Making an Impact on the Move: Leading Lovello’s Innovative Road Cone Branding Project

In the competitive landscape of FMCG, standing out during major festival seasons requires innovation beyond conventional advertising. I am proud to share a recent milestone in my career as a Brand Executive at Lovello Ice-Cream PLC—conceptualizing and executing our first-ever Road Cone Branding Project. This initiative was strategically timed to capture the attention of thousands traveling home for the Eid holidays.

Project Vision & Goal

The primary objective of this project was to enhance Lovello’s brand visibility and create a modern visual presence on key high-traffic roads during the busy Eid travel season. We aimed to greet travelers with a refreshing brand touchpoint as they embarked on their journey home.

Creative Concept: The Premium Gold Standard

The design concept for the road cones was inspired by the sophisticated "Premium Gold and Red" theme of our new Lovello Haulage Vans—a design that I had also conceptualized and led. This cohesive look ensured brand consistency across different touchpoints.

When I presented the mockups and the creative concept to the senior leadership, it received immense appreciation from:

The Chief Sales Officer (CSO) Sir
My boss, the Deputy Manager (Marketing)
And the entire Sales and Marketing Department.

A Timeline of Collaborative Execution

The success of this first-of-its-kind project at Lovello was the result of a tight schedule and cross-departmental coordination:

Kick-off (Jan 26): We officially initiated the project, beginning the process of design finalization, coordinating with the Gulshan Traffic Department, and evaluating vendor quotations.
Vendor Selection & Production: Out of several leading CMYK printing vendors, we selected ‘Hebb Son’ as our production partner. They successfully translated my design file and mockup into a tangible product, producing 100 fully branded road cones.
Delivery & Installation (March 10-16): The finalized cones were delivered on March 10. By March 16, the installation and on-ground placement were successfully completed at key strategic points, including Mohakhali Amtali, Banani Chairman Bari, and Banani Sainik Club.

Key Professional Takeaways

Leading this end-to-end project sharpened my skills in:

Vendor Management & Production Oversight: Personally supervising the CMYK printing and production process at the printing house to ensure 100% color accuracy and material quality.
Strategic Coordination: Working closely with factory management and the Gulshan Traffic Department for logistical support, permissions, and effective on-road implementation.
Operational Excellence: Overcoming on-ground complexities and cross-departmental scheduling limitations to deliver the project within the planned timeline.

This innovative initiative not only achieved our goal of high Eid-season visibility but also established a new benchmark for creative brand activation at Lovello Ice-Cream PLC.