About the Tombow VIP Club
The Tombow VIP Club was designed for the brand's most loyal customers — to offer brand new products before they're available anywhere else on the web or in stores. Each VIP Club box is themed and branded based on the product offering and typically includes a Tombow Exclusive item that can't be purchased outside of the VIP Club program.
My role in designing these boxes includes:
• Determining short-term branding and art direction for the box based on products included. Brainstorming ideas for artwork and overall messaging. Creating artwork for photoshoots. Sketching layouts and planning photos needed during photoshoot.
• Designing Tombow Exclusive items included in the box. For example, the exclusive Tombow Washi Tape and Planner and Journal Doodles how-to double-sided insert.
• Overseeing the photoshoot, helping to layout products for lifestyle images. Editing photos and designing product insert, website banner images, Instagram and Instagram Story graphics, product launch email graphics, a web banner and product listing images for Tombow's website.
• Exporting all graphics for print and web and ensuring each team member has reviewed, approved and received the content specific for their role in time for launch. Making revisions as needed and resubmitting.
Product Insert
The first piece of content I create for each box is the printed product insert that's included in each VIP Box. It's the first thing customers see when they open their boxes, so I like the design to be colorful and fun. In this example, I used the same pattern featured on the product packaging and photoshopped an image of the custom washi tape over a white scrap of paper to incorporate the exclusive item into the artwork.
Product photos are styled on a colorful background and showcase the product and is accompanied with a short description of how the product is best used and what makes it so great.
Product Launch Email
The product launch email is sent only to Tombow VIP Club members one day prior to being launched publicly on Tombow's social media accounts and to the rest of their email base. This email is the first look at brand new products not yet introduced into the market. The email is designed to outline each product included in the box and how the product is best used for art and craft.
Social Media Images
A series of social media graphics are created to share on Instagram, Instagram Stories, Facebook and Twitter. These graphics feature the same colorful and playful images crafted for the product launch email and printed insert and include short product copy to explain how each product is used.
Tombow Website Images
The end goal for all of these promotional graphics is to lead customers to the Tombow website to purchase a box of their own. I design a homepage banner image for each box by creating a desk scene showcasing all products and how they work together. This image clicks through to the product listing page where customers can learn more detailed information about the products, such as color names, product packaging information and detailed descriptions of how each product can be used.
