[interview] the project story
Project Overview
The Award Winning Henry Bucks Autumn Winter Catalogue.
A creative approach to the usual catalogue, leveraging today's cafe culture lifestyle.
Project Commissioner
Project Creator
Team
Grant Davidson
Alan Morrison
Kevin Cheong
Project Brief
Our brief was to break the mould of the usual, functional catalogue which feature page after page of product. Our brief was to capture the heart's and mind's of our customer by reflecting their lifestyle, albeit aspirational lifestyle for some.
Project Innovation/Need
The concept was to reflect Melbourne's cafe culture and collaborate with iconic cafes around Melbourne; Dukes Coffee Roasters, Pillar of Salt, Pellegrini's, Market Lane and Industry Beans.
Photo shoots were coordinated around Melbourne and used for social media.
Design Challenge
When most catalogues focus all of the real estate on selling product, the challenge was to invest time, budget and valuable page real estate on establishing a theme and portraying lifestyle.
Effectiveness
Advertising - Print
This award celebrates creative and innovative design for visual communication intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, audience engagement and message delivery.
More Details