WARNING: This project is about to show mouth watering images of raw meat! Proceed at your own risk and hunger.
Hart's is a new grocery store located in downtown Rochester, NY. They specialize in gathering food from local New York farms within 100 miles. One of the best experiences at Hart’s is visiting their meat counter. At the counter, you can talk with the in-house butcher to learn all about the cuts, the farm they came from and their diet. If you are shy about cooking or want to try something new, often the butcher has recommendations on the best way to prepare the meat and what pairs well with it.
Since it is the newest development in the area, we thought the best strategy would be to reach out to the surrounding neighborhoods and introduce them to Hart's. The people within these neighborhoods are environmentally conscious and enjoy biking and walking to stores. They are also socially aware and are willing to pay more for locally sourced goods.
In order to reach these people, our team decided to create mailers that showcased some of the wonderful things we had learned while visiting the meat counter.
Layout!
Final Print Outs!
The Photoshoot
Working in the studio with Justin and Quan Lin. Justin was great at showing us what he was doing. He showed us the pocket wizard, how to setup lighting, and how to use and move the camera.
Quan Lin near all of our supplies. For this shoot we thought textures played an important role in creating the atmosphere for our ad. Hart's itself uses barn wood in its store as well as brown craft paper for their bags and meat packaging. We also thought these textures were associated with life on the farm and farm to table practices.
Thank you!
