- Branding & Identity
- Graphic Design
For the 2022 edition of VidCon, the annual convention for fans and online platform industry types, the team at Google/YouTube created a large-scale Drive-Thru activation. In an effort to market YouTube Shorts, their answer to TikTok and IG Reels, we were asked to develop a series of one-of-a-kind snacks tailor-made for their top creators and designed to be handed out to fans.
In a truly collaborative effort with the amazing in-house creative team at Google/YouTube, we were tasked with creating the concept, brand identity, and packaging design of five unique snacks derived from the distinct style, personality, and iconic characteristics of each YouTube creator. With insight from the YouTube team, we dove head-first into the consumer behavior of Gen Z fans to better understand how their media habits revolve around their close relationship with the creators they follow. The resulting snacks and brands are as high-energy, captivating, and unique as the creators themselves.