GRAPHIC DESIGNER / ART DIRECTOR
GRAPHIC DESIGNER / ART DIRECTOR
Objective: Redesign and reorganize the annual product catalog. Reduce clutter from third-party products and redirect attention back to the top-selling products. Educate the consumer about Aunt Sally’s history and how pralines are made to increase appetite and appreciation for their product.
Responsibilities: Art direction, production, stylist. Work with account executive and client over design/content. Supervise, style, and color correct photography. Produce and supervise printing. Eat pralines.
Employer: Hoffman Miller Advertising | New Orleans, LA
Software: Adobe Photoshop, Illustrator, Indesign
Photographer: Natalie Brunet
Roughly 50% of the products (third-party) from the previous catalog were removed to steer attention back to Aunt Sally’s flagship product, the praline.
For generations Aunt Sally’s Original Creole Pralines have been made daily in the French Quarter — the heart of New Orleans. Imagine stepping back in time and smelling the sweet aroma of pralines made with fresh Louisiana ingredients.
Aunt Sally’s developed longer-lasting shelf-stable Creamy and Lite Pralines. Sold in grocery stores, wholesale, and also online.
Each basket’s contents were styled like little soldiers to show the consumer a clear picture of what they would receive upon delivery. And item descriptions clearly state the contents of each basket.