How to Fruit

Brief:

Develop a playful marketing campaign that highlights the convenience and accessibility of fruit for the National Fruit and Vegetable Alliance, an organization focused on increasing produce consumption. Targeted at millennials and young adults, the campaign aims to playfully highlight the ease of produce.

I did:

Campaign ideation, illustration, responsive microsite

Approachable. Playful. Confident.

The campaign confronts the notion that consuming processed food is easier than eating fruit. The approachable fruit illustrations reflect the task’s simplicity, and the color palette is drawn from children’s toys. The Futura typeface is chosen for its unassuming yet sturdy form, complementing the campaign’s assured tone of voice.