"GREAT GOUSTO FOOD FEST" CAMPAIGN
CREATIVE DIRECTION, LOGO DESIGN, CAMPAIGNS, GRAPHIC DESIGN, ART DIRECTION, ILLUSTRATION, DIGITAL, PRINT, MARKETING, SHOOT DIRECTION
To fight a pre-summer slump in orders by creating a campaign themed like a digital food festival celebrating the best in British produce and products.
Taking inspiration from the easily-recognised layouts of music festival posters, I sought to create a campaign that celebrated the culture of food during the transition from Spring to Summer. The sun's longer daily presence promotes the British celebrating food outdoors en masse, with the campaign visuals nodding to summer picnics and BBQs.
I hand-drew the logo as it paid homage to the method of creating music posters (especially in the 1970s) while using a colour palette that both reminisced of Spring and screamed for Summer. Photoshoot direction strengthened the theme, with primary focus being on pushing the picnic vehicle while keeping the bright colours of the featured recipes in the forefront where applicable.