MELONA
New Territory
Melona, the much-loved leader of the Korean novelty ice cream industry, is looking to expand their popularity internationally. They want to capture a youthful audience of trendsetters to help solidify their reputation as the ice cream that is “Happiness on a Stick” in the US market.
Team Members
Personal Contribution
Sarah Klotz, CBM
Hannah Zetty, CBM
Brand Research and Advocacy
Competitive Research and Analysis
Mockup Illustrations using Adobe Illustrator
Being the 5th most productive country in the world has had detrimental effects on US workers.
Insight
AMERICANS ARE GETTING LESS AND LESS HAPPY.
Young professionals are demonstrating higher achievement, yet more stress than ever before. They are spending more time in stressful, working spaces, and it is contributing to higher levels of burnout.
Strategy
MELONA IS YOUR HAPPY PLACE.
Extend the Melona experience into the physical space as an all-inclusive resort to give young, stressed out American professionals an immersive escape in which they can feel happy again.
Introducing
Melona Oasis is an isolated, all-inclusive resort located in Pima, Arizona.
Here, your happy place is more than a state of mind.
Positioning
As the long-time favorite in the Korean market, Melona bars are known to be a refreshing summer snack that is creamier than similar American popsicles and much lighter than a typical ice cream. Not only is the texture different from traditional American frozen treats, the shape and flavors offered by the brand are also new, particularly their iconic light green honeydew flavor.
Branding
The color scheme and geometric brand aesthetic will be utilized in the design of the brand, along with the use of doodled summer-related icons to give a youthful and fun feel to the resort
RESORT
ROOMS
Lay of the Land
LOBBY
DINING
POOL
MOVIES
SPA
