The New York and Los Angeles branding and design agency Saint Urbain recently worked with the Google and YouTube teams to create a massive interactive installment for this year’s VidCon. Because VidCon is known for its wildly creative audience, the teams collaborated to develop merch, packaging, copywriting, collateral, and graphic design, amongst other things, to bring the activation to life.
The result is a Drive-Thru exhibit honoring top creators. Each of the five top creators selected had a snack developed in honor of their originality and pure knack of connecting with their respective audiences. Saint Urbain designed five of the 18 snacks, and poured over each creator’s content to ensure that each snack and packaging accurately reflected the creator. The designs are inherently reflective of the GenZ aesthetic, while the copy and illustrations mirror quips only the most authentic fans appreciate.
The following five snacks were created by the designers at Saint-Urbain
The following snacks were handled by the internal Google team
You can see all the other amazing projects HERE.
Brief
At this year’s VidCon, the annual convention for fans and online platform industry types, we collaborated with the team at Google / YouTube, in developing their large-scale Drive-Thru activation. In an effort to market YouTube Shorts, their answer to TikTok and IG Reels, we developed one-of-a-kind snacks for their top creators to give to fans.
FINDINGS
In a truly collaborative effort with the amazing in-house creative team at Google / YouTube, we were tasked with the concept, brand identity, and packaging design of five unique snacks associated with YouTube creators. With some insight from the YouTube team, we learned more about the consumer behavior of Gen Z fans and how their media habits revolve around their close relationship with the creators they follow.
With this in mind, we dedicated ourselves to watching hours of video to make sure we understood the DNA of each creator, so our branding and packaging reflected the main brand themes, along with subtleties only true fans would know. The successful result was evident (and satisfying), as fans flocked to YouTube Shorts and other platforms to express their excitement over having their favorite creators snack in-hand, their favorite part being the inside jokes and eater eggs sprinkled across the copy and illustrations.
