CREATIVE DIRECTION • CAMPAIGN DEVELOPMENT • SOCIAL MEDIA CONTENT • PACKAGING
Objective: To create a seasonal brand campaign that will help increase customer retention while increasing marketplace add-on revenue via highlighting limited time offered products and a micro-branded seasonal cocktail line.
Before I started with Gousto, the company had never executed an integrated seasonal campaign that extended cohesively across all channels. The brief focused on the nostalgia of food in the summer: cooking al fresco, dining outdoors, ice-cold refreshing drinks, and of course the defining smell of food on the barbecue.
My brainstorming took me to the iconic and on-trend throwback influences of the 80s and 90s. The neon colourways were inspired by beach-front architecture, mainly from Miami Beach and many of Britain's southern beaches.
Miami Beach's influence continued through the typography and geometric shapes/pattern-work. The Savour the Summer campaign visually captured the nostalgia necessary to make Gousto's first major seasonal campaign a memorable success.