THE BRIEF
What is Our Need?
To create a key visual specific to our seasonings range for use in a communications campaign directed towards Afro-Caribbean consumers across the UK.
The visual’s background can be anything that will convey relevance to an Afro-Caribbean audience. There are basic photography guidelines that can be found in the full guidelines, however, the principal points that should be taken from these are that the imagery is:
Authentic, Warm, Homely, with soft and natural lighting where possible
This key visual must resonate with the Afro-Caribbean audience but must not alienate our core target market within the British South Asian population. This, therefore, means that our core distinctive assets must be retained across all communications.
What is Our Need?
To create a key visual specific to our seasonings range for use in a communications campaign directed towards Afro-Caribbean consumers across the UK.
The visual’s background can be anything that will convey relevance to an Afro-Caribbean audience. There are basic photography guidelines that can be found in the full guidelines, however, the principal points that should be taken from these are that the imagery is:
Authentic, Warm, Homely, with soft and natural lighting where possible
This key visual must resonate with the Afro-Caribbean audience but must not alienate our core target market within the British South Asian population. This, therefore, means that our core distinctive assets must be retained across all communications.
The process
Using Indian Rangoli art as inspiration, I used the different Rajah spices to create designs and patterns that represented images of the customers home and potential memories of what the consumer could relate to.
