https://bigdebs.com Deborah Hong Sun, 22 Oct 2023 06:22:23 +0000 https://bigdebs.com en https://bigdebs.com/home Thu, 28 Sep 2023 19:09:31 +0000 Deborah Hong https://bigdebs.com/home DEBORAH HONG — Designer. Art Director. 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data-src="https://freight.cargo.site/t/original/i/a5ab88f82f8e85f35e100b1bd99718134bb8cdb33fdd72e2032a8c0c4152a16c/2019_05_Taipei-HK--31-of-131.jpg" data-mid="194439903" border="0" src="https://freight.cargo.site/w/1000/i/a5ab88f82f8e85f35e100b1bd99718134bb8cdb33fdd72e2032a8c0c4152a16c/2019_05_Taipei-HK--31-of-131.jpg" /> <img width="3600" height="2400" width_o="3600" height_o="2400" data-src="https://freight.cargo.site/t/original/i/5da75001af7ef51e65da092592e62da28584e0eeeddff1835bba4ff26318adcc/2019_05_Taipei-HK--30-of-131.jpg" data-mid="194439904" border="0" src="https://freight.cargo.site/w/1000/i/5da75001af7ef51e65da092592e62da28584e0eeeddff1835bba4ff26318adcc/2019_05_Taipei-HK--30-of-131.jpg" /> <img width="2400" height="3600" width_o="2400" height_o="3600" data-src="https://freight.cargo.site/t/original/i/b6257efbfeb9379a1d86b34d17021ef52ac40b2bac9a46d1764ed041e2ba4fd7/2019_05_Taipei-HK--20-of-131.jpg" data-mid="194439905" border="0" 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data-src="https://freight.cargo.site/t/original/i/a6ab5ca0bf592fc066ac3ab695b9142113510e2de17f8ca46d25644883aa2900/DSC03887.jpg" data-mid="194439907" border="0" src="https://freight.cargo.site/w/1000/i/a6ab5ca0bf592fc066ac3ab695b9142113510e2de17f8ca46d25644883aa2900/DSC03887.jpg" /> <img width="1600" height="2400" width_o="1600" height_o="2400" data-src="https://freight.cargo.site/t/original/i/f1062ff0305cb4c75dd095fdb653f1d5522a950bce055ecd25cde6dc859795c7/DSC03825.jpg" data-mid="194439909" border="0" src="https://freight.cargo.site/w/1000/i/f1062ff0305cb4c75dd095fdb653f1d5522a950bce055ecd25cde6dc859795c7/DSC03825.jpg" /> <img width="5372" height="3581" width_o="5372" height_o="3581" data-src="https://freight.cargo.site/t/original/i/479aed18fd96b2b0c825c6868a100dc2cdc8a8bd0631bb721d19424eb1695ec0/IMG_9356.jpg" data-mid="194439910" border="0" src="https://freight.cargo.site/w/1000/i/479aed18fd96b2b0c825c6868a100dc2cdc8a8bd0631bb721d19424eb1695ec0/IMG_9356.jpg" /> <img width="5472" height="3648" width_o="5472" height_o="3648" data-src="https://freight.cargo.site/t/original/i/7871bb566fd58a3c297523af021644ba9ecbf7be9562dce9c4481b3f2c757d32/IMG_9340.jpg" data-mid="194439912" border="0" src="https://freight.cargo.site/w/1000/i/7871bb566fd58a3c297523af021644ba9ecbf7be9562dce9c4481b3f2c757d32/IMG_9340.jpg" /> <img width="5472" height="3648" width_o="5472" height_o="3648" data-src="https://freight.cargo.site/t/original/i/1e920b3db3e85c305436bc76262b14118d44b2560a81ed8c0d9489ecd0f39948/IMG_9236.jpg" data-mid="194439916" border="0" src="https://freight.cargo.site/w/1000/i/1e920b3db3e85c305436bc76262b14118d44b2560a81ed8c0d9489ecd0f39948/IMG_9236.jpg" /> <img width="5472" height="3648" width_o="5472" height_o="3648" data-src="https://freight.cargo.site/t/original/i/0a02118f302280b205399a1c5ab27d381d6f44b5f234ee03e9d207e794ee9ea7/IMG_9300.jpg" data-mid="194439914" border="0" src="https://freight.cargo.site/w/1000/i/0a02118f302280b205399a1c5ab27d381d6f44b5f234ee03e9d207e794ee9ea7/IMG_9300.jpg" /> https://bigdebs.com/Tovala-Rebrand Thu, 05 Oct 2023 16:14:58 +0000 Deborah Hong https://bigdebs.com/Tovala-Rebrand &nbsp;&nbsp;&nbsp;TOVALA REBRANDBranding, Art Direction2022 <img width="1920" height="1271" width_o="1920" height_o="1271" data-src="https://freight.cargo.site/t/original/i/f191dd8d43d05eb6844f5d94dfdd7f271bb9d7a6430ff4adf2e405e2c5770005/Tovala-Rebrand_hero.gif" data-mid="192835425" border="0" src="https://freight.cargo.site/w/1000/i/f191dd8d43d05eb6844f5d94dfdd7f271bb9d7a6430ff4adf2e405e2c5770005/Tovala-Rebrand_hero.gif" /> Tovala is a D2C food and tech company founded in 2017. From raising over $100,000 within 24 hours of its Kickstarter campaign, Tovala has scaled to a growth-stage national brand recognized by household names like Oprah Daily, Buzzfeed, and People Magazine. The company offers a one-of-a-kind solution to meal prepping and cooking. The system comprises of a countertop-friendly Tovala Smart Oven, the Tovala App, and a Tovala Meal subscription. &nbsp; &nbsp; PROBLEM As Tovala scaled and raced toward profitability and becoming a household name, there was a disconnect between the innovative product being offered and the brand. SOLUTION Recreate an elevated Tovala brand that is sustainable and timeless, celebrates the high quality and uniqueness of the product, and embodies a human-centric story to emotionally connect with consumers. ROLE Lead Art Direction (Photography), Brand &amp; Graphic Design TEAM Jason Punches - Creative Direction Maggie Pluskota - Lead CopyJia Hong - Package Design Aliyah MacCrindle - Production Fix Studio VeryTaste&nbsp; <img width="1920" height="1079" width_o="1920" height_o="1079" data-src="https://freight.cargo.site/t/original/i/3752378de4adb413498a0267cf58f8206ddee3a002c07704c89ce80ce3acba15/Overn-Hero.jpg" data-mid="192850998" border="0" data-scale="86" src="https://freight.cargo.site/w/1000/i/3752378de4adb413498a0267cf58f8206ddee3a002c07704c89ce80ce3acba15/Overn-Hero.jpg" /> <img width="1920" height="1272" width_o="1920" height_o="1272" data-src="https://freight.cargo.site/t/original/i/434d9f224bac652d9aad252c2cc9c0bd8df0a69d945a83fa9c91719c30982d75/Mobile-App.png" data-mid="192931565" border="0" data-scale="86" src="https://freight.cargo.site/w/1000/i/434d9f224bac652d9aad252c2cc9c0bd8df0a69d945a83fa9c91719c30982d75/Mobile-App.