I was waiting for the physical posters to hit the store before creating this post, but earlier today I saw the official poster unveiling on the @FarmBurger IG, so here it goes!
Dawn Law, the marketing director for Farm Burger brought me in to create an illustration for the launch of the New Vegan Burger. The goal is to evoke the feeling of wholesome vegetables in a very familiar delicious image yet, something different that is outside the normal food/restaurant poster. Farm Burger wants the art to stand out! I'm all in on that!
But there's more: Farm Burger said that they wanted to see my name on the design AND they wanted two versions of the poster, 11x17 and 18x24
The final version of "The Veggies" aka New Vegan Burger.
In the beginning were the ideas. Some of the ideas discussed included the caveat: no burger. no cow!
Well, the cow made its appearance because I felt that I could evoke the feeling of vegan with an image of a cow made up of vegetables. In the first round, we had 6 different directions to choose from.
My digital tools at this stage is my Surface Pro 4 and Sketchable App as its very easy to sketch out some ideas and see which one hits the mark and which ideas are not as good once you see it.
This was the pitch for the poster featuring a cow made up of vegetables. I finished this concept in full color to give the marketing team a chance to get a feel for what I was going for: Stained Glass.
The final artwork needs to be scalable, and since my preference is vector art on Adobe Illustrator, I started the vector art on Adobe Draw with the iPad Pro. I like Adobe Draw because it exports right into Adobe Illustrator seamlessly as Adobe has created a robust set of apps and software that I have become accustomed to.
As soon as I had the cow drawn up, I exported to Illustrator to check that the cow fit the poster size. I had to create two copies of the cow, the wide version is enough for the narrower poster, and checked that we don't miss out some of the veggie details.
Vector work on Adobe Illustrator with the Surface Pro 4 is perfect because I can use the the Blob Brush Tool to give me that organic vector drawing the same as in Adobe Draw on the iPad Pro.
At the end, there were some minor edits to the colors and the New Vegan Burger title. No matter what the edits were, I wanted to make sure the layout of the text followed the style of the artwork: Stained Glass.
Final Posters: 11x17 and 24x36.
Look for them next time you're at Farm Burger!