Real Good. Feel Good Granola.
Role: Concept, Design, Copy Writing and Illustration.
Creating stand-out for Lizi’s in a crowded Granola market. They wanted to focus on the natural ingredients and health benefits associated with their product whilst injecting an element of fun and energy.
With no budget for new photography at the time of pitching I needed to find a way to inject personality into their existing (rather bland) photography to really bring the Real Good Feel Good concept to life. An illustrative route seemed the obvious choice.
I put a mood-board together (above) showing how other brands had utilised this approach and set to work with my trusty apple pencil to see what I could do with Lizi’s current photography.
I wanted the illustrative overlays to emphasise the enjoyment of eating the granola and the health benefits the “feel good” part of the campaign line. Whilst keeping the face of the model and the granola in the bowl free of illustration is intended to get across the “real good” factor.
The tumbling fruit illustration is a part of the route which can carry across some of that energy and vigour of the campaign when an asset is more focussed on the granola itself.
Adaptive illustrative overlays