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/f85e7c15891189daf27ae05bfa9b93832965c3666caa4a9667c0e6debcd536c4/Tovala-Logo_Hero-2.jpg" data-mid="192852236" border="0" data-scale="86" src="https://freight.cargo.site/w/1000/i/f85e7c15891189daf27ae05bfa9b93832965c3666caa4a9667c0e6debcd536c4/Tovala-Logo_Hero-2.jpg" /> THE MARKTovala’s logo mark is coined as, “The Portal.” The key to Tovala’s offering of good food made simple is the QR code. A QR code is represented on the packaging of each meal, which the Tovala Smart Oven scans. Through that QR code, all the complexities of cooking a full meal is boiled down to one scan. &nbsp; <img width="1408" height="1408" width_o="1408" height_o="1408" data-src="https://freight.cargo.site/t/original/i/494e74cd7c994f015c0d14346127f02c962d266d4ab8ff3b2f7654f2be42cea8/Screen-Recording-2022-09-05-at-11.36.gif" data-mid="192850999" border="0" src="https://freight.cargo.site/w/1000/i/494e74cd7c994f015c0d14346127f02c962d266d4ab8ff3b2f7654f2be42cea8/Screen-Recording-2022-09-05-at-11.36.gif" /> <img width="1920" height="1920" width_o="1920" height_o="1920" data-src="https://freight.cargo.site/t/original/i/a2525a308843ee2b28f8e6b0b242d1129bc21d9756b591f949c05bbb3195fd81/Sca.jpg" data-mid="192852379" border="0" src="https://freight.cargo.site/w/1000/i/a2525a308843ee2b28f8e6b0b242d1129bc21d9756b591f949c05bbb3195fd81/Sca.jpg" /> <img width="1920" height="1920" width_o="1920" height_o="1920" data-src="https://freight.cargo.site/t/original/i/cf1e19697921db27d78f50f62dcdec29acb1efa88dbc59f7512609a2e0ff9f03/logo-mark_02.jpg" data-mid="192850997" border="0" src="https://freight.cargo.site/w/1000/i/cf1e19697921db27d78f50f62dcdec29acb1efa88dbc59f7512609a2e0ff9f03/logo-mark_02.jpg" /> THE PHOTOGRAPHYDefining and refreshing the photography was vital to bringing in warmth and an emotional connection to a minimalistic graphic visual identity. The new photography evokes positive emotions of joy, boldness, and authenticity. &nbsp; <img width="1920" height="1271" width_o="1920" height_o="1271" data-src="https://freight.cargo.site/t/original/i/4389cf87fd52da6abd5d367da98d671bba1b467149bb55fe078134f21aef37da/Tovala-Photography_Lifestyle_01.jpg" data-mid="192933420" border="0" src="https://freight.cargo.site/w/1000/i/4389cf87fd52da6abd5d367da98d671bba1b467149bb55fe078134f21aef37da/Tovala-Photography_Lifestyle_01.jpg" /> <img width="1920" height="2371" width_o="1920" height_o="2371" data-src="https://freight.cargo.site/t/original/i/c5fdf1a918a29dba3705298b26c9d77285d9c72954f2d1829a472199ff22b803/Tovala-Photography_Portait_01.jpg" data-mid="192933432" border="0" src="https://freight.cargo.site/w/1000/i/c5fdf1a918a29dba3705298b26c9d77285d9c72954f2d1829a472199ff22b803/Tovala-Photography_Portait_01.jpg" /> <img width="1920" height="1272" width_o="1920" height_o="1272" data-src="https://freight.cargo.site/t/original/i/f9acca9f154d734e46fcf1ddf80d5a315dad06d8cfd5e0914ebb2a0f7410fd48/Tovala-Photography_Meal_01.jpg" data-mid="192933428" border="0" src="https://freight.cargo.site/w/1000/i/f9acca9f154d734e46fcf1ddf80d5a315dad06d8cfd5e0914ebb2a0f7410fd48/Tovala-Photography_Meal_01.jpg" /> <img width="1920" height="2371" width_o="1920" height_o="2371" data-src="https://freight.cargo.site/t/original/i/193f9f2609dedbe5119afdaff88d38d3876491277349a4bfb81d718187d8c7f1/Tovala-Photography_Packaing_01.jpg" data-mid="192933434" border="0" src="https://freight.cargo.site/w/1000/i/193f9f2609dedbe5119afdaff88d38d3876491277349a4bfb81d718187d8c7f1/Tovala-Photography_Packaing_01.jpg" /> &nbsp; &nbsp;<img width="1920" height="1271" width_o="1920" height_o="1271" data-src="https://freight.cargo.site/t/original/i/e418d57bfdddf872f1f16286c2a6684d4f15e02ff94e5bc88f2c445b698a8f98/Tovala-Photography_Oven_01.jpg" data-mid="192933429" border="0" src="https://freight.cargo.site/w/1000/i/e418d57bfdddf872f1f16286c2a6684d4f15e02ff94e5bc88f2c445b698a8f98/Tovala-Photography_Oven_01.jpg" /> &nbsp;&nbsp; &nbsp; <img width="1920" height="2371" width_o="1920" height_o="2371" data-src="https://freight.cargo.site/t/original/i/1dbf865bfec8f6e2336cd8421916e12548d2e2883f8707761f0db4d4ed9f8037/Tovala-Photography_Meal_02.jpg" data-mid="192933430" border="0" src="https://freight.cargo.site/w/1000/i/1dbf865bfec8f6e2336cd8421916e12548d2e2883f8707761f0db4d4ed9f8037/Tovala-Photography_Meal_02.jpg" /> <img width="1920" height="2371" width_o="1920" height_o="2371" data-src="https://freight.cargo.site/t/original/i/cb09eddf10c00e296e52276a43c81af9e70d99b56dc57abfc65c177f070545fa/Tovala-Photography_Portait_02.jpg" data-mid="192933431" border="0" src="https://freight.cargo.site/w/1000/i/cb09eddf10c00e296e52276a43c81af9e70d99b56dc57abfc65c177f070545fa/Tovala-Photography_Portait_02.jpg" />&nbsp; &nbsp; &nbsp; <img width="1920" height="2371" width_o="1920" height_o="2371" data-src="https://freight.cargo.site/t/original/i/dbd46b7adc238f91a83ef9e1bbe7ec3e32528ed98441b6a69cf5ea8cee2cb084/Tovala-Photography_Packaing_02.jpg" data-mid="192933433" border="0" src="https://freight.cargo.site/w/1000/i/dbd46b7adc238f91a83ef9e1bbe7ec3e32528ed98441b6a69cf5ea8cee2cb084/Tovala-Photography_Packaing_02.jpg" /> WEBSITE &amp; APP OVERHAULRebranding in-house meant requiring an overhaul of our digital presence, most importantly, the website. For a deeper dive into redesigning tovala.com, check it out here. <img width="1920" height="1272" width_o="1920" height_o="1272" data-src="https://freight.cargo.site/t/original/i/3ba39a0c8b8a1884510d2336495a582ccb5d23bd1e1a3d3fe6e397ceec1d44a7/deborah-hong_tovala-rebrand-slideshow_02.jpg" data-mid="194024782" border="0" src="https://freight.cargo.site/w/1000/i/3ba39a0c8b8a1884510d2336495a582ccb5d23bd1e1a3d3fe6e397ceec1d44a7/deborah-hong_tovala-rebrand-slideshow_02.jpg" /> <img width="1920" height="1272" width_o="1920" height_o="1272" data-src="https://freight.cargo.site/t/original/i/0d8a2d7553c5aa2ed18cfde4ec0933212335f9edcf2e1c818b2a6d06d4a803c5/deborah-hong_tovala-rebrand-slideshow_01.jpg" data-mid="194024783" border="0" data-scale="89" src="https://freight.cargo.site/w/1000/i/0d8a2d7553c5aa2ed18cfde4ec0933212335f9edcf2e1c818b2a6d06d4a803c5/deborah-hong_tovala-rebrand-slideshow_01.jpg" /> <img width="1920" height="1272" width_o="1920" height_o="1272" data-src="https://freight.cargo.site/t/original/i/c0ff14f7037225d3221ecb3ace9988ddb7e5a9a8eea398bfd0bd7b9e5b32933d/deborah-hong_tovala-rebrand-slideshow_04.jpg" data-mid="194024784" border="0" src="https://freight.cargo.site/w/1000/i/c0ff14f7037225d3221ecb3ace9988ddb7e5a9a8eea398bfd0bd7b9e5b32933d/deborah-hong_tovala-rebrand-slideshow_04.jpg" /> <img