on social media, increasing its reach and engagement.

LO2: Evidence of development of further material

 Loyalty Card

Sketch

Draft

Final version

Social media posts

Sketch

Draft

final version 

promotional video

Sketch/storyboard 

 

Draft 

final version 

LO3: How the conventions of your adverts meet the trends in existing adverts

Social media posts

My inspiration 

The social media posts I created reflect the latest trends in advertising for a few key reasons. Firstly, I made sure to use a minimalistic design. I kept the backgrounds clean, the layouts simple, and limited the text. This helps draw attention directly to the product, which is exactly what I wanted.

I also focused on using high-quality imagery. The photos of the drinks are clear, vibrant, and really show off the product in an appealing way. High-quality images are essential because they immediately catch the viewer’s eye and make the product look desirable.

Consistent branding was another important aspect I considered. By using the Ktea logo and sticking to a consistent color scheme across all the posts, I aimed to reinforce the brand identity. This consistency is crucial for recognition and helps in building a loyal customer base.

I made sure to include clear pricing information on each post. I know how valuable transparency is to consumers, and by displaying the prices prominently, potential customers can easily see the cost without needing to look for more information.

Each post highlights the specific type of tea and its unique ingredients or features, which I believe helps inform and entice potential customers. This targeted approach is something I see working well in current marketing strategies.

Lastly, I used engaging colors and modern typography. I wanted the posts to be visually appealing and more likely to be shared. The colors and fonts are trendy and help make the posts stand out.

Loyalty Card

My Inspiration 

Use of Pastel and Soft Colours:

• I chose soft pastel colours with a creamy beige background and subtle colour accents from the fruit and bubble tea illustrations. This matches the trend of using calming and aesthetically pleasing colour palettes. Soft pinks, peaches, and beige tones are particularly popular, so I incorporated them into my design.

Minimalistic and Clean Design:

• I aimed for a clean and minimalistic layout. The design is spacious and free of clutter, focusing on essential elements. This minimalistic approach is something I noticed in current designs, where clean lines and ample white space are favoured.

Illustrative Elements:

• I included hand-drawn style illustrations of fruits and bubble tea to add a personal and playful touch. This aligns with using custom illustrations to create a unique look. Like the example cards that feature illustrations of coffee cups and other motifs, I wanted my card to have engaging and thematic visuals.

Branding and Logo Placement:

• The logo was placed prominently in the centre, intentionally reinforcing brand identity. I observed that example cards also place logos and brand names in prominent positions, making the brand easily recognizable and memorable.

Typography:

• For the typography, I chose a straightforward and easy-to-read font. While ensuring the font style matches the brand’s identity, I noticed many example cards avoid overly decorative fonts in favour of readability and a modern look, so I followed suit.

Engagement Elements:

• The colourful fruit illustrations and bubble tea graphics add a visual engagement factor. For example, cards often use engaging graphics like coffee cups or eyelashes that resonate with their products. I aimed for a similar effect with my illustrations to make the card more visually appealing and fun.

Promotional Video 

My Inspiration

Lofi Music:

• I incorporated Lofi music as the background track for the video. This type of music is currently trendy in promotional content because it creates a relaxed and inviting atmosphere. The soothing beats and mellow tones of Lofi music help to set a calming and enjoyable mood, making viewers more receptive to the content.

Satisfying Transitions and Sounds:

• To keep the video engaging, I used satisfying transitions and sounds. These include smooth slides and swipes that seamlessly move from one scene to the next. These transitions add a professional and polished feel to the video, which is a key trend in high-quality advertisements. Additionally, I included subtle sound effects that complement the visual transitions, enhancing the overall sensory experience.

Video Editing and Colour Grading:

• During the editing process, I paid special attention to the video’s visual tone. I adjusted the brightness and contrast to give the video a slightly darker, more moody feel. This darker tone is trendy because it adds a sense of sophistication and elegance, aligning well with the brand's upscale image. The darker visuals also help to highlight the vibrant colours of the bubble tea, making the product stand out more effectively.

Modern Visual Aesthetics:

• I used modern visual aesthetics throughout the video. This includes clean, minimalistic graphics, sleek text overlays, and high-resolution footage. The aim was to keep the video fresh and contemporary, essential to appeal to today’s audience.

Engaging Content:

• The video content itself was designed to be engaging and visually appealing. I showcased the bubble tea process, emphasizing the fresh ingredients and the vibrant final product. This approach taps into the current “behind-the-scenes” content trend that customers find intriguing and authentic.

Brand Consistency:

• Throughout the video, I ensured that the Ktea branding was consistently represented. The color scheme, logo placement, and overall aesthetic were aligned with the brand’s identity. This consistency helps reinforce brand recognition, a key element in effective advertising.

Examples from Existing Adverts

1. Starbucks: Starbucks often uses clean, minimalistic designs with high-quality images of their drinks, similar to Ktea’s approach. Their focus on real ingredients and visually appealing presentations resonates with modern consumers. An example is their campaign featuring seasonal drinks with clear images and simple backgrounds.

2. Chatime: Chatime uses vibrant and appealing visuals to showcase their bubble tea. They often feature fresh ingredients and the bubble tea-making process in their advertisements, similar to Ktea’s promotional video. Their ads are designed to be Instagram-friendly, appealing to younger audiences who value aesthetics.

3. Gong Cha: Gong Cha’s advertisements often highlight the freshness and variety of their products. They use high-quality images and simple, clean designs to focus on the product, much like Ktea’s Strawberry Fruit Tea ad. Their ads frequently feature young people enjoying the drinks, which is similar to the target demographic of Ktea’s promotional video.