purposes and inspiration concepts
The purposes of designing this direct mail are to increase brand awareness and invite new customers to visit Dog House Kowloon. This direct mail design's inspiration comes from the restaurant's logo and a joke from my former colleague. She joked that it would be impressive when receivers open the direct mail, a dog's head pops up. At that moment, I have an idea to transfer the logo design into reality, making a two-dimensional shape of a dog house and a dog head to create this direct mail.
Challenges
The challenging parts of this project are the limited printing budget and the fulfilment of posting conditions for irregular-shape circular mail service. Due to a limited printing budget, I started to develop more than ten drafts to optimate the size. The size optimation needs to make sure the selected images and information included in the design. On the other hands, to ensure our company paid the lowest printing cost, I compared the printing costs from different printing companies at that time. Besides, according to circular mail service restrictions and irregular-shape is more susceptible to damage than others, we used plastic sleeves to pack before posting.
Direct mail design (cover and inside page)
Direct mail cover with plastic sleeve
Inside page of direct mail
Back page of direct mail