Visual Communication - Bachelor
Meadow Mail is a brand that looks to encourage girls to take a step back from the constant noise of the digital world and reignite the joy of slowing down, being present and crafting with your hands. The brand does so through the creation of a beautiful hand-crafted Scrapbooking Kit and Snail Mail monthly letter club.
The Meadow Mail Scrapbooking Kit and Snail Mail aims to provide a creative outlet for storing memories, self-expression and connecting with others. It serves as a gentle reminder that meaningful moments can be preserved and shared in ways that are lasting and personal. The project Meadow Mail was designed to raise awareness for the need of slowing down and calming the mind through the practice of scrapbooking and writing, encouraging 18-30 year old girls that there is a deeper connection than just the digital world. Through timeless packaging, thoughtful hand-crafted goodies and beautifully written words, the ultimate goal is to remind girls that amidst the business of life, slowing down must too be a lifestyle to keep calmness, joy and mindfulness.
Full Brand Identity – Logo, Typography, Mood Board, Colour Pallet, Print Collateral
Packaging
Snail Mail – Envelope & Letter
Sticker Designs
Scrapbooking Papers
Bookmarks
Photography
Poster Designs – 3 Designs
Social Media – 9 Posts
Posters are a necessary factor in this design project to promote the brand in a way that is non-digital, which the brand firmly stands on. The posters can be seen on city streets, walk ways, bus stops, signage, in Australia Post (the Meadow Mail partner), and on university walls.
Social media serves as the main digital touchpoint of this project, aligning with the background message of shifting from digital engagement to more physical, hands-on experiences. The page functions as a platform to introduce the project to 18-30 year old girls before transitioning them into the tangible design world of Meadow Mail. The posts incorporate mixed media to display photographs of the feelings you get from using these scrapbooking kits, as well as the textures and fun with in the brand through the digital stickers, doilies, and text.
This step in the design process was crucial aspect as it reaches our audience who are first engrossed in the digital world, and then to invite them into a more calm, relaxing world of scrapbooking and letters. Still posts as well as reels were created to boost engagement and incorporate more than just still images.
Abbey is a designer who is passionate about creativity and curiosity. She creates work that feels both purposeful and visually engaging, and looks to inspire others through her love for branding, photography, illustration and tangible media. Her studies have shaped her into the versatile and thoughtful designer she is today.