width="1920" height="1272" width_o="1920" height_o="1272" data-src="https://freight.cargo.site/t/original/i/eae240c7aa3b5f57d93055a3a2ebf95b857cdd694ad7cd63b1a19a2de79f1dae/deborah-hong_tovala-rebrand-slideshow_03.jpg" data-mid="194024785" border="0" src="https://freight.cargo.site/w/1000/i/eae240c7aa3b5f57d93055a3a2ebf95b857cdd694ad7cd63b1a19a2de79f1dae/deborah-hong_tovala-rebrand-slideshow_03.jpg" /> BEFORE Cooking &amp; Food-focused, Warm &amp; Fuzzy, Light &amp; Airy <img width="1920" height="1920" width_o="1920" height_o="1920" data-src="https://freight.cargo.site/t/original/i/4b7d6ff32dca35ae52b52850808812a38c9b12ea9ffd7cc5cb82b017286c8470/Tovala_Old.jpg" data-mid="192939525" border="0" data-scale="94" src="https://freight.cargo.site/w/1000/i/4b7d6ff32dca35ae52b52850808812a38c9b12ea9ffd7cc5cb82b017286c8470/Tovala_Old.jpg" /> AFTER Smart Meals &amp; Tech-focused, Saavy &amp; Differentiated, Authentic &amp; Bold&nbsp; <img width="1920" height="1920" width_o="1920" height_o="1920" data-src="https://freight.cargo.site/t/original/i/cda6aa42988eeab95c35c532f26966cf5adeb35cf5f3d80320fa3aa1c903018a/Tovala_After.jpg" data-mid="192941002" border="0" data-scale="94" src="https://freight.cargo.site/w/1000/i/cda6aa42988eeab95c35c532f26966cf5adeb35cf5f3d80320fa3aa1c903018a/Tovala_After.jpg" /> &nbsp; &nbsp; &nbsp;<img width="1920" height="1271" width_o="1920" height_o="1271" data-src="https://freight.cargo.site/t/original/i/012da937f2d0710e558802812c8509531567a1c1833c00d26d9cf2088e434289/Tovala_Brand-Guide.png" data-mid="192943265" border="0" src="https://freight.cargo.site/w/1000/i/012da937f2d0710e558802812c8509531567a1c1833c00d26d9cf2088e434289/Tovala_Brand-Guide.png" /> ︎︎︎SAIC HOLIDAY ART SALE TOVALA WEBSITE REDESIGN︎︎︎ https://bigdebs.com/Tovala-Website-Redesign Mon, 09 Oct 2023 22:39:41 +0000 Deborah Hong https://bigdebs.com/Tovala-Website-Redesign &nbsp;&nbsp;TOVALA WEBSITE REDESIGNProduct Design2022 <img width="1920" height="1280" width_o="1920" height_o="1280" data-src="https://freight.cargo.site/t/original/i/10d84e1c9e73665e683dbddb14a99679962d5fdf761b51085e98f9f605e9908e/deborah-hong_tovala-web_10.gif" data-mid="193334046" border="0" src="https://freight.cargo.site/w/1000/i/10d84e1c9e73665e683dbddb14a99679962d5fdf761b51085e98f9f605e9908e/deborah-hong_tovala-web_10.gif" /> INTRODUCTION Tovala is a D2C food and tech company founded in 2017. From raising over $100,000 within 24 hours of its Kickstarter campaign, Tovala has scaled to a growth-stage national brand recognized by household names like Oprah Daily, Buzzfeed, and People Magazine. The company offers a one-of-a-kind solution to meal prepping and cooking. The system comprises of a countertop-friendly Tovala Smart Oven, the Tovala App, and a Tovala Meal subscription. &nbsp; &nbsp; PROBLEM Although the website has the highest amount of touchpoints with prospects AND customers, the platform had garnered plenty of design debt and was visually cluttered from quick fixes and scrappy iterations of tests, did not have a clearly designed user experience, and was outdated with the new rebrand (see Tovala Rebrand project here). SOLUTION Partner with Fix Studio to develop a new design system and build a responsive web platform that is sustainable and flexible for continuous testing and campaigns, provides an enjoyable and smart experience that is consistent with the innovative solution that Tovala provides, and emanates reliability and trust to build brand equity. ROLELead Design, Research TEAMFix Studio Maggie Pluskota - Lead Copy Aliyah MacCrindle - ProductionJason Punches - Creative Direction <img width="1920" height="1105" width_o="1920" height_o="1105" data-src="https://freight.cargo.site/t/original/i/b63abe7dacb5f4d243c5e78afcdbb663d1e3698897943a9b7ff52a436e0eefb8/deborah-hong_tovala-web_02.jpg" data-mid="193296664" border="0" data-scale="86" src="https://freight.cargo.site/w/1000/i/b63abe7dacb5f4d243c5e78afcdbb663d1e3698897943a9b7ff52a436e0eefb8/deborah-hong_tovala-web_02.jpg" /> <img width="4000" height="4000" width_o="4000" height_o="4000" data-src="https://freight.cargo.site/t/original/i/d151ad3d133539e94c54dab0181bcee64797fac083f744bdf665834524977be1/deborah-hong_tovala-web_03.jpg" data-mid="193296665" border="0" data-scale="88" src="https://freight.cargo.site/w/1000/i/d151ad3d133539e94c54dab0181bcee64797fac083f744bdf665834524977be1/deborah-hong_tovala-web_03.jpg" /> BACKGROUNDAs a tech company, Tovala’s digital presence was vital to its success. The website is apart of every single conversion lifecycle. In addition to the prospect journey, customers interact with either the website (or app) on a weekly basis to order meals through their subscription. Some metrics for success were as follows:- Consistent brand identity across entire platform- Responsive for desktop and mobile- Clearly educate and communicate who Tovala is and the unique yet complex solution it provides &nbsp; BEFORE REDESIGN <img width="1920" height="1105" width_o="1920" height_o="1105" data-src="https://freight.cargo.site/t/original/i/90b746572677780f46f10894d9ddbc76590714d02b8ba69cd2e63d96bc219903/deborah-hong_tovala-web_04.jpg" data-mid="193300211" border="0" src="https://freight.cargo.site/w/1000/i/90b746572677780f46f10894d9ddbc76590714d02b8ba69cd2e63d96bc219903/deborah-hong_tovala-web_04.jpg" /> <img width="1920" height="2370" width_o="1920" height_o="2370" data-src="https://freight.cargo.site/t/original/i/340d903950402fd49756d6400379c55db75bf33d6fa688f4f9cde340702d5c1b/deborah-hong_tovala-web_05.jpg" data-mid="193303427" border="0" src="https://freight.cargo.site/w/1000/i/340d903950402fd49756d6400379c55db75bf33d6fa688f4f9cde340702d5c1b/deborah-hong_tovala-web_05.jpg" /> <img width="1920" height="2371" width_o="1920" height_o="2371" data-src="https://freight.cargo.site/t/original/i/d9ad2787cf6b8bcdc7fab840c49c2039ab633a6de932ea7b0962a281229e331b/deborah-hong_tovala-web_06.jpg" data-mid="193303139" border="0" src="https://freight.cargo.site/w/1000/i/d9ad2787cf6b8bcdc7fab840c49c2039ab633a6de932ea7b0962a281229e331b/deborah-hong_tovala-web_06.jpg" /> <img