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Nutella
Role
Art Director
Date
Fall 2025
Campaign Highlights
In my coursework, I was tasked with making a mini-campaign for Nutella.
Ask:
Make Nutella a pantry essential for 18-to-24 year-olds.
Insight:
Self-expression is incredibly important to this age group and they view food as a way to celebrate their uniqueness.
Idea:
Lean into Nutella's malleability and ability to taste good with a wide array of flavors and position as the prime opportunity for 18-to-24 year-olds to "be nuttier" when they prepare food.
Logo Redesign
With the new Victrola logo, I paid homage to the 1920s-roots of the brand and created a typeface of dancing letters. I used Adobe Illustrator to create the logo and InDesign for both the brand intro and standards.
Print Ads
For my print ads, I wanted to further tap into the joyful and community-oriented nature of music. I organized a photoshoot for the ad with a couple of my friends as models. I used Adobe Illustrator to design the print ads.
Instagram Cookbook Carousel
For the new Victrola website, I was instructed to focus on creating an interactive website that went beyond normal website structures. I wanted to emulate the vibe of an actual record store. Hovering above each box will cause the record at the front of the box to slightly rise up and cause a featured song from the album to begin playing. Users can see which song is playing in the navigation bar of the website. Users simply click on the record to see the next one.
There are pieces of music memorabilia on the page referencing different artists, genres, and events in music. Pressing on one will take a user to a subpage focused on that artist or genre. Users are able to drag records they want into the shopping cart on the far right. Click the link here to see the full redesigned website!
To fully connect the campaign, I added a record stand similar to the store on the website. Only the performing artist's records will be sold at the stand.
For my final assignment of the semester, I had to create a guerrilla marketing extension. I made a giant record player stage that slowly rotates to allow for 360-degree views.
I also added a drink stand to allude to the print ads. At the drink stand, the drinks are named after Lorde songs to match the individual performance.
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