Zoey SG | For the Journey of Two Heartbeats Campaign
Art Director | Illustration | Creative Thinking
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Bump is a product in Zoey designed with the needs of expectant mothers in mind, focusing on providing all the essential nutrients required at various stages of pregnancy. Developed in collaboration with leading gynaecologists to offer a solution that is both effective and safe for both the mother and the child.
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12 Bioavailable Ingredients (Able to absorb!)
Suitable for Before, During & After pregnancy
Formulated by Our own Gynecologist
Help to ensure baby to have normal condition
Ensure your body to be healthy NOT only for yourself but also for your baby.
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For the Journey of Two Heartbeats. Backed by Science.
Nourish your every moment: Before, During & After Product development guided by expert gynaecologists.
Science-backed approach to pregnancy wellness For the Journey of Two Heartbeats. Begin your parenthood with Zoey.
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½ Page Ad in Guardian magazine
eDM
First draft
The first idea was a mum cuddling with her toddlers, with gradient lines and fill that match with the package colour.
Development Process
At the very beginning, I've decided to use line drawing style for the campaign. The reason behind was wavy lines can always create feminine vibe, which is a great medium to represent mother's soften and toughness at the same time.
Other option
Since BUMP is not only suit for new mums but also pregnant women, the idea of this option was to show “BUMP cares you and your baby in tummy“.
Modification
We chose this illustration as final visual, however, there were some copy and USPs need to modify.
