HAO XINRU 23201428

GE YUHAN 23202519

FENG YUJIE

SHI LU

CHEN HONGYU 23201465

KOU XIAOCHEN

YOU SHAODONG

YANG HAOYA

SONG YUANJIAN

XU HONGYI

Wei ran

Wu zhikang

Zhang xinyu

HUANG YUESHA 23201267

ZHAO SENGYA

XIAO YUFEI

FENG YUJIE

SHI LU

23202000

2. YAN LULU

24101644

3. XIN JUNCHENG

23202927

ZU HAOBO

23202860

FU ZIZHOU

23201352

LAI QINGKAI

23201446

2 XIONG ZIJUN 23300490

3 ZHANG HAOHAN 23202685

4 SHEN BINYAN 23203150

"Empowering your busy life with fresh, sustainable meals that nourish your body and celebrate real flavors."

Purpose

To inspire busy individuals to live healthier, happier lives through fresh, sustainable, and accessible meals.

Promise

Affordable, customizable, protein-rich meals that fit your active, eco-conscious lifestyle without compromise.

Personality

Uplifting, vibrant, authentic, community-driven, always fresh and friendly.

Articulation of the Big Idea: Salad Atelier makes healthy eating effortless, turning fresh ingredients into exciting flavors that keep you feeling your best with zero hassle.

Simplicity：

Makes healthy eating easy and accessible for everyone, without the complexity or pressure.

Freshness：

Delicious, vibrant meals that bring the joy and nourishment of fresh ingredients in every bite.

Attractive：

The Big Idea is visualized through posters that show how easy it is to embrace healthy eating as a vibrant part of your lifestyle. The visuals invite people to experience the joy and simplicity of nourishing their bodies with fresh, tasty meals.

LUO JIANGQINYE

FENG YUJIE

WANG YARUI

ZHANG XINYU

Big idea

Where creativity meets fresh, healthful customizations

At Salad Atelier, creativity blends with fresh, healthful customizations to craft your perfect, personalized salad experience where every bite is a creative, health-driven masterpiece tailored just for you.

Healthful

Salad Atelier aims to offer healthful meals for every customer

Customization

Every meal served will be customized to be most suitable.

Creativity

A mix of Salad is also a mix of creativity.

“Your Salad, Your Rules”

Purpose:

To inspire and enable people to take control of their health through customizable, delicious salads made from fresh, high-quality ingredients.

Promise:

A personalized, satisfying, and health-driven meal experience where freshness meets creativity.

Personality:

Energetic, welcoming, and uplifting — like a creative partner who cheers you on toward a healthier lifestyle.

WANG YUNXIAO 24101680

SHI YIMAI 24102191

wei ran23201416

Shi Lu23300489

Brand Purpose

To make healthy eating accessible, enjoyable, and creative for everyone, every day.

Brand Promise

Every bowl is a fresh, customized masterpiece—made by you, for you.

Brand Personality

Creative, Empowering, Trustworthy, Inspiring.

We champion creativity by letting customers craft their own salads, empower individuals to take control of their health, deliver trustworthy quality with fresh ingredients, and inspire vibrant, positive living through every colorful bowl.

SHEN BINYAN 23203150

ZHANG HAOHAN 23202685

XIONG ZIJUN 23300490

“Tastes you crave, health you trust.”

Salad Atelier creates a guilt-free indulgence by blending flavorful nutrition with the philosophy of balanced living, allowing customers to enjoy delicious salads without compromising their health.

Three Keywords and Explanations

1. Guilt-Free Indulgence

Salad Atelier allows customers to indulge in delicious, satisfying meals without the usual guilt associated with rich foods, offering a pleasurable experience that aligns with healthy eating goals.

2. Flavorful Nutrition

Every dish at Salad Atelier delivers a rich, exciting flavor profile while maintaining balanced, essential nutrients, proving that healthy eating can be vibrant and deeply satisfying.

3. Balanced Living

Salad Atelier promotes a lifestyle where maintaining health and savoring great food coexist naturally, encouraging a harmonious balance between wellness and daily enjoyment.

