Sargento Cheese New Products Campaign
During my time as a design intern at Sargento, I created a hypothetical email and Instagram campaign featuring three new products: Shareables, Spicy Shreds, and Natural American Cheese. My goals were to test the new brand guidelines and for my designs to serve as templates for later use.
Part One: Ideation
For the email campaign, began by looking into the new brand guidelines to find common visual motifs and researching similar email campaigns from other food brands. Based on my findings, I then created sketches of potential email templates advertising the upcoming products.
*Click to enlarge
After consulting the creative team, I brought the most successful sketches into Illustrator and began experimenting. I discovered that simpler layouts and close-up photography of the food worked best with the new branding, anything too complex combined with the bold colors and typography felt overwhelming and chaotic.
Part Two: Experimentation
This design, on the other hand, is much more successful. The bold type stands out from the close-up photography without feeling overwhelming, and the simplified layout feels refined and fun instead of blocky.
After again consulting the creative team, I refined the three most successful designs and submitted them for use as templates in a future email campaign.
For example, this design is far too busy. The photography is more focused on the people than the cheese, there is way too much text, and the the multiple section dividers feel blocky and disorganized. Instead of feeling bold and energetic, this design feels chaotic and overwhelming.
Part Three: Refinement
Part Four: Social Media
After submitting the email templates, I created several Instagram posts using many of the same design elements as the emails. My goal was not only to advertise the deliciousness of the cheese, but also to show how the same motifs can be used in many different contexts.
