Agency client work / Genuine Interactive
Nothing But The Fruit was a fairly new concept when Welch’s came to us to imagine a new web experience for them.
I was the design lead, working with a creative director and a senior copywriter to deliver three strong, but very different concepts. Because this was such a new product, they wanted something really out of the box that would help drive awareness for a fairly unknown brand.
All three concepts needed to be different, but also had to focus on the clean, natural attributes of the product: their “Picked, Pureed, Pressed” messaging.
The first concept was text driven, with the goal of being a long-scrolling, parallax experience.
The second concept was the wild card. It was a story-driven, illustrative experience that introduced three hokey fictional farmers that were used to tell the story of the product. I designed all of the illustrations for the client review. We were really excited about this concept, as it had really strong implications for social cinemagraphs, in-store signage, and overall a lot momentum for a long creative engagement for a host of different digital and analog channels. The CD, the copywriter, and I had a lot of fun crafting back stories for these wacky farmers.
Finally, the chosen creative, was a fairly straight-forward, content-rich experience that relied heavily on images of real fruit, shots of the packaging, and a more natural, softer visual style that acted as the digital steward to strengthen the brand message.