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MONIN MEMORIES
MONIN UK sought to engage the vibrant Gen Z demographic in and around London by reimagining its syrup offerings. Tasked with developing a fresh product category, I conceived Monin Memories—a Mixology Kit designed to evoke unforgettable experiences. This project transcended traditional design, weaving together sleek packaging, interactive elements, a playful game, and a thoughtfully curated recipe booklet. Beyond aesthetics, the strategy encompassed marketing, sales, and after-sales support, ensuring a seamless and immersive brand journey at every customer touchpoint, transforming the way UK audiences interact with the MONIN brand.
field: Brand Strategy, Product Development and Design, Campaign Design
team: Rajrupa Biswas, Taniya Maji Rumi Varma, Elisa Carbone, María Roig Margenat
project: Monin for Politecnico di Milano, 2022
The Ask:
MONIN UK aimed to captivate the dynamic Gen Z audience in London by innovatively presenting its syrup products.
The Spirit:
Creating an engaging mixology experience required a nuanced understanding of MONIN's essence—vibrant, adventurous, and community-focused. Our goal was to design a kit that transcended mere product presentation, infusing it with excitement and interaction. The challenge was to craft a brand experience that connected with the youthful spirit of Gen Z while ensuring every aspect—from the unique packaging to the illustrated game pack—reinforced MONIN's commitment to creativity and flavor exploration.
Goals:
We set out to position the Monin Memories Mixology Kit as a go-to choice for social gatherings and personal experimentation. Our objective was to elevate brand awareness and loyalty through an immersive experience that extended beyond purchase. By integrating an illustrated menu card and a robust social campaign featuring imagery and video, we aimed to create buzz and encourage user-generated content, thereby solidifying MONIN’s place in the lifestyle of its audience.
Approach:
We embraced a holistic strategy that interconnected product design with experiential marketing. The Monin Memories Mixology Kit was designed to foster creativity and social connection. We incorporated engaging elements such as a playful game to enhance interaction, paired with a captivating after-purchase campaign to maintain engagement. This approach ensured that every touchpoint—be it social media, digital content, or in-store experiences—aligned with MONIN's core values of flavor innovation and community spirit.
Deliverables:
Our team developed a comprehensive brand strategy that encompassed packaging design, a dynamic digital marketing campaign, and an experiential brand journey. This included the creation of tailored assets for various channels, from eye-catching social media posts to video content showcasing mixology tips. Additionally, we outlined a post-purchase engagement plan to keep consumers connected to the MONIN brand long after their purchase, ensuring a seamless and enriching experience across all interactions.