width="1024" height="1264" width_o="1024" height_o="1264" data-src="https://freight.cargo.site/t/original/i/c8556a4a03e99555d8ff81296e3c71c3f8fa3159dbdf730e72c19f6617ce51c7/deborah-hong_tovala-web_07.jpg" data-mid="194440576" border="0" src="https://freight.cargo.site/w/1000/i/c8556a4a03e99555d8ff81296e3c71c3f8fa3159dbdf730e72c19f6617ce51c7/deborah-hong_tovala-web_07.jpg" /> <img width="1920" height="1270" width_o="1920" height_o="1270" data-src="https://freight.cargo.site/t/original/i/d8b79cbf0da56556cd5ae2c50b61532e6e65c03b0ba389ce20737553e3f109ad/deborah-hong_tovala-web_09.jpg" data-mid="193334650" border="0" src="https://freight.cargo.site/w/1000/i/d8b79cbf0da56556cd5ae2c50b61532e6e65c03b0ba389ce20737553e3f109ad/deborah-hong_tovala-web_09.jpg" />&nbsp; &nbsp;<img width="1920" height="1272" width_o="1920" height_o="1272" data-src="https://freight.cargo.site/t/original/i/7853aef4af95c51b98d75a246e16cb1caab599d29e7b59d633de1f5d91590439/deborah-hong_tovala-web_01.jpg" data-mid="193299505" border="0" src="https://freight.cargo.site/w/1000/i/7853aef4af95c51b98d75a246e16cb1caab599d29e7b59d633de1f5d91590439/deborah-hong_tovala-web_01.jpg" /> &nbsp; &nbsp; &nbsp; &nbsp; <img width="1555" height="1920" width_o="1555" height_o="1920" data-src="https://freight.cargo.site/t/original/i/8ba4f5be363dedbf7e7aa3d4da14335df090d8fb779d10418934f1988a520622/deborah-hong_tovala-web_12.png" data-mid="193384185" border="0" data-scale="77" src="https://freight.cargo.site/w/1000/i/8ba4f5be363dedbf7e7aa3d4da14335df090d8fb779d10418934f1988a520622/deborah-hong_tovala-web_12.png" /> BRAND IDENTITYThe rebrand was done with keeping Tovala’s digital presence in mind. The graphic identity is minimal, universal, and modern. Paired with a sleeker and tech-forward graphic identity was warmer photography to add a touch of humanity and emotion. To further connect the graphic identity and humanistic photography, are digital renders of the product and intentional moments of web interactions. Overall, stepping into the Tovala website means stepping into a world in which smart technology is a seamless everyday solution for an everyday problem. <img width="1920" height="1271" width_o="1920" height_o="1271" data-src="https://freight.cargo.site/t/original/i/f1c19b329149167d141b56a89a0803febe799ccb36551cde3bf4c5ddd3f2c541/deborah-hong_tovala-web_13.jpg" data-mid="193334916" border="0" src="https://freight.cargo.site/w/1000/i/f1c19b329149167d141b56a89a0803febe799ccb36551cde3bf4c5ddd3f2c541/deborah-hong_tovala-web_13.jpg" /> &nbsp; &nbsp; <img width="1920" height="1270" width_o="1920" height_o="1270" data-src="https://freight.cargo.site/t/original/i/41b8bea19202868303b4b382864e4a25366fb0a6f04d36e8d77b5ed1c5833209/deborah-hong_tovala-web_11.jpg" data-mid="193334651" border="0" data-scale="95" src="https://freight.cargo.site/w/1000/i/41b8bea19202868303b4b382864e4a25366fb0a6f04d36e8d77b5ed1c5833209/deborah-hong_tovala-web_11.jpg" /> &nbsp; &nbsp; <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/b3bece9a06de2158e6c0b35a8118584acbc0bd2c0de9bc3c0f8736e3ea3dc127/deborah-hong_tovala-web_17.jpg" data-mid="193395805" border="0" src="https://freight.cargo.site/w/1000/i/b3bece9a06de2158e6c0b35a8118584acbc0bd2c0de9bc3c0f8736e3ea3dc127/deborah-hong_tovala-web_17.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/e39ae721b21d00518a63f63e0b23e027d24a50659427e09a88cc46172bc90942/deborah-hong_tovala-web_16.jpg" data-mid="193393152" border="0" src="https://freight.cargo.site/w/1000/i/e39ae721b21d00518a63f63e0b23e027d24a50659427e09a88cc46172bc90942/deborah-hong_tovala-web_16.jpg" /> <img width="1920" height="1270" width_o="1920" height_o="1270" data-src="https://freight.cargo.site/t/original/i/d4853f295c07d1027047d5718c6a1c716526397198350bda3119aedc54325dfb/deborah-hong_tovala-web_15.jpg" data-mid="193335867" border="0" src="https://freight.cargo.site/w/1000/i/d4853f295c07d1027047d5718c6a1c716526397198350bda3119aedc54325dfb/deborah-hong_tovala-web_15.jpg" /> <img width="1920" height="1270" width_o="1920" height_o="1270" data-src="https://freight.cargo.site/t/original/i/10b83219373764a96295b088d39db989844c9b02e26ff18242d15535e55221dc/deborah-hong_tovala-web_18.jpg" data-mid="193399149" border="0" data-scale="96" src="https://freight.cargo.site/w/1000/i/10b83219373764a96295b088d39db989844c9b02e26ff18242d15535e55221dc/deborah-hong_tovala-web_18.jpg" /> <img width="1920" height="1280" width_o="1920" height_o="1280" data-src="https://freight.cargo.site/t/original/i/8c30ae1b6c567589d73cf1b2f952312fc3a1a8289f94aaacfa502027489f9191/deborah-hong_tovala-web_19.jpg" data-mid="193401518" border="0" data-scale="97" src="https://freight.cargo.site/w/1000/i/8c30ae1b6c567589d73cf1b2f952312fc3a1a8289f94aaacfa502027489f9191/deborah-hong_tovala-web_19.jpg" /> ︎︎︎TOVALA REBRAND ONIGIRI&nbsp;KORORIN︎︎︎ https://bigdebs.com/Onigiri-Kororin Tue, 17 Oct 2023 23:03:51 +0000 Deborah Hong https://bigdebs.com/Onigiri-Kororin &nbsp;&nbsp;&nbsp;ONIGIRI KORORINPhotography, Art Direction2021 <img width="1920" height="1271" width_o="1920" height_o="1271" data-src="https://freight.cargo.site/t/original/i/e4db229909419a6f8f697a3906dea99733a299e83c8e74af487ec84f4394806c/deborah-hong_kororin_01.jpg" data-mid="194114124" border="0" src="https://freight.cargo.site/w/1000/i/e4db229909419a6f8f697a3906dea99733a299e83c8e74af487ec84f4394806c/deborah-hong_kororin_01.jpg" /> Onigiri Kororin offers onigiris (traditional Japanese rice balls) through their cloud kitchen restaurant, farmer's markets, virtual cooking classes, and DIY onigiri kits. In 2022, just two years after Onigiri Kororin was born, the small business expanded their offering to local Chicago artisan stores, such as Beatrix Market, Andale Market, and Fresh Thyme. Co-founders Yuta and Cristina approached me for new brand imagery. Barely a year old, Onigiri Kororin was lacking in imagery that told their brand story and educated prospects/customers on onigiri. I had the opportunity to direct, stage, and photograph the company and its co-founders to promote across their website, social media, local food fairs, and event platforms like&nbsp;Tock and Boombox. &nbsp; &nbsp; <img