Willy Wonka Golden Ticket Campaign Rebrand May 2024
Charlie and the Chocolate Factory dates back to 1964 when the first book released and 1971 when the first movie released. The most recent movie that released was the Wonka musical in 2023. Given the difference in contexts and design language between both movies, the aim was to rebrand the famous marketing campaign to referenced both the ‘old’ and the ‘new’ of the Wonka brand.
In summary, the campaign was to advertise Willy Wonka’s ‘Wonka bar’ by giving five people the ‘Golden’ opportunity to visit the exclusive Willy Wonka chocolate factory. This was done by randomly including a ‘Golden ticket’ in the bars that they sell in normal stores and the receiver of these tickets would be given the opportunity to have the tour of the entire factory.
Softwares used: Adobe After Effects, Adobe Illustrator and Adobe Photoshop.
Brand Identity:
1. Typefaces - A serif typeface is paired with a modern, grotesk sans-serif typeface to play between the old and the new in a straightforward manner.
2. Color Palette - Wonka’s original identity is defined by a dominant colour—purple. To keep the brand recognizable, it remained as one of the primary colours. However, additional accents of punchier colours are included to represent each flavour distinctly, but subtly.
3. Logo - The primary logo is the word ‘Wonka’ in the primary typeface but with a slight tilt to signify the idea of a chocolate bar snapping/breaking. The secondary logos are each specific to it’s respective flavour—they are distinguished by the specific ‘W’ and it’s corresponding secondary colour.
4. Elements - Other elements include the W’s, icons, ways to emphasize certain words and background patterns. These are used across specific branding materials.
Mock-ups:
Asset #1: Chocolate Bars
The pattern on the chocolate bar (and only for the bar) is embossed to insinuate the feeling of ‘out with the old and in with the new’. This means that it’s historical context is the foundation of the brand and the present day logo overlayed is redefining it. The logo and accent colour is specific to the flavour of the chocolate bar.
Asset #2: Inside wrapping of the Wonka bars
Asset #3: Purple ticket (front on top and back in the bottom)
Asset #4: Sandwich boards (ideally placed outside the stores)
Asset #5: Wheatpaste posters (primary)
Asset #6: Wheatpaste posters (secondary)
Asset #7: Billboard poster (large scale)
Asset #8: Instagram grid
Asset #9: Instagram posts (animation/motion graphic)
Asset #10: Billboard motion graphic
The process:
A major challenge that I faced was to make the brand seem new but show that it’s also timeless. There were also a lot of ideations for the logos and the colour palette to represent said idea. This was first attempted by experimenting with customizing the type and pairing it with serif typefaces. Making all the colours look cohesive was a learning curve that helped me understand the colour theory and how it could reflect the personality of what it’s signifying.