August 22, 2011

Fresh

Grateful to continue working on posters for a series of films the Duluth Whole Foods Co-Op is partnering with Zinema 2 to bring to town. FRESH is the newest poster I’ve completed. From the FRESH press kit:

FRESH is more than a film; it is a reflection of a rising movement of people and communities across America who are re-inventing our food system. FRESH celebrates the food architects who offer a practical vision of a new food paradigm and consumer access to it. Encouraging individuals to take matters into their own hands, FRESH is a guide that empowers people to take an array of actions as energetic as planting urban gardens and creating warm composts from food waste, and as simple as buying locally-grown products and preserving seasonal produce to eat later in the year.

After reading through the press kit and watching the trailer I started exploring ideas for the poster. I immediately started thinking of paintings of fruit. I always thought it looked more real and vibrant than the hyper-resolution, dew soaked photos we’re used to seeing today. The not-so-perfect nature of fresh food also added to the painterly style I was picturing. I decided to add some abstract paint washes to let the paintings take more of a back-seat to the type. I went with big, bold, clean and white type to reflect the freshness and flavors you get from fresh food.

FRESH

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