From Ground
to Gut
Visualising sustainable ingredients’ journey from crops to dough and all the way to the human digestive system, this speculative campaign identity is all about texture and touch.
I concentrated on the earthiness of the theme and leaning to the obvious while giving the work a modern twist with the font choice as well as the minimalist graphics: a hand-drawn selection of breads inspired by small local boulangeries found on social medias, not forgetting the iconic Eloveena illustrations of our native Finland.
Though we didn't win the account, it was thrilling to bring such a clear vision to life. What fun to draft a gut – who knew!
Though we didn't win the account, it was thrilling to bring such a clear vision to life. What fun to draft a gut – who knew!
