X


CALL UP (2023)

For my graduation project, I was tasked with developing a brand identity and campaign for a forgotten Dutch beverage, with the goal of making it popular again among young adults (18–25 years old). The project included the following deliverables:

Identity
  • Logo
  • Business card
  • Bottle label (front & back)
  • Packaging design (visual/artist impression)

Campaign
  • Website (clickable desktop prototype)
  • Social media campaign: 2 teaser clips, 2 ads
  • Two A3 posters (digital or print)
  • Point-of-sale display for retail stores
  • Creative activation for the Hercava trade fair"





Maker:
Chenoa de Boer



Meaning of CALL UP


The concept focuses on the life stage of young people between the ages of 18 and 25. They are discovering a world full of opportunities and adventures. It is a time when they spread their wings, push boundaries, and immerse themselves in new experiences with great enthusiasm. 

For the young adventurers of Call Up, joy is the driving force behind every discovery. After all, this phase of exploration in life can sometimes be quite challenging. That is why the goal of Call Up is to help you discover joy above all.
“SCROLL TO SEE THE SIDE PROCESS PICTURES FOR EACH PRODUCT”



The proces and technical approach


For this project, I had four weeks to complete everything, from research and design to preparing the files for printing.


Introduction


For the Call Up brand identity and campaign project, I explored how design can capture the energy, growth, and joy experienced by young people between the ages of 18 and 25. This life stage is full of exploration, challenges, and new adventures. The visual identity reflects this journey of discovery, emphasizing individuality, spontaneity, and joy.

Throughout the process, I worked extensively with Adobe Illustrator, Photoshop, After Effects, and InDesign, among other tools, to bring the brand to life across print, packaging, digital, and experiential applications.


Final version bottle design
Final version bottle label
Old version bottle label

Logo Development


I began by experimenting with the logo, aiming to give each letter a sense of playfulness and individuality. This symbolizes that discovery is a unique path for everyone. The choice of bright, vibrant colors reinforces feelings of joy and excitement, core elements of the brand identity.



FInal version packaging design
Final version packaging
First version packaging

Packaging Design


For the bottle labels, the logo is prominently displayed alongside the product type. Illustrations of lemons immediately indicate the flavor, while the back provides clear ingredient information. I extended this to four-pack packaging, which integrates the same brand language and communicates product details consistently.


Final version business card
Old test versions business card


Stationery


The business card design uses the logo on the front for strong brand recognition. On the back, a contrasting blue panel complements the cream background, following color research on visual harmony. This side also features the slogan and contact details, balancing simplicity with function.



Campaign posters
Poster process

Campaign Posters


The posters translate the brand’s visual identity into campaign materials. I incorporated line-based shapes such as spirals that symbolize growth and development, while allowing lines to diverge or disappear, representing the unpredictable nature of exploration. Circular elements echo the bubbles of the drink, while also symbolizing life’s cycles. Consistent use of the vibrant color palette strengthens the overall identity.



Final version Point-of-Sale Display

First version Point-of-Sale Display 

Point-of-Sale Display


To attract attention in retail environments, I designed a counter display. The combination of the branded bottles and supporting graphics ensures that the product immediately stands out and engages customers.


Final social media posts
Final animation teaser video 1
Final animation teaser video 2


Digital and Motion Design


I extended the brand into social media posts and teaser videos. One post celebrates the product in a festive way, while another invites users to share their happiest Call Up moments for a chance to win a prize.

The teaser videos, produced in Adobe After Effects, highlight both the joy of discovery and the refreshing nature of the drink—bringing movement, color, and energy to the campaign.

Website


The website serves as a central hub, offering product details, company background, campaign updates, and contact information. The brand’s visual identity continues here, ensuring consistency across all platforms.


Final version boardgame hospitality trade fair
First version boardgame hospitality trade fair

Experiential Activation


For the hospitality trade fair, I designed a life-size board game where participants become the game pieces. Groups could play together, each receiving a Call Up drink during the experience. Winners would take home a smaller version of the game. The concept highlights joy, connection, and shared experiences—values at the heart of the target audience’s life stage.