Real Fruit Real Flavor
Magazine Ad Campaign
Create a compelling ad campaign for a Fast Moving Consumer Goods product using a combination of copy and visual metaphor or pun.
Since the task here was to create an ad campaign using visual metaphor, I wanted to choose something playful to work with. Jeni’s Splendid Ice Creams is known for having fun flavors and for using real ingredients.
The original concept was to show objects associated with ice cream (cones, pints) in conjunction with the actual ingredients that make the ice creams.
I created multiple versions of this using different ingredients that Jeni’s actually uses such as cake, mint, cream, lemon. I landed on lime and strawberry because they were the most instantly recognizable.
I tested ten different typefaces, including Gill Sans Nova (pictured left). I also tried using two different typefaces on one ad. I landed on Cubano (pictured right) because of its rounded, playful quality that was simple enough not to distract from the visuals.
The colors used do not change across the campaign. The hues in the illustrations are used strictly in two different brightness levels. The two pastel background colors are the same brightness and saturation with different hues.
The original concept was to show objects associated with ice cream (cones, pints) in conjunction with the actual ingredients that make the ice creams.
I created multiple versions of this using different ingredients that Jeni’s actually uses such as cake, mint, cream, lemon. I landed on lime and strawberry because they were the most instantly recognizable.
I tested ten different typefaces, including Gill Sans Nova (pictured left). I also tried using two different typefaces on one ad. I landed on Cubano (pictured right) because of its rounded, playful quality that was simple enough not to distract from the visuals.
The colors used do not change across the campaign. The hues in the illustrations are used strictly in two different brightness levels. The two pastel background colors are the same brightness and saturation with different hues.
two first drafts. font tests and illustration options.
