What I worked on:
Logo & Brand Design, Art Direction, Digital Assets, Motion, Social, Email, Editorial, Copywriting, Retouching.
In this week-long self-directed project, I challenged myself to create a brand inspired by my love of food. The Stock Take is an e-commerce and print newsletter, keeping foodies in the know about the best picks for their pantry. A number of campaign sub-brands were then created, including Sale, Christmas, and ReSTOCK, a seasonal subscription box. The brand design takes motifs from vintage food packaging into the 21st century through contemporary typography, animation and art direction. I found that the time constraint fostered creativity and encouraged me to be more decisive.
Logo for The Stock Take (stacked).
Moodboards. For full credits, see footer.
The graphics are heavily inspired by geometric iconography from 1960s-80s food packaging, including the iconic Sainsbury's range featuring repetition of circles and squares. A fun contrast was created between this and the editorial, digitally-altered imagery found in 2020s fashion & luxury lifestyle magazines. This interplay of old and new styles formed the basis of two moodboards, which I referred to throughout the execution of the project.
Quarterly print newsletter layouts.
Digital hero asset.
Social media stories (this project is not affiliated with Fever-Tree).
Having established a core look-and-feel, I wanted to explore how The Stock Take could flex across seasonal and promotional campaigns. It was important that each had their own strong identity whilst remaining consistent to the overall brand.
For the Christmas campaign, I leant into the season while avoiding festive clichés. A palette of frosty blue and berry pink, combined with elevated macro photography, helped this remain in keeping with the more contemporary overall brand.
Email hero asset for use in the Christmas campaign.
Social media carousel for the Christmas campaign.
Sale features a simple lockup with a distinct animation – experience teaches that promotions must be able to flex at a moment's notice to all formats imaginable.
The Sale lockup.
Taking the project further I developed ReSTOCK, a subscription box of the best Food & Beverage products inspired by the explosion in this space from brands such as HelloFresh and Gousto, and beauty subscription boxes like Liberty's The Beauty Drop. I utilised the pattern from the main campaign across the packaging to create an eyecatching and attractive box. This was animated on digital assets, creating an effect reminiscent of the shapes "re-stocking" themselves, and increasing the brand recognition of the ReSTOCK box.
Digital ad for ReSTOCK.
Poster ad for ReSTOCK.
A crucial part of any campaign sub-brand is ensuring it can integrate seamlessly into mainstream communications across a variety of channels. To this end, I created email sends which demonstrate how the campaigns can sit alongside the main brand, in this case through banners.
Themed email sends on Canned Goods and Garnishes (this project is not affiliated with Ortiz or Goya).
I sourced most of the imagery in this project from stock sites, supplemented with AI generation. These were created from my prompts, then edited to match the look-and-feel I established. For a speculative project, AI is a useful tool to indicate the direction that would be taken, budget and partnerships allowing.
Stock Photography Credits: Anima Visual, Markus Spiske, Ivan Dostal, Nathan Dumlao, Marcelo Verfe, Jason Ocampo
Moodboard Photography Credits: 不见视觉 Beyond Vision, Charles Negre, Elisa Di Dato, Eric Boman, Alex Paganelli, Fumi Homma