Word Association Web

    This exercise, recommended by Creative Bloq, involves picking a central word and brainstorming connected words to expand concepts.

    Starting with BBQ, I linked it to words like fire, bunker, ribs, apocalypse, smoke, grill, zombies, survival, and chaos. Then, I connected those to survivor’s ration cards (loyalty programs), bunker-style tray plating, hazard-striped signage, and flaming meat graphics. By continuing to branch off into different associations, I uncovered ideas for merchandise, themed drinks, and even interactive tabletop elements.

    One of my favorite discoveries was the concept of a “Survivor’s Menu”, where customers roll a zombie-themed dice to get a random menu item, just like a loot drop in a video game. Another idea was a takeout box designed like a military MRE, reinforcing the bunker aesthetic.

    This method helped organize branding elements and uncover new marketing angles like “Survival Tiers” for frequent customers and “Zombie Outbreak Specials” on limited-time menu items. It proved how small details could make the brand feel more immersive and engaging. I also realized that word association is a powerful tool for connecting seemingly unrelated ideas to create something fresh and exciting.

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