1.Purpose

To provide consumers with a platform for free choice and healthy eating, encouraging a personalized healthy lifestyle.

2.Promise

Fresh ingredients and unlimited customization options to help customers easily achieve their health goals.

3.Personality

Friendly, energetic, open, and caring — like a trusted companion on your healthy living journey.

KOU XIAOCHEN 23300488

LIU CHENXI 23201840

YOU SHAODONG 23202001

YANG HAOYA 23202735

SONG YUANJIAN 23203052

YAN LULU 24101644

XIN JUNCHENG 23202927

WANG YADAN 24101353

ZU HAOBO 23202860

SHAO HUISHU 23201282

LAI QINGKAI 23201446

Purpose: Inspire Healthy Choices, Personalization, Easygoing EatingPromise: Freshness, Premium Quality, Freedom to Customize

Personality: Energetic, Playful, Creatively Flexible

XIAO YUFEI 24101290

LV WEIJIA

Big Idea

Healthy eating fuels your best self.

The poster promotes the idea that by choosing fresh, nutritious ingredients (like avocado, salmon, greens, carrots), you’re not just building a meal — you're building a better, stronger version of yourself.

Purpose:

To encourage people to personalize their salads for a healthier lifestyle.

It’s about motivating customers to take control of their health by making their own nourishing, energy-boosting salad bowls — easily and enjoyably — at Salad Atelier.

Promise

Eating fresh, healthy food gives you energy, glow, and strength.

The visuals and keywords ("Energy," "Glow," "Strength") directly promise physical benefits and emotional satisfaction through their fresh, customizable salads.

Personality

Fresh:Vibrant colors, lively ingredients flying into the bowl.

Positive and Empowering Words like "best self," "freedom," and "power" give an uplifting, motivational tone.

Simple and Natural Clean design, focus on real, wholesome foods, no clutter.

LAN YUCHEN 23201619

ZHANG HAOHAN 23202685

1. 🎁 Lucky Disc Challenge (Spin & Glow Wheel)

Purchase Glow Bowl and scan the code to participate in the online "Lucky Disc" lottery:

Prizes include the next half-price coupon, drink upgrade, limited small gifts or "Wish Card for Mom"

The results of each lottery can be screenshot and shared on social platforms, with the topic #GlowWithMom to win extra surprises

2. 🧠 "Glow with Mom" ​​Knowledge Quiz

Users form a two-person team with their mothers or friends to participate in the Glow Bowl nutrition knowledge quiz built into the brand's official account

The more questions you answer correctly, the higher the exclusive points you win, which can be exchanged for coupons or limited peripherals

3. 📸 "Healthy Time with Mom" ​​UGC Activity

Encourage users to upload photos or videos of enjoying Glow Bowl with their mothers, and share touching stories with text

The team selects the best content, and the selected ones will receive a "Glow Gift Box" and the opportunity to display on the brand's official website homepage

FENG YUJIE 23203053

WANG YARUI 23100927

CHEN HONGYU 23201465

KOUXIAOCHEN 23300488

YOU SHAODONG 23202001

LIU CHENXI 23201840

LIU XUANYU 23202000

24101644 yanlulu

WANG YADAN 24101353

Because today is Mother's Day, we also launched a Mother's Day limited edition for this brand of bowls. The overall pink tone is suitable for the festive atmosphere. In order to encourage the audience to place orders, first we use the holiday limited edition to promote purchases, and then the microwave oven can highlight the practicality of the product, and environmental protection reflects the consistent style of the brand.

Wei Ran23201416

Wu Zhikang23202375

Wei Ran23201416

Wu Zhikang23202375

1. Project Background

This is a brand communication and interactive experience project for our IMC course. Our task is to design a one-page landing page (Landing Page Concept) for a real brand, Salad Atelier, featuring its Mother’s Day limited-edition product: the “Glow Bowl.”

2. Instructor Requirements

1. Glow Bowl Product Showcase

Introduction:

The “Glow Bowl” is a nutritious salad bowl launched by Salad Atelier as a Mother’s Day special.

