Fictional brand · Student project
MO’BIA
Research, brand identity and an IMC plan
MO’BIA is a fictional non-alcoholic beer brand developed for an integrated marketing communications (IMC) course. I led the project and handled most of the research, brand development and creative production, with support from my teammates.
The brief and my role
Our team developed a non-alcoholic beer brand and a proposed launch plan. The project covered market, audience and competitor research, positioning, visual identity and communications.
I managed the timeline, connected the research with the creative direction and directly produced most of the deliverables. My teammates helped complete the project.
- Research and strategy
- Market, competitor and audience analysis, followed by positioning.
- Brand development
- Naming, brand story, logo, packaging labels and mockups.
- Creative production and IMC
- Video, social artwork, advertising mockups and a proposed activity plan, budget and KPIs.
MO’BIA: product imagery
Target audience and positioning
The desk research examined non-alcoholic beer, established brands and occasions when young adults meet friends. We chose to focus the brand on social enjoyment and people’s choice of drink.
The core audience in the brand proposal was urban adults aged 22–29 who enjoy socialising and value a healthy lifestyle. We proposed a mid-to-premium position, with an Original flavour and a fruit range.
This positioning led to “Chọn Mo’Bia - Trọn khoảnh khắc”. The brand story centres on the act of clinking glasses, which carries through to the name, can-tab symbol and content about social occasions.
Naming, logo and packaging for six flavours
MO’BIA echoes “More Beer” and the Vietnamese phrase “mở bia”, meaning to open a beer. A can tab forms the letter O, paired with “More Beer, More Cheers”.
The packaging shares one typographic and label system, with colour distinguishing six flavours: Original, Peach, Raspberry, Strawberry–Kiwi, Lychee–Pomegranate and Pineapple–Pink Pomelo. The work below includes labels, can mockups and a six-pack.
MO’BIA: brand identity and can-tab reference
The identity presentation includes a can-tab reference alongside the MO’BIA logo designs.
MO’BIA: six packaging labels
MO’BIA: packaging mockups
Brand film, social content and advertising mockups
The brand film and social artwork apply MO’BIA’s identity to the cans, flavours and moments of clinking glasses. The social designs introduce the six-flavour range, individual flavour groups and campaign imagery.
The content proposal includes “Cheer Kiểu Mới”, “Mở bia, mở cheers” and “Chọn hay Trọn”. The outdoor mockups below show how the artwork could appear on billboards, transit shelters and advertising screens.
MO’BIA: social posts
Outdoor advertising mockups
These images are mockups from the proposal.
A three-phase IMC plan
The proposed campaign runs from August to November 2025 through awareness, attitude and behaviour phases. The film and social content introduce the brand, sampling offers a product experience, and promotions and remarketing support purchase.
The proposed budget totals VND 2 billion. The activities, timing and budgets below belong to the course plan.
| Phase | Proposed activities | Budget |
|---|---|---|
| Awareness · Aug–Sep | Film distribution on YouTube, Facebook and TikTok; product social content, PR and outdoor advertising. | VND 500 million |
| Attitude · October | Mo’Bia Chill Fest in Hanoi, Ho Chi Minh City and Da Nang; sampling, mocktail workshops, music, a hashtag challenge and recaps. | VND 700 million |
| Behaviour · November | A six-pack promotion with one extra can and a 20% voucher for the next purchase; social promotions, email, SMS and Zalo. | VND 800 million |
Channel roles and measurement
- Film, social, PR and outdoor
- Introduce the brand and message; track reach, views and engagement.
- Events and sampling
- Offer a product experience; track attendance, trials and purchases at the venue.
- Promotions and remarketing
- Encourage purchase and return visits; track orders, offer redemptions and customer data.
Fanpage report and proposed improvements
The fanpage screenshots in the deck show 4,768 views and 1,279 total followers in the reporting view for 1–28 September. This channel report is separate from the reach and sales targets in the IMC plan.
- Views
- 4,768
- Total followers
- 1,279
- Net follows
- 1,266
- Unfollows
- 20
Source: reporting screenshots on slide 67, dated 1–28 September; no year is visible.
View the original reporting screenshots
Recommendations after reviewing the report
- Maintain a regular posting schedule and recurring series so views rely less on a few posts.
- Use clearer follow prompts and continue developing short videos.
- Broaden the topics to include everyday life, sport and technology to reach more audience groups.
Lessons from defining the brand’s audience
I hate how you make me askwho I’m really making this for.
I learned to define who the brand should reach before developing the creative idea. For MO’BIA, joining a toast while choosing what to drink connects the name, identity, content and proposed experiences.
The channel report adds another consideration: audience response can inform the posting schedule, topics and follow prompts.