The Client
White Rabbit Candy, is a sweet milk-based candy that originated from Shanghai, China in 1943. Known for its iconic white rabbit and its red and blue colour palette, it was originally aimed at both children and adults who felt nostalgia and resonated with the sweet candy. The target demographic for White Rabbit is younger generations, primarily ages 15–25. Their objective is to rebrand themselves to target younger generations and transform the message to become more trendy.
The Big Idea
Move away from the outdated branding and embrace a fresh, youthful, and modern aesthetic. Strengthen brand awareness by leveraging trending social media content, interactive campaigns, and engaging experiences for younger audiences. This campaign will feature social media posts that align with current trends, promotional videos highlighting collaborations with popular brands, and a refreshed logo and packaging design that will stand out and appeal to the target audience.
Social Campaign
White Rabbit Candy’s social media strategy will focus on capturing the attention of Gen Z through vibrant, playful, and highly shareable content on TikTok and Instagram, where they’re most active. The brand will embrace a bright, playful aesthetic with saturated blues, whites, and reds that highlight the candy’s iconic look while keeping things fresh and fun.
Group Project
[Contributors]
Queene Calading
Lisa Ho
Tools Used
Illustrator
Photoshop
After Effects