The Challenge:
In a world where health-conscious choices are on the rise, Genki Soymilk embarked on a mission to redefine the way people perceive and experience soy milk. The challenge was clear: to position soy milk as a dynamic and invigorating alternative to traditional dairy while capturing the attention of health-conscious consumers. My goal was to make soy milk not just a substitute but a vibrant and exciting choice.
The Strategy:
The strategy was to infuse Genki Soymilk with a dynamic tonality that resonated with our audience - younger generation. I harnessed the power of colors and illustrations to create a visually engaging brand identity. Central to this identity was "Dou Man," a character who embodied the brand's key qualities through exaggerated movements, from joyful jumps to soaring flights. Dou Man became the dynamic ambassador, expressing the vitality, energy, and health benefits of Genki Soymilk in a fun and memorable way.
Through creative further marketing campaigns, social media engagement, and product innovation, I established Genki Soymilk as not just a beverage but a lifestyle choice. The brand stood for more than just health; it symbolized the joy of living a vibrant and active life. With Dou Man as our mascot, thr brand connected with consumers on a personal level, inspiring them to embrace soy milk as a delicious and energizing daily choice.
