TIG Bar x UMA

ROLE

Design Consultant

TOOLS

Adobe Illustrator, Adobe Photoshop, Adobe InDesign

METHODS + SKILLS

Social Media Marketing, Branding, Competitor Analysis, Visual Design

DURATION

Sept. 2019 -December 2019

TEAM

Daniel Rozenblit* (Project Manager), Anna Ashai* (Project Manager), Christy Yun, Valerie Arnett, Fiona Tran, Hannah Pak, Katharina Giebel, Nicole Ponteciano

overview.

As a part of the Undergraduate Marketing Association design team, we worked with TIG™ snacks (a sub-brand of RXBar™) to provide media assets and executions based their brand guidelines. We primarily focused on three things: social media, market research, and content generation. Because TIG™ was still in its infancy and only just had their soft launch in October 2019, our design deliverables were very well-received.

Jump to Solution

THE ASK

Conduct market research through surveys, focus groups, and ethnographic interviews with UC Berkeley students to identify positioning and target demographics for TIG, and design and develop social media strategies + associated marketing collateral based on insights from research

process.

research

In order to better understand how TIG™ can position themselves and break into the snack/bar industry, we each did a social media competitor analysis on two brands: one in the bar industry and one in the snack industry. The two brands I analyzed were LARABAR and Boom Chicka Pop.

ideate

One of the challenges of working with TIG™ was that they had precisely defined brand guidelines. Everything form their fonts, colors, logos and use cases were already well-defined. This meant that we had to create deliverables that fit within the specs of their 27-page branding guide.

design

The majority of this project was spent on generating assets. From our market analysis, we found that Instagram was the most popular and widely used social media of our generation. This information combined with our social media competitor analysis, which showed that brands received most engagement on Instagram, lead us to focus most of our social media marketing on Instagram executions.

RESEARCH