The Great Digestion Adventure
Art Direction & Events Design
Time: 2023
Role: Lead Designer
Location: Singapore
PROJECT DETAILS
About the Project
The Great Digestion Adventure is a 5-day pop-up event by Friso, marked the relaunch of their new formula focused on children's digestive health.
We transformed the digestive system into a life-sized, learn-through-play experience for families.
THE BRIEF
Objectives
CHALLENGES
Balance educational content with play while ensuring safety and accessibility for children
Educational content must be engaging, accurate and easy to understand
Provide a platform for parents to educate and bond with their children
GOALS
Connect families with the brand's values while educating them about digestive health
Showcase client's dedication to promoting children's healthy digestion
Subtly promote the client's product to parents through the experience
THE APPROACH
Design Process
CONCEPT & DIRECTION
The concept was built around the narrative of an adventure inside a life-sized digestive system.
Playful details and language were incorporated to create an immersive experience for families.
COLLABORATION
Close collaboration with the build team ensured that prototypes were both scalable and safe.
Interactive components were optimised with child-friendly heights, and rounded edges were implemented for safety.
Final Outcome
Colourful, simple illustrations were used across graphic and spatial elements with Friso's original blue color incorporated. Four interactive zones with vibrant visuals and hands-on activities effectively conveyed the digestive process.
Brand Collaterals
Primary
Archivo Black
Titles
Secondary
FS Albert
Body
Main
Elements
Fun and simple illustrations with consistent icons to indicate learning points.
#285490
#DC3D2A
#F86075
Main
#285490
#DC3D2A
#F86075
SPATIAL DESIGN
The Digestive System: Brought to Life
Entry Zone - Ingestion:
The journey began with an eye-catching ball pit and a huge mouth (this also attracts attentions as it's facing the public). This area symbolises eating the "rainbow diet", where kids selected coloured balls, representing different nutrients, and tossed them into mouth-shaped buckets to enter.
Stomach Zone – Digestion:
The space mimics a stomach, especially through its floors, where kids feel as if they’ve just entered the stomach itself. With games like “breaking down the food” with acid balls, this zone is memorable and immersive.
Intestine Zone – Absorption:
Intestine-shaped trails on the floor guided children through the absorption phase. Walls featured facts and educational content to engage both parents and children.
Poop Zone - Egestion:
The adventure ended with a slide, where children finally “became poop,” tying into the client’s digestive milk promotion and adding humour and excitement for both parents and kids.
DESIGN WORK
Fun Infographics
Collaborated with the copywriter to develop cohesive infographics for educational facts, game instructions, and way-finding, ensuring the design supported the immersive experience flow for the families.
Results
CONVERSION
Achieved a
30%
customer conversion rate
DURATION OF STAY
An average of
45
mins
of stay & play
REACH
Estimated
+
6M
reach from earned coverage
CONVERSION
Achieved a
30
%
customer conversion rate
DURATION OF STAY
An average of
45
minutes of
stay & play
REACH
Estimated
+
6M
reach from
earned coverage