Role: Lead Designer
*This project was a collaboration between myself and Kaitlin Mitchell at Walz Tetrick Advertisement. We both were involved with every piece of this campaign.
Project Brief: Create a holiday campaign celebrating Price Chopper. Celebrate traditions without necessarily feeling traditional, Bring more fun, whimsy and holiday magic to the work. Keep food at the heart of the idea. Push beyond expected grocery advertising with something bold, distinctive and ownable for Price Chopper.
Tools: Adobe Firefly, Illustrator, Photoshop
YOUR HOLIDAYS. YOUR RULES. is a brand campaign created for price chopper that celebrate the togetherness of people and food through nostalgic and warm design direction
Manifesto:
Every family has its own way of doing the holidays.
The side dishes that have to be on the table, the rituals we have around the meal and the little disagreements that return every year.
Nobody ever wrote down how it all has to go.
That doesn't mean it's up for debate.
Price Chopper didn't invent the rules.
We just make them easier to follow.
Who am I designing for?
This campaign for Kansas City families celebrating the holidays. This campaign will focus on family traditions and side dishes.
Inspiration
My inspiration came from what I wanted the campaign to feel. This determined my design choices and picked colors from the images. I wanted this to feel like a realistic, fun and homey kind of holiday campaign.
Create a look and feel for the food and environmental photography
When it comes to grocery store campaigns, the photography of the food is always the first priority. Making the food look appealing and delicious is always are goal but also how that blends in with the world we've built in our campaign.
With this campaign we wanted it to be fun and flash photography. Making it feel like someone in your party took the photo.
Grocery Store Signage
Grocery store signage is the most important print collateral for grocery stores. Its want bring your campaign to life in the space its meant to be in.
For our signage we decided to go for bold type and with a flat background. We created these stars to add some holiday flare.
Brand Activations
Brand activations was the fun part. Creating spaces outside of the grocery store like social media or in another physical space was very important for our community engagement.
Research
This research influenced primary our holiday rules and photography ideas. Focusing on the side dishes and the rules behind them.
Early Designs
Design System
Vintage with a hint of modern
Overall the feel felt more nostalgic and playful when it came the color palette and treatment. Which was inspired by my photography moodboard.
Bold and Clean
Even though vintage feels maximalist we have to clean it up to focus our primary idea which is the food. We let our colors, bold type and slight holiday flare to the heavy lifting when it came down to the graphics.
Final Designs
Look and Feel
Visual Execution
Campaign Activations
Reflection
Overall, this project truly became a passion project between Katelin and myself. We both stood our ground throughout design process and executions. The teamwork truly created and grew concept to its final form. The project was presented to the client along with 2 other concepts. Unfortunately, the client went with a different direction but overall a great start to my holiday and great collaboration with Katelin.