width="1920" height="1272" width_o="1920" height_o="1272" data-src="https://freight.cargo.site/t/original/i/6486fd09ca859adf21c45f0aa71dfd999e6353359bcf8304d9fda913e9f0d5a1/deborah-hong_kororin_02.jpg" data-mid="194114123" border="0" data-scale="98" src="https://freight.cargo.site/w/1000/i/6486fd09ca859adf21c45f0aa71dfd999e6353359bcf8304d9fda913e9f0d5a1/deborah-hong_kororin_02.jpg" /> <img width="1920" height="2368" width_o="1920" height_o="2368" data-src="https://freight.cargo.site/t/original/i/9aad1b5fe653b570860af6b00288232dce30dfb2e037d78020cdb0b858de3199/deborah-hong_kororin_03.jpg" data-mid="194114122" border="0" src="https://freight.cargo.site/w/1000/i/9aad1b5fe653b570860af6b00288232dce30dfb2e037d78020cdb0b858de3199/deborah-hong_kororin_03.jpg" /> <img width="1920" height="2368" width_o="1920" height_o="2368" data-src="https://freight.cargo.site/t/original/i/9777233e77fce42da31494c173383108ecc31b368ba8a82488f7301e9009d3be/deborah-hong_kororin_04.jpg" data-mid="194114121" border="0" src="https://freight.cargo.site/w/1000/i/9777233e77fce42da31494c173383108ecc31b368ba8a82488f7301e9009d3be/deborah-hong_kororin_04.jpg" /> &nbsp; <img width="1920" height="1273" width_o="1920" height_o="1273" data-src="https://freight.cargo.site/t/original/i/3b692575764e5f5bdd7e87dd11a4332d3bac5d589e3e52f8cb22e2065b622bf9/deborah-hong_kororin_05.jpg" data-mid="194114120" border="0" src="https://freight.cargo.site/w/1000/i/3b692575764e5f5bdd7e87dd11a4332d3bac5d589e3e52f8cb22e2065b622bf9/deborah-hong_kororin_05.jpg" /> <img width="1920" height="1271" width_o="1920" height_o="1271" data-src="https://freight.cargo.site/t/original/i/672a96dee2546bd3bc47ce7d0f5e803b228fc021b3a9b2ddb1ebd5ba620b3bfd/deborah-hong_kororin_06.jpg" data-mid="194114119" border="0" src="https://freight.cargo.site/w/1000/i/672a96dee2546bd3bc47ce7d0f5e803b228fc021b3a9b2ddb1ebd5ba620b3bfd/deborah-hong_kororin_06.jpg" />&nbsp; &nbsp; &nbsp; <img width="1920" height="2368" width_o="1920" height_o="2368" data-src="https://freight.cargo.site/t/original/i/33bccc40d1012130358352ef9808f36005b436e5e81a32fd42c09ac8138ff8ab/deborah-hong_kororin_07.jpg" data-mid="194114118" border="0" data-scale="93" src="https://freight.cargo.site/w/1000/i/33bccc40d1012130358352ef9808f36005b436e5e81a32fd42c09ac8138ff8ab/deborah-hong_kororin_07.jpg" /> <img width="1920" height="2368" width_o="1920" height_o="2368" data-src="https://freight.cargo.site/t/original/i/5ec182c8339039afc5a620c7715db32d468abf0846d963c13ba978761a087879/deborah-hong_kororin_08.jpg" data-mid="194114117" border="0" data-scale="93" src="https://freight.cargo.site/w/1000/i/5ec182c8339039afc5a620c7715db32d468abf0846d963c13ba978761a087879/deborah-hong_kororin_08.jpg" /> <img width="1920" height="1272" width_o="1920" height_o="1272" data-src="https://freight.cargo.site/t/original/i/4666cae1ce90dd2c8a0b0ba9168855c2e92368c74670e889b100cac26e0c38dc/deborah-hong_kororin_09.jpg" data-mid="194114116" border="0" src="https://freight.cargo.site/w/1000/i/4666cae1ce90dd2c8a0b0ba9168855c2e92368c74670e889b100cac26e0c38dc/deborah-hong_kororin_09.jpg" /> &nbsp; <img width="1557" height="1920" width_o="1557" height_o="1920" data-src="https://freight.cargo.site/t/original/i/6e0318570850cca8c435a8e98378fde5f7ec64e549fb250f7a69665aa3fb451e/deborah-hong_kororin_10.jpg" data-mid="194114114" border="0" src="https://freight.cargo.site/w/1000/i/6e0318570850cca8c435a8e98378fde5f7ec64e549fb250f7a69665aa3fb451e/deborah-hong_kororin_10.jpg" /> <img width="1920" height="2368" width_o="1920" height_o="2368" data-src="https://freight.cargo.site/t/original/i/e7d106c854b3123a6ea8f0fcb0f832bbfddd6f1bba7178892d3f795e30bd5751/deborah-hong_kororin_11.jpg" data-mid="194114113" border="0" src="https://freight.cargo.site/w/1000/i/e7d106c854b3123a6ea8f0fcb0f832bbfddd6f1bba7178892d3f795e30bd5751/deborah-hong_kororin_11.jpg" /> <img width="1920" height="2368" width_o="1920" height_o="2368" data-src="https://freight.cargo.site/t/original/i/f9330ccb0f91710cad3b9a405900540ed84f616823c5880183b12876438c65de/deborah-hong_kororin_12.jpg" data-mid="194114112" border="0" src="https://freight.cargo.site/w/1000/i/f9330ccb0f91710cad3b9a405900540ed84f616823c5880183b12876438c65de/deborah-hong_kororin_12.jpg" /> &nbsp; <img width="1920" height="2368" width_o="1920" height_o="2368" data-src="https://freight.cargo.site/t/original/i/f6c04924b151c8d5e78b83250ceea667d38621818cb920b0c5a13ab92fc6bccf/deborah-hong_kororin_13.jpg" data-mid="194114111" border="0" src="https://freight.cargo.site/w/1000/i/f6c04924b151c8d5e78b83250ceea667d38621818cb920b0c5a13ab92fc6bccf/deborah-hong_kororin_13.jpg" /> <img width="1920" height="1920" width_o="1920" height_o="1920" data-src="https://freight.cargo.site/t/original/i/05f8d37c46b072b1fb79b4f615c3516529746e32cd1beb4a010672ab8aacb4bd/deborah-hong_kororin_15.jpg" data-mid="194114663" border="0" src="https://freight.cargo.site/w/1000/i/05f8d37c46b072b1fb79b4f615c3516529746e32cd1beb4a010672ab8aacb4bd/deborah-hong_kororin_15.jpg" /> <img width="1920" height="1271" width_o="1920" height_o="1271" data-src="https://freight.cargo.site/t/original/i/643cecda1dd9fa251ece9ba7d3d8f3fd8da7d9e240ce597142b3f1c37a73d045/deborah-hong_kororin_14.jpg" data-mid="194114664" border="0" data-scale="83" src="https://freight.cargo.site/w/1000/i/643cecda1dd9fa251ece9ba7d3d8f3fd8da7d9e240ce597142b3f1c37a73d045/deborah-hong_kororin_14.jpg" /> ︎︎︎TOVALA WEBSITE REDESIGN TOVALA X CHEF CHRISTINE HA︎︎︎ https://bigdebs.com/Tovala-x-Chef-Christine-Ha Wed, 18 Oct 2023 20:07:45 +0000 Deborah Hong https://bigdebs.com/Tovala-x-Chef-Christine-Ha &nbsp;&nbsp;&nbsp;TOVALA X CHEF CHRISTINE HACampaign, Partnership2022 <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/7d1a0ba70586ad067f07709d56b74fad65316cf60ffea289be2d241707116f38/deborah-hong_tovalaxchefchristine_01.jpg" data-mid="194428896" border="0" src="https://freight.cargo.site/w/1000/i/7d1a0ba70586ad067f07709d56b74fad65316cf60ffea289be2d241707116f38/deborah-hong_tovalaxchefchristine_01.jpg" /> &nbsp; &nbsp; In the summer of 2022, Tovala joined MasterChef winner and restaurateur Christine Ha aka The Blind Cook in bringing chef-crafted meals exclusive to the Tovala customer. The partnership resulted in three brand new Tovala Meals that featured Christine Ha’s take on Vietnamese and South East Asian comfort foods, like Bò Kho and Cơm Sườn
