I acknowledge the value, diversity, and integrity of Indigenous traditions, culture, and expression, honouring their significant role in the shared heritage. I hold deep appreciation for the opportunity to embrace and revitalize this abundant cultural legacy, respecting its enduring presence across generations. Utilizing their sacred symbols as a foundation for my artwork, I strive to pay homage to their rich traditions and wisdom. I would also like to acknowledge the Turrbal and Yugara people as the traditional custodians of the land on which I reside, work, and learn. I recognize and honour their unwavering connection to the land, water, and community. Today, we pay tribute to elders, both past and present, as well as the promising leaders of the future.
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PROBLEM STATEMENT
The brand necessitates a unified style and branding for all its services and products, aiming for a consistent visual identity as the current brand lacks a distinct style. The branding should effectively educate people about the values of Indigenous culture and how the brand endeavours to create a social impact through product sales.
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SOLUTION
The packaging integrates symbols that effectively illustrate and embody the culture, skillfully incorporating storytelling within its design. This approach aims to create a meaningful and immersive experience for consumers, fostering a deeper connection to the rich heritage and values of the Indigenous community.
Based on research, key pillars defining Indigenous culture include the art and symbols, storytelling, deep-rooted connection to the land, Bushtucker, kinship, and commitment to sustainability.
Brand deck
Each symbol employed conveys a message that embodies the brand’s mission and values. These symbols collectively emphasize community, unity, and a spirit of support.
The colour scheme reflects the hues of the central desert in Queensland, a significant location for the Indigenous community.
Product mockup
label design
branding assets
Social campaign
Interactive Package Design
Interact with the package prototype digitally
Package final iteration (MAILING BOX)
Why pop up package?
Pop-up packages are essential in storytelling as they offer an engaging and interactive way to convey narratives and capture the audience’s attention. Incorporating pop-up packaging within storytelling not only enhances the overall consumer experience but also creates a lasting impression, fostering a stronger connection between D-time enterprises and their audience.
AR storytelling (eyejack)
AR storytelling helps brands create unique and memorable experiences that resonate with consumers. Using EyeJack, I created a video highlighting the ancient significance of sustainable farming practices within Indigenous communities, emphasizing the preservation of cultural heritage, as well as active community engagement and the empowerment of local members.
Aesthetics
The orange tone was used to invoke emotional resonance and transport the audience back in time, creating a sentimental atmosphere. These hues contribute to the overall cinematic experience, creating a visually appealing and softer look, which enhances storytelling by fostering a more engaging and immersive visual environment
LINK TO VIDEO
Link to video
Link to Eyejack video testing
QR code
