DashBox by DoorDash Case Study
Creative Direction | Branding |
Illustration | Promotional Materials
This project is a response to the 2022 DoorDash Creative Brief. DoorDash is a delivery service that wants more Millenial/Gen Z (18- 39) y/o subscribers to its free DashPass service. This audience wants more than free delivery, is interested in the subscription box industry, and relate to things they find non-corporational. Additionally, DoorDash wants to expand beyond free-delivery and provide more value to the local community.
Project Idea
The proposed solution offers more perks DashPass through
subscription boxes. Subscription boxes are curated goods
aligned with a theme which would be included with DashPass
at no extra cost. Customers can choose one out of three boxes
each month with products sourced from local small businesses.
Production
Character Design
Links packaging and advertisements together and represents common Millennial/ GenZ friend group personality traits. Based on the audience’s affinity for animals with these specific ones connecting to DoorDash by way of delivery legality.
Brand Colors
Resulted from researching common favorite colors of Millennials and Gen Z, which were pastel and jewel schemes. The project ultimately uses a pastel color scheme based off jewel colors. The colors are: Carmen Green, Lucky Pink, Lottie Purple, and Chelle Yellow.
Pattern Design
Having a brand-typical solid color with only the logo seemed too formal to effectively connect with the intended audience. The idea was to create a packaging that would be as fun as the surprise in each DashBox, ultimately resulting in three unique patterns featuring the characters from the ad campaign.
Package Design
Whatever their interests are, people love to express them. This collection of stickers allows customers to interact with the characters beyond from the promotional campaign and pick their favorites to put up for display. These freebie stickerscome as bonuses in each DashBox.
Promotional Campaign
Critical for connecting to Millennials/Gen-Z as they receive news from social media more than other channels. The decision to make primarily Instagram posts resulted from DoorDash’s substantial following popularity among the target audience.
Prints
One 4” x 4” print of the characters reminiscent of the social media posts provided with each month’s DashBox, with three prints exclusive to that month’s boxes. Meant to act as monthly limited-time merchandise.
Stickers
Whatever their interests are, people love to express them. This collection of stickers allows customers to interact with the characters beyond from the promotional campaign and pick their favorites to put up for display. These freebie stickers come as bonuses in each DashBox.
