For our Fundamentals of Marketing & Integrated Marketing Communications (IMC) course, our team was assigned to develop a new product concept for the LunchMate brand and build a complete launch strategy targeting modern, health-conscious consumers. We conceptualized a plant-based LunchMate product line that aligns with growing demand for sustainable and vegan-friendly food options.

Key Contributions:

• Product Development & Branding: I helped conceptualize the product identity and branding, ensuring it aligned with LunchMate’s fun and kid-friendly image, while appealing to parents seeking healthier lunch alternatives.

• Mascot Design: Using Procreate, I designed an original plant-based character inspired by broccoli and trees to match LunchMate’s playful mascot style. This new vegan monster mascot helped bring the brand to life in a way that’s both whimsical and educational.

• Marketing Tactics & Visuals: I created several mockups using Canva to visually represent our digital and physical marketing tactics—including packaging design, social media ads, in-store displays, and influencer collaborations.

• Launch Strategy: Our team developed a full IMC campaign, incorporating:

  • Target audience segmentation

  • Key messaging and brand positioning

  • Promotional mix (social media, contests, influencer marketing, and school outreach)

  • Timeline and budget overview

  • KPIs and success measurement

The project allowed us to apply core marketing and IMC principles, while flexing our creativity through real-world inspired brand building and product storytelling.

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