The Invisalign Consumer Marketing team approached us for a fun project — a branded container at the highly anticipated CNE!
As the official sponsor of the CNE Secret Menu, and with an expected 1.6 million attendees, we needed to come up with fun and eye-catching concepts that depict their “eat all the don’t-eat-with-braces foods” theme.
We also needed to keep a few things in mind: how do we make it inviting and welcoming to people attending the CNE? How do we make it inviting for people to engage with Invisalign using the brand colour blue and secondary brand colours, lime and magenta? How do we showcase the foods that you’re not able to eat with braces? And what messaging do we use to attract people from afar?
With a few old references and dimensions provided, we got to work on a few different ideas…
Using the event as the main idea, we focused on the idea of a carnival foods — all the candies you don’t usually eat with braces on; lollipops, swirly candies, soft chewy candies, along with popcorn, hotdogs and more. To attract people from far, we thought of using candy swirl designs on the floor using their brand colours.
We also explored the ideas of a candy land — where Invisalign was made of dreamy 3D cupcake houses, cotton candy clouds and other carnival foods. As magical as it looked, it didn’t really go with the brand ethos.
As fun as those two directions were, we needed something that was more clear as an Invisalign brand. So we focused on messaging, brand colours with a few visual elements, and came up with a few winning options:
Once the booth design was completed, the Invisalign team also asked for our help in creating a cornhole game design that goes inside the container. To coincide with the “eat the foods that you love” theme, made the cornhole design of an open mouth with straight teeth that people would throw a bean bag (designed as a fruit) inside of:
