The First Move
Encouraging online dates to go offline with an exclusive ice-breaker board game blind box to counteract burnout.
Tasked with developing an unboxing unforgettable experience, I developed the packaging design and product concept for The First Move alongside digital and physical touchpoints.
Meant to encourage dates to meet offline, The First Move is available for Bumble users who make a match and plan to meet. Users are able to pick it up at coffee shops, food courts or board game stores with the Point of Purchase display. From there they can play the game with their matches and collect the keychains inside.
The premise of the game is to collect the most Move Cards before reaching the end of the game board. Bumble's Question Game is transformed into these Move Cards, motivating users to get to know one another in a fun and competitive way.
The First Move packaging is a hexagon to pay homage to Bumble logo. The unboxing experience is made to bring a delightful surprise while making the game portable and ideal to be used in common first-meet spaces.
Each component of the packaging design has purpose in the game and for long-term usage. The lids can be used to roll the dice into, become a holder for the blind boxes and combine into a keepsake box while the main body unravels into a game board.
Promotional touchpoints span across digital and physical initiatives. From the Bumble app, social media and in-person points of purchase.
Coming from Bumble, once users make a match they can either click a highlighted interest badge or go directly to the shop site to purchase The First Move for pick-up.
Credits
Overseeing Professor
Marija Bacic
Takeaways
Strength of a multi-touchpoint campaign for the consumer experience
The structure and services of a brand should be reflected in the visual system. There's no one suite combination for a brand identity. Taking the time to consider the client, their needs and where their brand presence will be strongest is key!
Best campaigns are driven by a cohesive narrative.
For “Travel Anxiety? Wesort it Out” centring the narrative around a character and their adventures with air travel made a great through-line for the messaging. It also created a unique visual style to match.
