VELVEETA (Fictitious case)
Velveeta is an American brand, best known for its meltable cheese block. Initially created as a way to salvage and preserve the remnants of broken cheese wheels, it has now evolved into an entire line of semi-prepared products. According to U.S. food regulations, it is not classified as cheese but rather as "a cheese product."
Background
Gen Z experiences more stress and mental health issues than previous generations. Urban spaces are designed in concrete gray, and homes are mostly decorated in beige.
Insight
Color affects our well-being. Velveeta’s warm yellow stimulates feelings of joy, creativity, and appetite.
Soloution
Color therapy. Our idea is based on the principles of color therapy. By highlighting the positive effects of yellow on mental well-being, we make the target audience associate Velveeta with “comfort food.”
Creative team:
Art Director: Julia Thunell
Copywriter: Victoria Björnefur