SMILEWICH TYPEFACE by J. Walter Thompson Manila for Eden

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SMILEWICH TYPEFACE

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Industry Cheese, Business equipment & services, Corporate Image
Media Design & Branding
Market Philippines
Agency J. Walter Thompson Manila
Executive Creative Director Dave Ferrer
Art Director Katrina Encanto Dlkwlowe
Copywriter Rachel Villanueva
Photographer Rj Alfonso
Released November 2009

Credits & Description

Category: Typography
Advertiser: KRAFT PHILIPPINES
Product/Service: EDEN CHEESE
Agency: JWT MANILA
Date of First Appearance: Nov 14 2009 12:00AM
Entrant Company: JWT MANILA, THE PHILIPPINES
Executive Creative Director: Dave Ferrer (JWT Manila)
Creative Director/ Copywriter: Joe Dy (JWT Manila)
Copywriter: Rachel Villanueva (JWT Manila)
Art Director: Katrina Encanto (JWT Manila)
Photographer: RJ Alfonso (JWT Manila)
Final Artist: James Mendoza (JWT Manila)
Print Producer: Carol Pe Benito (JWT Manila)
Client Services Director: Golda Roldan (JWT Manila)
Account Director: Iea Nepomuceno (JWT Manila)
Account Manager: Anne Pagaduan (JWT Manila)
Media placement: Typeface - Used In Viral Videos, Print, Posters, T-Shirts, Banners - 25 October To 14 November 2009

Describe the challenges and key objectives
There was a need to create a unique brand identity for the Smilewich programme that could easily be associated with the brand Eden Cheese.

Describe the brief from the client
Last year, after Typhoon Ketsana devastated The Philippines, the mood everywhere was somber and defeated. In an effort to help the victims and uplift their spirits, Kraft Eden Cheese launched a relief program called Operation Smilewich. A unique donation and feeding programme for the victims that involved packaging cheese sandwiches in personalised paper bags decorated with messages of hope..

Describe how you arrived at the final design
As part of the event's brand identity, the Smilewich Typeface was created. Using slices of the actual product, letters were carved out to form a unique cheese typeface. Counter to the prevalent sadness at the time, the typeface was designed to be comforting, bright and soft. This new typeface was used across all promotional materials for the event.

Give some indication of how successful the outcome was in the market
The type was used in all promotional materials for the Smilewich programme, Turnout for the event itsulf exceeded expectations and generated up to P1.5 million in free media attention.