Nướng Xả. The campaign was amplified through FB &amp; IG advertising, YouTube, email marketing, and print. ROLECreative Direction, Art Direction, Design TEAMMaggie Pluskota - Lead CopyAliyah MacCrindle - Production DesignQuit Nguyen - Photography <img width="1920" height="2371" width_o="1920" height_o="2371" data-src="https://freight.cargo.site/t/original/i/ec3e43865b7e7983c1b49cb89644491e9501b298df0a08080bfdcfb09ae6a62d/deborah-hong_tovalaxchefchristine_02.jpg" data-mid="194428895" border="0" src="https://freight.cargo.site/w/1000/i/ec3e43865b7e7983c1b49cb89644491e9501b298df0a08080bfdcfb09ae6a62d/deborah-hong_tovalaxchefchristine_02.jpg" /> <img width="1920" height="1272" width_o="1920" height_o="1272" data-src="https://freight.cargo.site/t/original/i/52b329493539a40ab2032794f2ab99f182e73dea3b8172d938ff601b6e98dd46/deborah-hong_tovalaxchefchristine_03.jpg" data-mid="194428894" border="0" src="https://freight.cargo.site/w/1000/i/52b329493539a40ab2032794f2ab99f182e73dea3b8172d938ff601b6e98dd46/deborah-hong_tovalaxchefchristine_03.jpg" /> VISUAL IDENTITYThis was Tovala’s first chef partnership in over 3 years. In order to celebrate it to its greatest extent and keep it cohesive across multiple channels, we decided that a personalized identity was needed. Furthermore, the internal team knew that more chef partnerships were in the near future. Therefore, we created a sustainable identity that doubled as a standardized template to be used again. &nbsp; <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/140c41cb849a8dea8c95e675840e13e652cca5a6366e34fdebc385e475f9295f/deborah-hong_tovalaxchefchristine_04.jpg" data-mid="194428893" border="0" data-scale="67" src="https://freight.cargo.site/w/1000/i/140c41cb849a8dea8c95e675840e13e652cca5a6366e34fdebc385e475f9295f/deborah-hong_tovalaxchefchristine_04.jpg" /> &nbsp; <img width="1920" height="2371" width_o="1920" height_o="2371" data-src="https://freight.cargo.site/t/original/i/9400e6025f239def239e641c836fb70a9038fef29f9dfa08ed7531026471bdb7/deborah-hong_tovalaxchefchristine_05.jpg" data-mid="194428892" border="0" src="https://freight.cargo.site/w/1000/i/9400e6025f239def239e641c836fb70a9038fef29f9dfa08ed7531026471bdb7/deborah-hong_tovalaxchefchristine_05.jpg" /> <img width="1920" height="1271" width_o="1920" height_o="1271" data-src="https://freight.cargo.site/t/original/i/fee17843b78b6dc494da7f97aae5e8d1fec68cfecd7500a14ac3396c89dc6469/deborah-hong_tovalaxchefchristine_06.jpg" data-mid="194428891" border="0" src="https://freight.cargo.site/w/1000/i/fee17843b78b6dc494da7f97aae5e8d1fec68cfecd7500a14ac3396c89dc6469/deborah-hong_tovalaxchefchristine_06.jpg" /> &nbsp; &nbsp;CONCEPTTovala is giving Chef Christine a platform to share her story, her food, her way. By heroizing our partnered chef in her own home, we invite the audience to sit front-row to the MasterChef and James Beard Award-winning chef. Her natural confidence and inviting presence is strategically captured in the images with specific lower angles and soft lighting, while tidbits of her conversation about the new meals give us a look into what makes her recipes uniquely her and exclusively for Tovala. &nbsp; &nbsp; &nbsp; <img width="1042" height="1920" width_o="1042" height_o="1920" data-src="https://freight.cargo.site/t/original/i/9cab4ef1e70cb60e8114fd0f46dcae3693d090e838fb7a9849d9ab2aadcd2bd9/deborah-hong_tovalaxchefchristine_07.gif" data-mid="194428898" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/9cab4ef1e70cb60e8114fd0f46dcae3693d090e838fb7a9849d9ab2aadcd2bd9/deborah-hong_tovalaxchefchristine_07.gif" /> <img width="1920" height="3498" width_o="1920" height_o="3498" data-src="https://freight.cargo.site/t/original/i/097a4bf938452d427c26089b015d85add6575f0e314cd81ca2b18d4154aeaee1/deborah-hong_tovalaxchefchristine_08.jpg" data-mid="194740407" border="0" src="https://freight.cargo.site/w/1000/i/097a4bf938452d427c26089b015d85add6575f0e314cd81ca2b18d4154aeaee1/deborah-hong_tovalaxchefchristine_08.jpg" /> &nbsp; &nbsp; <img width="1042" height="2786" width_o="1042" height_o="2786" data-src="https://freight.cargo.site/t/original/i/5f229a9bdc3f0dd0db33c97a3d1cf73427c1d2180e6292b83c1c69e7c37df05c/deborah-hong_tovalaxchefchristine_09.gif" data-mid="194428897" border="0" src="https://freight.cargo.site/w/1000/i/5f229a9bdc3f0dd0db33c97a3d1cf73427c1d2180e6292b83c1c69e7c37df05c/deborah-hong_tovalaxchefchristine_09.gif" /> <img width="1920" height="9037" width_o="1920" height_o="9037" data-src="https://freight.cargo.site/t/original/i/807924202b014c7dd5382103b558af6319f9bb7f1eeaa9115f914c314b750fdf/deborah-hong_tovalaxchefchristine_10.jpg" data-mid="194429509" border="0" src="https://freight.cargo.site/w/1000/i/807924202b014c7dd5382103b558af6319f9bb7f1eeaa9115f914c314b750fdf/deborah-hong_tovalaxchefchristine_10.jpg" /> &nbsp; <img width="1920" height="2371" width_o="1920" height_o="2371" data-src="https://freight.cargo.site/t/original/i/ad67520b07872f98eb9d34773dc3b700f7f2f98253f5ced0cbc4991f586839ae/deborah-hong_tovalaxchefchristine_12.jpg" data-mid="194428888" border="0" src="https://freight.cargo.site/w/1000/i/ad67520b07872f98eb9d34773dc3b700f7f2f98253f5ced0cbc4991f586839ae/deborah-hong_tovalaxchefchristine_12.jpg" /> <img width="1920" height="1271" width_o="1920" height_o="1271" data-src="https://freight.cargo.site/t/original/i/31c3ba4367185edeaae04e97c9323d12ae4f05a5eb317729725452129ac732a7/deborah-hong_tovalaxchefchristine_13.jpg" data-mid="194428887" border="0" src="https://freight.cargo.site/w/1000/i/31c3ba4367185edeaae04e97c9323d12ae4f05a5eb317729725452129ac732a7/deborah-hong_tovalaxchefchristine_13.jpg" /> <img width="1920" height="2370" width_o="1920" height_o="2370" data-src="https://freight.cargo.site/t/original/i/b6a8af1b6c5e56323987f0ea484d914f1e7bef9eacc37430b17775bebea351ae/deborah-hong_tovalaxchefchristine_14.jpg" data-mid="194428886" border="0" src="https://freight.cargo.site/w/1000/i/b6a8af1b6c5e56323987f0ea484d914f1e7bef9eacc37430b17775bebea351ae/deborah-hong_tovalaxchefchristine_14.jpg" /> &nbsp; &nbsp; &nbsp;<img