Project Overview
Fresh Fare Farms is a meal kit delivery service focused on locally sourced ingredients and sustainable farming practices. The campaign was created for Hunger Action Month, with the goal of expanding the brand’s customer base among younger consumers while raising awareness of food insecurity. For every customer who signed up during the campaign, Fresh Fare Farms would donate a box of produce to a local food bank.
The campaign targeted college students and young working professionals ages 21–35 who want to eat healthier but have limited time for grocery shopping and meal preparation. The visual direction was designed to be colorful, approachable, imagery-driven, and easy to digest for an audience that frequently engages with digital media.
I developed a cohesive visual system across three deliverables: a magazine advertisement, animated digital advertisement, and social media carousel. The campaign used the tagline “Local. Sustainable. FRESH.” along with Fresh Fare Farms’ established color palette, typography, photography, logo, and organic graphic shapes. Market research into competitors including HelloFresh, CookUnity, Hungryroot, and Daily Harvest helped inform the visual direction and allowed me to create a design that felt contemporary while emphasizing Fresh Fare Farms’ community-focused mission.
Mood Board
Campaign Assets
Instagram Carousel Ad
Magazine Ad
Digital Ad- GIF
View the Animated GIF:
My Design Process
Step One: Empathize
Researched the target audience to understand their interest in convenience, healthy eating, sustainability, and socially conscious brands.
Step Two: Define
Established the campaign’s focus on convenient meal preparation, locally sourced food, sustainability, and fighting food insecurity.
Step Three: Ideate
Researched competing meal kit brands and developed a visual direction using vibrant colors, lifestyle photography, and organic shapes.
Step Four: Prototype
Created a magazine advertisement, animated digital advertisement, and social media carousel using a consistent visual system across all three formats.
Step Five: Test
Reviewed the campaign for visual consistency, hierarchy, readability, and effectiveness across print, digital, and social media.
Client Brief
https://acrobat.adobe.com/id/urn:aaid:sc:US:1883598b-4b90-45f4-8d71-88a542a6dc51
Brand Guidelines
https://acrobat.adobe.com/id/urn:aaid:sc:US:a9d1baed-3003-43a5-a801-d6efae2915ce