Calvin Badger
© Calvin Badger

Kroger Wellness Festival

Heartland FPG | Splenda

INFO

Steve Teeple (better known as Teeps) is a digital artist currently residing in the city of Los Angeles, CA where he dreams of vast 3D worlds and mind bending characters.

Citreon Van

I wanted to make this truck bright and eye catching in order to draw in attendees.


I went with a bright green color reminiscent of Stevia and nature and sprinkled in some “Splenda Yellow” to connect it to the brand as a whole.


I was also asked to include product visuals and included packets with the message “Reach Your Goals” to evoke the health benefits of the product. Additionally I added some images of stevia leaves across the back of the truck with a “Plant Based” callout to once convey the natural origin of the product.

Lemonade Cup

As the main perk of the booth was the free lemonade being passed out, I saw the cup it was being served in as the perfect opportunity to extend our reach beyond the booth.


I created a bright, lemonade patterned cup that would be eye catching to passersby as the attendees carried the cup around the event. I also included the “Squeeze the Day” to evoke the brand’s positive attitude and create a playful visual for attendees to share on their social medias accounts, extending the reach even beyond the event itself.

Stickers

As a special take away for attendees to take home, we also produced stickers for the event. I once again wanted these to be bright and playful. In addition to brand logos and illustrated Splenda products, I added a few lemon visuals to tie back into the cup and the “Reach Your Goals” from the the van to unite the booth’s look as a whole. As a subtle touch I added a grass background to once again convey the natural feel of the product.

Coupons

Another handout available at the booth was a collection of coupons for a variety of Splenda products. The objective of the coupons was to encourage possible consumers to try Splenda as well as to showcase some of the Splenda products that didn’t have as strong of a presence at the event.


I once again went with playful visuals and eye-catching colors that called back to the packaging of each product.

A-Frames

The final design ask for this project was for a collection of various A-Frames to provide additional information. I again took design elements from other parts of the booth to tie back into the overarching theme. I used a consistent frame, logo placement, and font to unite the boards together, while still including visual differences to separate them based on their focus.


Lemonade Board

For the “menu” sitting in front of the Citreon van, I went with a balance of green and yellow similar to the van itself. I included simple, yet refreshing illustrated lemons to invoke a bit of taste appeal and made sure to prominently feature the Splenda Stevia logo to inform visitors that this wasn’t just free lemonade but a great-tasting prodcut sample.


Farm Boards

The purpose of these boards was to inform visitors about Splenda’s new stevia farm in Florida. I went with “Splenda Yellow” for these as the farm has been a huge focus for the company and is creating a significant shift in the brand’s goals and identity. I featuring a beautiful photo of the farm to once again communicate the naturalness of the product and included clear icons on the other board to quickly call out some of the primary benefits of the farm.


Shakes Board

For this event the team chose Splenda Diabetes Care Shakes as a specific product to be able to send home with visitors, or as an additional beverage for those that may not like lemonade. I pulled the blue color for this board from the logo on the packaging as well as the blue in the Vanilla flavor. I kept this simple and primarily featured the bottles themselves with flavor callouts as well as nutrition info to communicate the shakes' health benefits.