"The Concept

In order to increase sales of Jolly Humor Ice Cream among a broad target audience, we need to engage the consumer. Ice cream is a treat; therefore, when a person treats himself or herself to something it is a personal choice. The consumer should be able to identify with the product. Personalizing the flavors and names will increase sales by creating a "buzz". Jolly Humor flavors will be the next water tank conversation. The influenced customer either through advertising, or purchase will have the curiosity to try other flavors and will want to know what "flavor" are their neighbor, friends, colleagues, and family.

Design Solution

Original Solution:

Ice cream flavor name: Monkey Business

Ice cream flavor: Swirled Chocolate and Banana ice cream with chocolate fudge

Catch Phrase: Let your inner animal out!

Image: Urban setting for example: New York City business man in suit simulating a monkey by hanging from a city lamp post

Final Solution:

Ice cream flavor name: Monkey Business *Same*

Ice cream flavor: Swirled Chocolate and Banana ice cream with chocolate fudge*Same*

Catch Phrase: The Wild Side Of Jolly Humor

Image: Monkey Business carton “billboard” and realistic Monkey arms holding it up.

Problems Encountered /solutions/changes:

The problem I encountered was lack of resources and images and experience to create a complicated, realistic ad of my initial proposal. The only solution was to come up with a simpler image that did not completely stray from my first proposal.

Techniques:

Fonts: Mojo (Monkey Business) and Futura (Jolly Humor Logo) and Optima (Flavor) and Batik (The Wild Side of )

Tools: Monkey Hands Manipulated from images on the internet. Using combination of magic wand tools, paintbrushes, feathering, brightness controls to get depth and outlines as needed.

Backgrounds: Gradient and filter Grain selection, Zebra print manipulated using color gradient, brightness and contrast with aid of magic wands, again to give depth

Accomplished goal:

While the company’s goal was a new fresh image that lost all thoughts of Old Fashioned, I feel that I did that with subtlety. Combination of existing product and new images would allow for a smooth acceptance and would not scare away faithful customers, while new images and colors could easily catch the eye of new consumers. I feel that I have stayed fairly close to my original concept, which had the ability to personalize with the consumers. -Megan"