Ingredients:

Includes five healthy ingredients (e.g., blueberries, chia seeds, honey, etc.).

2. Landing Page Structure

The landing page should include the following elements:

Title

Subtitle or Slogan

Main Visual

Must include a mother figure to emphasize the Mother's Day theme.

Product Introduction Section

A brief description, list of ingredients, and three key selling points.

Gamification Area

User Reviews or Simulated Testimonials

Call-to-Action Button

(e.g., “Order Now,” “Make it for Her”)

Microcopy

Emotionally engaging or guiding short phrases.

3. Gamification

Instructor Notes:

Avoid typical mechanisms like “spin the wheel” or “collect stars.”

Requirement:

Must be creative, and relevant to the brand, Mother's Day, and emotional engagement.

Our Group’s Gamification Concept: Mother's Day E-Card Blessing Mechanism

Interaction Title: Craft Your Glow Message

How It Works:

Users select 3 out of 5 Glow Bowl ingredients displayed at the bottom of the page.

Each ingredient symbolizes a specific emotion

(e.g., Blueberries = Beauty, Honey = Gentleness).

Based on the selected combination, the page generates a customized Mother’s Day message, shown on a digital card (simulated e-card).

Users can click the “Make it special” button to download or send the card.

Objective:

Let users express emotion, not just purchase a salad.

Enhance brand engagement, emotional resonance, and festive atmosphere.

4. Visual Design Requirements

Overall Color Tone:

Mainly white and light green (to complement Salad Atelier’s green logo).

Style:

Clean, natural, and brand-consistent without being flashy.

Main Visual Must Include:

A mother figure, expressing love, care, nature, and gentleness.

Page Layout:

Refer to the provided visual sketch (layout can be replicated).

1. LYU WEIJIA 24101657

2. XIAO YUFEI 24101290

3. ZHAO SENYA24101613

4. WANG YUANZI 23202847

Xu Hongyi 23201256

Zhang Xinyu 23202344

FIRDAUS ABU BAKAR (23100966)

NUR EMYLLIA HALMI (23100914)

LUQMAN HAQIM (23202525)

WEIRAN 23201416

FENGYUJIE 23203053

SHEN HAIJIAO 23201776

FAN WENXUAN 23202121

WANG ZHIQIANG (23201439)

MA WENYU  (23201802)

MUHAMMAD ASHRAF ANNAS BIN SAZALI (24101739)

HUANGFU YUNMIAO 23201601

YAN MINGXIN 23201214

LUO FAN 23201821

FENG XIAO 23202364

ZHANG WEITAO 23305252

XIONG ZIJUN 23300490

HUANG YUESHA 23201267

LI XINHONG 23201525

YANG YI 23203080

Wu Zhikang 23202375

Xu Hongyi 23201256

FENG YUJIE 23203053

WANG YARUI 23100927

SHAO HUISHU 23201282

XIN JUNCHENG 23202927

LAI QINGKAI 23201446

Chen Hongyu 23201465

XIONG ZIJUN 23300490

ZHANG HAOHAN 23202685

Reason: Their ad copies best align with the characteristics of each platform and audience expectations — ChatGPT delivers more structured and informative content suitable for Meta, while Copy.ai captures TikTok’s dynamic tone and flow effectively.

Shi Lu 23300489

Wei Ran 23201416

SHI YIMAI 24102191

LIU CHENXI 23201840

LAI QINGKAI 23201446

YOU SHAODONG 23202001

FENG YUJIE 23203053

WANG YARUI 23100927

Xu Hongyi 23201256

Zhang Xinyu 23202344

SHI YIMAI 24102191

WANG YADAN 24101353

WANG YUNXIAO 24101680

LAN YUCHEN 23201619

XIONG ZIJUN23300490

CHEN HONGYU 23201465

FU ZIZHOU 23201352

XIN JUNCHENG 23202927

ZU HAOBO 23202860

FU ZIZHOU 23201352

XIN JUNCHENG 23202927

ZU HAOBO 23202860

WEIRAN 23201416