But before things went South, we developed a visual look that celebrated the precision that went into this process. Working with photographer Marcus Swanson, we created a clean modern look for the brand. We aimed to capture the elegance of the press. We treated the fruit and vegetables as if they were abstract pieces of high art, focusing on the intricate systems crafted by mother nature.
The campaign was built on the insight that we live in a society where food is more processed, pasteurized and artificial than ever before. The more humans have meddled, the more we’ve gotten in the way. And the result is the loss of true nutrients that were inside the plants and vegetables to begin with. Because the pro at making great food is Mother Earth.
Campaign Creation & Execution