ProgramsGraphic Design and Media Arts II - Spring 2022ProjectsBrand Video Development for Stocked by ReserveBar

Project Title: Brand Video Development for Stocked by ReserveBar

ReserveBar LLC

Details
Project Title Brand Video Development for Stocked by ReserveBar
Project Topics Digital Marketing Market Research Marketing PR & Communications Product Design & Development
Skills & Expertise
Project Synopsis: Challenge/Opportunity
ReserveBar, a leader in high-end spirits and luxury beverage curation, is launching a new brand called Stocked, focusing on ready-to-drink (RTD) cans, hard beverages, and craft beer. Unlike ReserveBar’s core identity, Stocked will emphasize fast, regional/local accessibility and appeal to consumers looking for convenient, high-quality drinking experiences.
The challenge is twofold:
  1. Brand Positioning & Messaging – How can Stocked differentiate itself from ReserveBar while still existing within the same ecosystem?
  2. Launch Content Strategy – How can Stocked tell an engaging, consumer-driven story that conveys the lifestyle and moments best associated with its products?
Stocked needs a brand launch video storyboard that will be used for social media advertising and digital content. The project requires students to define the target audience persona, develop a compelling narrative, and storyboard a video that aligns with the brand's messaging in preparation for a May 2025 launch.
Project Synopsis: Activities/Actions Required
Market Research & Audience Insights
  • Identify and define Stocked’s target audience personas based on demographics, behaviors, and preferences.
  • Research competitor marketing strategies for RTDs, hard beverages, and craft beer.
  • Evaluate regional vs. national positioning strategies for Stocked.
Content & Messaging Strategy
  • Develop a brand story framework that highlights key consumer moments.
  • Create messaging pillars that showcase Stocked’s accessibility, local appeal, and fast delivery model.
  • Define the tone, voice, and messaging to differentiate Stocked from ReserveBar while maintaining synergy.
Brand Video Storyboard Development
  • Outline key scenes and sequences for the Stocked launch video.
  • Develop a narrative arc that showcases key drinking occasions (e.g., game nights, barbecues, weekend getaways, casual gatherings).
  • Integrate product placement and branding elements in a natural and engaging way.
Implementation Recommendations
  • Propose distribution strategies for social media and digital marketing.
  • Suggest A/B testing strategies for video variations based on audience segmentation.
  • Provide recommendations for additional supporting content (short clips, GIFs, and stills) to be used in ads and organic social media.
Project Synopsis: Expected Results
A well-researched target audience profile with key consumer insights.
A detailed and visually engaging storyboard for the brand launch video.
Clear messaging pillars and brand positioning strategy for Stocked.
Strategic content distribution plan for a successful May launch.

Project Timeline

Touchpoints & Assignments Date Type

Q&A Session with Company

 Jan 03 2022

Submit Milestone #1 - Deep-dive into Company

 Jan 03 2022 Submission Required

Program Kickoff

 Feb 24 2022 Event

Temp Check #1 Due

 Mar 03 2022 Evaluation

Temp Check #2 Due

 May 04 2022

REMINDER OF CONFIDENTIALITY

 Oct 02 2022

Submit Final Deliverable - Final Assets to Industry Partner for Review�

 Oct 05 2022 Submission Required

Final Peer Evaluation Due

 Dec 05 2022 Evaluation

Final Self Evaluation Due

 Dec 05 2022 Evaluation

Final Feedback Session with Industry Partner

 Dec 05 2022

Kickoff Meeting with Industry Partner

Review of Prototype/Rough Cut

Submit Milestone #2 - Conduct Research for Developing Media Assets/Storyboard

 Submission Required

Submit Milestone #3 - Develop and Propose Prototype Content/Rough Draft of Video/Animation

 Submission Required

Kick-off Evaluation Due

 Evaluation

Teams

Team Name  Project Name  Team Members 
No Teams Available