WILD FORK
🔄 FIRST DRAFT
A potential tease-and-reveal concept was discussed in our original call, where for the first 3-weeks we'd have a frozen design that eventually "defrosted" into a second billboard with all the information. Wild Fork was open to the idea, so I got to work!
Wild Fork's Marketing Director had requested that I use photos directly from the Wild Fork catalogue if possible to showcase their variety of exotic and local meat and seafood: ideally mussels, scallops, salmon, and pichana steaks, which is one of their most popular products.
frozen draft
defrosted draft
💬 FEEDBACK
I presented these drafts to the Outfront team. While they loved the frozen over version and the frosted effect made with Photoshop layer styles, they thought that the 4 products were too overwhelming, and that the scallops weren't really registering as scallops. Furthermore, the "Amazing prices…" tagline under the Wild Fork logo lockup looked busy.
Because the "Amazing prices…" tagline was stated as a non-negotiable for Wild Fork, I aimed to find a more creative way to incorporate it that didn't require stacking it with the logo lockup. I also wanted to experiment with a different layout with less meats that would be more minimal.
frozen final
defrosted final
🤔 WHAT I LEARNED
I ended up deleting some photos and creating a stamp with the "Affordable Prices, Impeccable Quality" tagline in Adobe Illustrator. This gave a lot more breathing room for the important text such as the website and logo lockup.
This project taught me how to cut down visual clutter. Even though I had put a lot of effort into the first composition manually painting shadows, warping the perspective of the meat photos, and trying to fit all the text cleanly, restarting the layout with a different approach created a much better outcome.
