Programs used: Microsoft Excel, Adobe InDesign, Adobe Photoshop, Adobe Illustrator

Client: Peta-Marron (University Project for Advanced Innovative Business Practice)

About the Project: Peta-Marron is a new chocolate cookie business that unintentionally commenced operations in Marronia, South East Asia in 2020 and is seeking to bring their existing product to Australia.

Within a consulting team of 4 a comprehensive report was prepared, detailing several clear, evidence-based strategic recommendations for Peta Marron to bring their exciting product to Australia. As the directors have requested all activities in Australia to be sustainable, it was advised for Peta Marron to address six of the United Nations Sustainable Development Goals (SDG) to further enforce their good-will and sustainable practices.

As the Marketing coordinator I was responsible for all aspects to successfully market Peta Marron. This includes, developing strategies according to the marketing mix, analysing the most appealing target consumer and creation of corresponding marketing communications material. In which these elements are vital to ensure Peta Marron will successfully target their consumers and ultimately, will drive sales.

Design Direction: A range of marketing communications material has been developed, including mock-ups of adverts via social media and out of home campaigns. As well as branding of Peta Marron’s logo, website and choc chip cookie packaging. 

Elements of the final presented designs have a strong focus on the origin of Marronia and the unique Marronia cacao bean. This includes shapes in the packaging and logo design which depict the mountains of Marronia, as well as organic colours representing the nature and environment of Marronia. This has been designed subtly to leave the consumer intrigued to purchase the product.

As the board has requested for sustainability and the SDGS to be incorporated into the proposed marketing, this was carefully considered in the development stages of all branding and marketing collateral. Firstly, It was paramount that plastic was completely ruled out of the products packaging. Therefore, the packaging has been designed to be made primarily of compostable and biodegradable cardboard/kraft paper which can be placed in consumers recycling bins when used. Or, for consumers that are gardeners they can simply throw the packaging into the compost. 

Ultimately, implementing this action will ensure Peta-Marron to be working towards the SDG of climate action. Through eliminating plastic waste Peta Marrons actions will help combat climate change.