There was unique challenges with this one. When I joined the team, a creative direction that involved cartoon-like illustration had been implemented and widely distributed as part of a campaign. Soon it was realized by all that illustrations don't sell food. I was then brought and tasked with how to gently tiptoe backward from this direction with barely any photography or stock budget.
BUTCHERBOX BRAND GUIDELINES
So the highest priority was to bring this back to a place where we appeared to be a tried and true brand that could be trusted by consumers. When designing more promotional assets we would stay light and fun, not straying too far from the palette members had just been inundated with, muting it a bit, moving it back towards reality. Brushstrokes as sauce, not paint. Gently backtracking. Shadow and lighting overlays were used to create a sense of environment, as we were working with old inconsistent photos or stock imagery.
PROMOTIONAL GUIDELINES
Seasonality and more branded materials are where it was really important to bring that warmth back in. As concrete analytics on demographic were still pretty vague, it felt important for us to evoke nostalgia. Nostalgia for a feeling, not a period of time. I wanted you to look at a Butcherbox ad and have it feel familiar, even if you didn't understand why.
Attainable, yet aspirational. Warm and human.
LIFESTYLE & PHOTOGRAPHY
I truly believe visual interest can be provided with the use of one main concept, contrast.
Using the fonts and iconography as a guide, illustrated elements will reflect the same line-drawn quality as the icons/stamps, balanced with/highlighted by pops of bold color and chunky infographic elements. This carries through the timeless look and allows for flexibility when conveying data or telling a story.