Seattle Pickle Co.
My Role: Lead Designer, Concepting, Mockup Creation
Timeline: 6 Weeks (September-December 2023)
Tools: Midjourney , Firefly, Illustrator, Photoshop, Figma
Problem to Solve
Grow sales for the Seattle Pickle Company within Seattle.Overview
Locally caught, ethically sourced. A conceptual advertising campaign focused on highlighting this brand as a local institution deserving of people's attention. Creating a viral moment at a popular destination, we wanted to frame the pickle similarly to another famous Seattle export, salmon. Using the humor in our depiction of the product at our exhibit and through our billboard marketing, we would increase product sales to locals and transplants alike.
Brand KitExhibit Sign
Colors
ResearchWe started by researching what the company said about their product and the language they used to describe it. This led to our initial idea of focusing on the locality of the ingredients and proximity to the Pacific Ocean. We also examined demographic data indicating a consistent rise in Seattle's population over recent years, particularly from individuals relocating to the area. Based on this insight, we believed centering the campaign around a popular destination for people new to, and from the city, would allow us to hit the local and transplant markets effectively.
The Exhibit
Drawings
InsightInitially, after discussing this idea, we dismissed it. But we revisited the idea and got excited about how different and fun this was. Upon visiting the aquarium, there were a lot of unique tanks for specialty animals and we realized that this idea would fit in perfectly there.
Final ThoughtsWe created a viral marketing moment at a local, popular, Seattle institution. Additionally, branded merchandise was made for and targeted at people who would visit the aquarium, to capitalize on the’ faux’ exhibit. A billboard campaign was created for advertising to reinforce the idea from our exhibit that the product was as natural as possible.
Merch