Year: 2025
Type: article
Abstract: Over the past four years I’ve discovered that what excites me most is creating designs for branding campaigns. Today, I’m presenting one of my projects — Iron Roots. “Iron Roots” is a branding campaign built on metaphor, exploring themes of strength, health and continuity through visual storytelling. This project is inspired by the image of strong tree roots and the strength and power of metal — symbols of resilience, endurance, and inner support for the human body and spirit. The Iron Roots campaign is aimed at an adult audience of 55-65 years old, for those who have spent most of their lives working and building themselves and their families, and now seek to improve their health and care for the future. The main metaphor – “iron roots” – shows a strength that goes back far beyond generations. I express this through the design of the vitamin packaging: the textures of bark and iron create a sense of reliability, strength, naturalness and longevity. The product line includes a jar of magnesium as well as a jar of omega-3, emphasizing the importance and care of the major organs of the human body. The project is expanding in space as well – the poster I made for the overall campaign presentation echoes the core message, “Where strength takes root”. “Iron Roots” is not just a pack of vitamins. It is the idea that strength does not disappear with age, but goes deeper, becomes wiser and stronger. And healthy vitamins can help a person make that journey more comfortable, easier and more joyful, even at this age. For me, this project is a way to show how a strong and robust human story can be told through design and metaphor.”
Author: Kelekhsaeva, Arina
Institution: University of the Pacific
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6985887652
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