width="1920" height="1270" width_o="1920" height_o="1270" data-src="https://freight.cargo.site/t/original/i/5ee7fb33ba0d4bf19a92da3f63265cf8fffa151929db613f7092d44e89956d69/deborah-hong_tovalaxchefchristine_15.jpg" data-mid="194428885" border="0" src="https://freight.cargo.site/w/1000/i/5ee7fb33ba0d4bf19a92da3f63265cf8fffa151929db613f7092d44e89956d69/deborah-hong_tovalaxchefchristine_15.jpg" /> &nbsp; <img width="1920" height="1272" width_o="1920" height_o="1272" data-src="https://freight.cargo.site/t/original/i/92e993a45c85eba49b6925f4d47812d4359a2efe1f1d3ec353febc525df56c0a/deborah-hong_tovalaxchefchristine_16.jpg" data-mid="194428884" border="0" data-scale="81" src="https://freight.cargo.site/w/1000/i/92e993a45c85eba49b6925f4d47812d4359a2efe1f1d3ec353febc525df56c0a/deborah-hong_tovalaxchefchristine_16.jpg" /> ︎︎︎ONIGIRI KORORIN TOVALA: THE IMPOSSIBLE SALE︎︎︎ https://bigdebs.com/Tovala-The-Impossible-Sale Thu, 12 Oct 2023 18:58:53 +0000 Deborah Hong https://bigdebs.com/Tovala-The-Impossible-Sale &nbsp;&nbsp;&nbsp;TOVALA: THE IMPOSSIBLE SALECampaignFall 2021 <img width="1920" height="1271" width_o="1920" height_o="1271" data-src="https://freight.cargo.site/t/original/i/decb8fce6773ae2423f9206f6d8473997757fe969682e5e47bd4f31b9aaa2069/deborah-hong_tovala-impossible_14.jpg" data-mid="194019884" border="0" src="https://freight.cargo.site/w/1000/i/decb8fce6773ae2423f9206f6d8473997757fe969682e5e47bd4f31b9aaa2069/deborah-hong_tovala-impossible_14.jpg" /> Tovala is a D2C food and tech company founded in 2017. From raising over $100,000 within 24 hours of its Kickstarter campaign, Tovala has scaled to a growth-stage national brand recognized by household names like Oprah Daily, Buzzfeed, and People Magazine. The company offers a one-of-a-kind solution to meal prepping and cooking. The system comprises of a countertop-friendly Tovala Smart Oven, the Tovala App, and a Tovala Meal subscription. &nbsp; &nbsp; PROBLEM In the Fall of 2021, Tovala was under pressure to meet the highest sale numbers before the end of the year. Goals were to nearly double ARR, drive momentum for Black Friday/Cyber Monday (typically our biggest sale of the year), and generate top of funnel awareness &amp; relevancy. A few other challenges was the need to communicate a huge discount ($299 to $99) while upholding the brand image of a high-quality product and a short lead time of 5 weeks. SOLUTION Fight against any creative fatigue with fresh new imagery that is thumb-stopping, take advantage of the high-intent purchase time of Labor Day weekend by targeting a large prospective audience through multichannel marketing, and create all new creative in-house for quicker turnarounds to meet deadlines. ROLE Creative Direction, Art Direction, Design TEAM Jia Hong - DesignMaggie Pluskota - CopyAliyah MacCrindle - Production DesignJason Punches - Creative DirectionTim McCoy - Photography <img width="1920" height="1105" width_o="1920" height_o="1105" data-src="https://freight.cargo.site/t/original/i/90d826dfd2b9daf0ad2bdaa45ec18eea71b70777a30df4a40aff5056da11f146/deborah-hong_tovala-impossible_01.jpg" data-mid="193987858" border="0" data-scale="86" src="https://freight.cargo.site/w/1000/i/90d826dfd2b9daf0ad2bdaa45ec18eea71b70777a30df4a40aff5056da11f146/deborah-hong_tovala-impossible_01.jpg" /> CONCEPTThe Impossible Sale derived from a two-fold message: 1. “Tovala has brought to the world a solution that feels impossible—Eating well without the cooking.”2. “That solution is now on sale for an impossible-to-believe price. Act now!” &nbsp; <img width="1290" height="742" width_o="1290" height_o="742" data-src="https://freight.cargo.site/t/original/i/93ca972f2c401d8d986b4bde721fc51eb049ccac5f7fcde66ceb6cca75f257ed/deborah-hong_tovala-impossible_02.jpg" data-mid="193990637" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/93ca972f2c401d8d986b4bde721fc51eb049ccac5f7fcde66ceb6cca75f257ed/deborah-hong_tovala-impossible_02.jpg" /> As for the imagery, we wanted the audience to know that a bolder, sleeker, more premium solution to eating better has entered the arena and it deserves their attention. For the first time ever, we took the Tovala Smart Oven and Tovala Meal out of the kitchen and put it on display to be celebrated. <img width="1290" height="742" width_o="1290" height_o="742" data-src="https://freight.cargo.site/t/original/i/823c4e2755f1da0d96b7a1523f7021e15e246abc2134329f16101d9c94523dd0/deborah-hong_tovala-impossible_03.jpg" data-mid="193992135" border="0" src="https://freight.cargo.site/w/1000/i/823c4e2755f1da0d96b7a1523f7021e15e246abc2134329f16101d9c94523dd0/deborah-hong_tovala-impossible_03.jpg" /> <img width="1555" height="1920" width_o="1555" height_o="1920" data-src="https://freight.cargo.site/t/original/i/94b8acdc8250b143f1e40fe7f4427e15729ecb5d17184b655cf334d665cba448/deborah-hong_tovala-impossible_04.jpg" data-mid="193992211" border="0" src="https://freight.cargo.site/w/1000/i/94b8acdc8250b143f1e40fe7f4427e15729ecb5d17184b655cf334d665cba448/deborah-hong_tovala-impossible_04.jpg" />&nbsp; &nbsp; <img width="1920" height="1920" width_o="1920" height_o="1920" data-src="https://freight.cargo.site/t/original/i/af28ccc9375b3d9bbc5d52b21c9168a17433892ecc233e01ada8ac467fba083f/deborah-hong_tovala-impossible_05.jpg" data-mid="193992210" border="0" src="https://freight.cargo.site/w/1000/i/af28ccc9375b3d9bbc5d52b21c9168a17433892ecc233e01ada8ac467fba083f/deborah-hong_tovala-impossible_05.jpg" /> &nbsp; &nbsp; &nbsp;<img width="1920" height="1079" width_o="1920" height_o="1079" data-src="https://freight.cargo.site/t/original/i/9bbea8f2c835bc142d3847ebd0e5ee9d0a6a62dd43bcc913782106e4aebebfe2/deborah-hong_tovala-impossible_06.jpg" data-mid="194003469" border="0" data-scale="94" src="https://freight.cargo.site/w/1000/i/9bbea8f2c835bc142d3847ebd0e5ee9d0a6a62dd43bcc913782106e4aebebfe2/deborah-hong_tovala-impossible_06.jpg" /> <img