MRINMOYEE GHOSE
Portfolio
Kabo Fresh Food Internship: Monch Bar Creative Direction
From January 2021 to August 2021, I interned at Kabo Fresh Dog food, a fresh dog food subscription service as a Design intern. Working in a robust start-up environment, I wore multiple hats ranging from UXUI, social media, packaging assets and more. It cultivated ownership and accountability in me while learning to work fast and problem solve.
Between May 2021- August 2021, I was placed as the sole designer on Monch Bar where I had autonomy on website designs, packaging, other brand assets and direction.
My responsibilities:
- Reimagined the brand identity of the brand to make it more lifestyle-based.
- I took over all of the design from website updates, email marketing, youtube content, and packaging.
- Day-to-day operating as the creative lead of Monch with creating for website and socials for other collaborators.
Objective
Focusing everything on products leaves people not engaging with our content since the bars are not for sale. We want to retarget our emails and website to reflect the Monch Lifestyle over the Monch bar to increase engagement and create community across platforms.
Goals
Website:
To have a Monch lifestyle-focused Landing page.
Emails:
Roll out Welcome series to both Indiegogo customers and Non-customers leading up to Monch Release. Include engaging and informative emails that drive engagement to our website and socials.
Socials:
To have socials be consistent and reflect our brand voice.
Approach:
How do we differentiate Monch Bar from a standard treat? We shouldn’t be competing with the treat market; we should be creating our own category through our messaging.
Clif Bar VS KIND bar
Vitamin Water VS Gatorade
Monch Bar VS Dog Treat
We may target niche with our persona but move outward to motivate less fit dogs. Encourage less active dogs to give them energy and run around.
Monch Brand Identity: KEYWORDS
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Playful
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Active
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Healthy
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Energetic
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Informative
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Funny
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Casual
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Motivating
Website Update
Emails
Socials
Packaging
Updated the packaging of our older MVP Monch Bars to a more user-friendly packaging for customers to repackage and store bars for later. I redesigned it for a new factory to be a resealable package
