CLEAN EATS

graphic-design-print-direct-mail-grocery-catalogue_wrapper

CLEAN EATS

DELIVERING THE FARMERS MARKET

SCOPE: PRINT / PUBLICATION LAYOUT / MARKETING / ECOMMERCE

graphic-design-print-direct-mail-grocery-catalogue_cheese-layout
graphic-design-print-direct-mail-grocery-catalogue_lifestyle-shot
graphic-design-print-direct-mail-grocery-catalogue_fruit-layout

Projects

CHALLENGE

A direct-mail catalogue that has the visual feeling of ecommerce, with the goal of directing recipients from their mailbox to an online grocery ordering website.

PROCESS

I was inspired by ecommerce sites with plenty of breathing room around images and a well-defined grid. I chose appetizing colors to coincide with grocery offerings and set them against a backdrop of Mac-inspired pale gray. I chose simple, elegant fonts.

RESULTS

A grocery catalogue with an uncluttered look, communicating simultaneous messages of easy accessibility and premium quality.

software

InDesign, Adobe Dimensions, Photoshop, Illustrator

graphic-design-print-direct-mail-grocery-catalogue_dairy-layout
graphic-design-print-direct-mail-grocery-catalogue_herbs-layout
graphic-design-print-direct-mail-grocery-catalogue_beverage-layout
graphic-design-print-direct-mail-grocery-catalogue_pasta-layout
graphic-design-print-direct-mail-grocery-catalogue_breakfast-layout
graphic-design-print-direct-mail-grocery-catalogue_wine-layout
graphic-design-print-direct-mail-grocery-catalogue_vegetable-layout

TAKEAWAYS

This project made me so hungry…working with all of the delectable food imagery. I love creating books. Designing for long documents, balancing variety and consistency in a well-planned system spanning multiple pages is such a fun challenge. 

One thing I always do, is test print early in the process, while styles are still being formulated. Holding a print in my hand and reading the copy at natural distance on actual paper is the only reliable test for comfortable and appealing readability.

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