Understanding the World Of E-Gifting
Food Photography / Art Direction / Graphic Design / Print / Web Design / Typography
Since Edible Arrangements is one of the top companies for sending Fruit Arrangements as gifts online, it was a great exercise for me. Even though the company had millions of dollars in revenue, the upper management's devotion was quite evident.
The challenge: How to win over potential and current gifters on one of the most significant business days of the year.
Web, social media, billboards, store posters, hangtags, package inserts, etc. would all be necessary to meet the demand.
The idea was to support the slow change of the brand that was evolving from a “granny-like” look and feel to something more cheeky and fun. We started ideating a concept that evolved into something that was coherent and consistent with the current brand campaign “BE SWEET TODAY”.
MANIFESTO
“Most people see the world in black and white – happy or sad, bored or ecstatic. At Edible®, we want our gifts and products to allow Guests to see the world through strawberry-colored glasses, to see every passing moment as an opportunity for sweetness, joy, and celebration. Leaning into the colorful explosion of spring blossoms, we want to encourage an explosion of sweet gestures that feel naturally connected to our products
and the fresh, bright-eyed mood of spring.
With Edible®, sweetness is always in bloom”
Moodboard
Interior POSTERS
Sidewalk Signs
Store Front
HANGTAGS
Photography