width="600" height="945" width_o="600" height_o="945" data-src="https://freight.cargo.site/t/original/i/f57ea0ac183202fd00f209e31243fc4a6d158cc2c1ecc3281c564b4579943ede/deborah-hong_tovala-impossible_08.png" data-mid="193992214" border="0" src="https://freight.cargo.site/w/600/i/f57ea0ac183202fd00f209e31243fc4a6d158cc2c1ecc3281c564b4579943ede/deborah-hong_tovala-impossible_08.png" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/16c9c64abdb376d56f10b3503520bfa41b34208e7c39e6996eea3ddbdd2a7939/deborah-hong_tovala-impossible_10.gif" data-mid="193992212" border="0" src="https://freight.cargo.site/w/1000/i/16c9c64abdb376d56f10b3503520bfa41b34208e7c39e6996eea3ddbdd2a7939/deborah-hong_tovala-impossible_10.gif" /> &nbsp; &nbsp; <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/84b68198f4904a1d3984c065a8f04594544a735a46c66e0104983c01c7053ccc/deborah-hong_tovala-impossible_07.gif" data-mid="193992213" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/84b68198f4904a1d3984c065a8f04594544a735a46c66e0104983c01c7053ccc/deborah-hong_tovala-impossible_07.gif" /> <img width="1600" height="2000" width_o="1600" height_o="2000" data-src="https://freight.cargo.site/t/original/i/227220d5d5d1b51ef9cde0c58ae09927d948f7810078bf18461587cd8fb24960/deborah-hong_tovala-impossible_09.jpg" data-mid="193992215" border="0" src="https://freight.cargo.site/w/1000/i/227220d5d5d1b51ef9cde0c58ae09927d948f7810078bf18461587cd8fb24960/deborah-hong_tovala-impossible_09.jpg" /> &nbsp; &nbsp; <img width="3097" height="1319" width_o="3097" height_o="1319" data-src="https://freight.cargo.site/t/original/i/8a52a2667224616d6b29e29ced364ecff329230bf2a37aaa2971dddb429cd742/deborah-hong_tovala-impossible_11.jpg" data-mid="194009309" border="0" data-scale="92" src="https://freight.cargo.site/w/1000/i/8a52a2667224616d6b29e29ced364ecff329230bf2a37aaa2971dddb429cd742/deborah-hong_tovala-impossible_11.jpg" /> &nbsp; <img width="1555" height="1920" width_o="1555" height_o="1920" data-src="https://freight.cargo.site/t/original/i/55fbdb5d50dbe2838aedecd5e5f3349fd09b5a0154bba206bed5025594c733e3/deborah-hong_tovala-impossible_12.jpg" data-mid="194009311" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/55fbdb5d50dbe2838aedecd5e5f3349fd09b5a0154bba206bed5025594c733e3/deborah-hong_tovala-impossible_12.jpg" /> <img width="1925" height="1920" width_o="1925" height_o="1920" data-src="https://freight.cargo.site/t/original/i/71a3d271df7cbd933d38e87f4205b605803b50c0ffe32cde5060d313de15443d/deborah-hong_tovala-impossible_13.jpg" data-mid="194009308" border="0" data-scale="87" src="https://freight.cargo.site/w/1000/i/71a3d271df7cbd933d38e87f4205b605803b50c0ffe32cde5060d313de15443d/deborah-hong_tovala-impossible_13.jpg" /> ︎︎︎TOVALA X CHEF CHRISTINE HA SAIC HOLIDAY ART SALE︎︎︎ https://bigdebs.com/SAIC-Holiday-Art-Sale Sun, 22 Oct 2023 06:22:23 +0000 Deborah Hong https://bigdebs.com/SAIC-Holiday-Art-Sale &nbsp;&nbsp;&nbsp;SAIC HOLIDAY ART SALEEvent Brand Identity2016 <img width="1920" height="1271" width_o="1920" height_o="1271" data-src="https://freight.cargo.site/t/original/i/17d2f88da100a174bfa98ba08c0fb672f85eb046c8f92c3cfb92b9e244b82e85/deborah-hong_SAIC-Holiday-Art-Sale_01.jpg" data-mid="194438702" border="0" src="https://freight.cargo.site/w/1000/i/17d2f88da100a174bfa98ba08c0fb672f85eb046c8f92c3cfb92b9e244b82e85/deborah-hong_SAIC-Holiday-Art-Sale_01.jpg" /> Every year, the School of the Art Institute (SAIC) hosts an annual Holiday Art Sale featuring undergraduate and graduate students.&nbsp; The concept of this proposal is rooted in the active journey of finding the perfect gift. Inspirations were drawn from the curves and lines of the event spaces’s historical interior architecture, and the zig-zag path we often take as we shop around. &nbsp; &nbsp; <img width="1920" height="2032" width_o="1920" height_o="2032" data-src="https://freight.cargo.site/t/original/i/81a2d6861867507295431af3071841df76dcd80147b3273295eabaad048f3663/deborah-hong_SAIC-Holiday-Art-Sale_02.jpg" data-mid="194438707" border="0" data-scale="94" src="https://freight.cargo.site/w/1000/i/81a2d6861867507295431af3071841df76dcd80147b3273295eabaad048f3663/deborah-hong_SAIC-Holiday-Art-Sale_02.jpg" /> <img width="1920" height="2042" width_o="1920" height_o="2042" data-src="https://freight.cargo.site/t/original/i/a5edd48df25a452c89409132147532746818a87ea6e833561ebebb8176fab52d/deborah-hong_SAIC-Holiday-Art-Sale_03.jpg" data-mid="194438720" border="0" src="https://freight.cargo.site/w/1000/i/a5edd48df25a452c89409132147532746818a87ea6e833561ebebb8176fab52d/deborah-hong_SAIC-Holiday-Art-Sale_03.jpg" /> <img width="1920" height="1280" width_o="1920" height_o="1280" data-src="https://freight.cargo.site/t/original/i/5b2e952a85efffb88e69b92540a3b14a251af3af5b30003780513a7cb2018291/deborah-hong_SAIC-Holiday-Art-Sale_04.jpg" data-mid="194438708" border="0" src="https://freight.cargo.site/w/1000/i/5b2e952a85efffb88e69b92540a3b14a251af3af5b30003780513a7cb2018291/deborah-hong_SAIC-Holiday-Art-Sale_04.jpg" /> &nbsp; <img width="1920" height="3134" width_o="1920" height_o="3134" data-src="https://freight.cargo.site/t/original/i/c1e12e45bd88b788ff4d29fb2e520c5947ebf2cb9181313ba80cb98c99417265/deborah-hong_SAIC-Holiday-Art-Sale_05.jpg" data-mid="194438704" border="0" src="https://freight.cargo.site/w/1000/i/c1e12e45bd88b788ff4d29fb2e520c5947ebf2cb9181313ba80cb98c99417265/deborah-hong_SAIC-Holiday-Art-Sale_05.jpg" /> <img width="1920" height="2780" width_o="1920" height_o="2780" data-src="https://freight.cargo.site/t/original/i/31636f821013659d46a9ecb73d21e9d8330ed57a2ffbf5e007f974b0a6b4d74f/deborah-hong_SAIC-Holiday-Art-Sale_06.jpg" data-mid="194438706" border="0" data-scale="68" src="https://freight.cargo.site/w/1000/i/31636f821013659d46a9ecb73d21e9d8330ed57a2ffbf5e007f974b0a6b4d74f/deborah-hong_SAIC-Holiday-Art-Sale_06.jpg" /> &nbsp; &nbsp; &nbsp; <img width="1920" height="2880" width_o="1920" height_o="2880" data-src="https://freight.cargo.site/t/original/i/61f865452f9ba6db50a32a79d1eb223c31c6f0b1b63f77014cc3a33be5268293/deborah-hong_SAIC-Holiday-Art-Sale_07.jpg" data-mid="194438703" border="0" src="https://freight.cargo.site/w/1000/i/61f865452f9ba6db50a32a79d1eb223c31c6f0b1b63f77014cc3a33be5268293/deborah-hong_SAIC-Holiday-Art-Sale_07.jpg" /> ︎︎︎TOVALA: THE IMPOSSIBLE SALE TOVALA REBRAND︎︎︎