A re-branding experience
of a local eco-friendly business
Koasis, an endorsed brand of UnPackt, was created in an effort to position it as a premium and organic brand towards a wider target audience and promote eco-friendly healthy eating lifestyles. It is an all-in-one concept store–encompassing retail, dining and workshop–that provides everything one needs for sustainable and environmentally-friendly living, all in one place. Premium, organic and eco-friendly food and products are offered at Koasis, and customers can bring their own containers to fill with their desired products, reducing waste in the process. The Koasis Kafé offers eco-healthy food options while the workshops encourage the adoption of environmentally-friendly alternatives. All in all, Koasis allows consumers to lead a healthy lifestyle, while at the same time being sustainable for the environment.
The name is a combination of ‘K’ with the word ‘Oasis’. K represents constant in physics, to symbolise the brand’s mission to sustain the earth and keep it at a healthy state for as long as possible. Oasis means a place of safety, hence it symbolises Koasis being a safe haven for the brand’s consumers amongst all the environmental damage in the world.
The secondary elements consists of illustrated elements of nature such as trees and wildlife. Endangered animals suffer from the destruction of their habitats such as oceans and forests, which can be prevented by the reduction of packaging waste through the zero waste movement. Hence, the main secondary elements consists of two endangered animals, the plowshare tortoise and the chameleon. An alternative to the wildlife element is the greenhouse illustration. The greenhouse acts as a symbol for the Koasis store to re-emphasize its brand identity within the illustration.
A continuation to the Koasis By Unpackt Brand Experience, the Brand Communications aspect of the project covers how the brand reaches its target audience through advertising
The campaign slogan to promote the launch of Koasis is “Paradise on Earth” as Koasis represents an ideal, perfect paradise that people can seek comfort in, which relates to Koasis being a safe haven for its consumers.
There will be four phases to the campaign. Phase one and two will be social media advertisements that will both last for 1 week each. The call to action of these ads is to get people to visit the pop up event that will take place for 2 weeks, under Phase 3. At the same time, the campaign will also take place at the store under Phase 4.
A teaser ad will be put up on two social media platforms, Instagram and Facebook, to generate awareness and create hype around Koasis. The overall concept of the teaser ad is to portray Koasis as a paradise for people to escape to, away from the urban city life. By suggesting “there is an escape”, it intrigues the viewer to wonder what they are escaping from and where they are escaping to.
For phase 2, the second ad builds on the previous teaser, and starts with the campaign message “for your better self, for the better earth”, which further conveys the message of Koasis being a place that is both beneficial for the customers themselves and the environment. This is to generate interest and the desire for the audience to visit the pop-up event.
The pop up event will be set up in a geodesic dome utilising teal fluorescent lights to create an innovative spatial design that resembles the Koasis greenhouse store. The empty spaces formed by the framing of the fluorescent lights creates an effect where the dome structure looks like it has exterior transparent walls that mimics the appearance of the greenhouse’s glass walls.
As a reward for going to the pop-up, new members who have signed up there will be gifted an additional 10% Koasis discount voucher which further motivates and leads them to visit the Koasis store afterwards.
The concept behind the pop-up is planting new seeds as metaphorically, these new customers are like new seedlings, beginning their growth in terms of their loyalty to Koasis. Hence why the voucher has a tear-off part made with seed paper for new customers to plant once they have used the voucher at the Koasis store to experience the meaning of this campaign. The act of planting the seed symbolises them establishing their connection with Koasis to strengthen the Koasis forest.