Short project description
Academic project focused on developing a creative product launch for the CHACO LAB brand.
The selected product was the Bawang Cup, a designer insulated mug—a vibrant lifestyle accessory with a recognizable shape and visual aesthetic.
Task
Select a brand and product, briefly introduce them on 1–2 slides, prepare a one-slide brief, and develop three Big Ideas for the product launch.
Each Big Idea should include a title, an insight, a description of the idea, a tagline, and a moodboard that reveals the visual atmosphere of the concept.
What was done
Developed a creative launch for Bawang Cup for the CHACO LAB brand: from brand and product selection to a one-slide brief and three Big Idea options.
The project included:
- analysis of the brand, product, and visual aesthetics;
- defining the target audience, barrier, and insight;
- formulating the key message;
- developing three Big Ideas for the launch;
- creating names and taglines for each idea;
- curating visual references and moodboards;
- designing activities for each event concept;
- project presentation packaging.
What ideas came out of it?
- «It’s Not Such a Small Thing» The event concept is built around the idea that small, everyday objects can subtly become part of a person’s life. The lunch takes the form of a party where guests step into a space of «the traces of everyday life»: interactive surfaces, light displays, projections, and installations illustrate how ordinary details linger in a person’s life and become meaningful to them. Bawang Cup is presented within this concept as a detail of daily ritual.
Line: That small thing
- «The Collected Frame Laboratory»
INSIGHT When a day descends into chaos of tasks, belongings, and notifications, people instinctively seek a point of visual order—a small detail around which they can compose a mood, a frame, and a sense of control over their daily lives.
CONCEPT The Bawang Cup Lunch transforms into a pop-up laboratory of visual order, where guests reassemble daily chaos into aesthetic lifestyle scenes. The Bawang Cup becomes the central element of the composition—an object around which an ordinary moment is transformed into a visually cohesive frame.
Line: Designing the Everyday
- «Perfectly Identical» The event concept is built on the contrast between a homogenous visual environment and a vibrant, character-driven product. The launch takes place as a conceptual party where everything around deliberately appears the same: objects, drinks, space, guest aesthetics, and repeating details. Against this backdrop of «perfect sameness, ” Bawang Cup stands out through its form, color, and visual individuality—like an object that helps a person avoid blending into the overall picture.
Line: It’s perfect to be different
Conclusion
Three distinct Big Ideas were developed for launching Bawang Cup. Each concept frames the product not just as an accessory, but as an integral part of everyday lifestyle—through the traces of habits, the aesthetics of daily rituals, and the contrast against a uniform visual environment.
The project demonstrates how a functional object can be reimagined through a creative concept, visual atmosphere, spatial narrative, and interactive experiences.
Key Skills
#Big Idea #EventConcepts #OneSlideBrief #AudienceAndInsightAnalysis #line #Moodboard #IdeaVisualPackaging #ActivityDevelopment #PresentationStructure