Campaign Aesthetic Development
Through peer feedback it was established that this bold colourful aesthetic was engaging and would work well for the concept of the campaign. This prompted me to extend the aesthetic style and start developing other fruits for use on a poster series. Identifying the pastel colour palette I considered what fruits and vegetables would work well in a series prompting a range of lush colour inspired by the natural produce. From this I generated a concept for a series of three posters each highlighting a different type of produce, meat, fruit and veg, which will holistically represent the main food groups shopped within the farm shop and articulate that it caters all three of these food groups not just vegetables which is a common misconception of farmers markets/farm shops. I identified a steak, lemon (pictured above) and avocado as all these foods would be re-producable in this bold graphic style that was developed through initial peer feedback.
This produce worked particular well with the bold graphic style that will catch the audiences eye through the bold engaging imagery this was developed with particular colour palettes to create individual high profile imagery that places the focus on the food referencing its quality, this will act as a USP to rival mass produce as their advertisement strategies typically centre around price whereas this social movement towards local produce reflects the quality of the ingredients and the benefits to the local community. With this imagery developed the next stage is to implement this within a poster cmaapgin series that would be appropriate for the audience in celebrating the quality local produce the Hawarden Estate provides to the community.
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