Background

Tehama Group Communications is a student-run public relations agency at California State University, Chico. As a graphic design intern on the creative team, I was placed onto a total of 3 client accounts, one of which being the Chico Natural Food Cooperative. The CNFC is a natural foods cooperative which means they are owned by their shoppers. A company richly engrained in their community, they hope to create a easy and enjoyable way to get fresh and local produce.

Project Brief

Throughout weekly meetings with the Chico Natural Foods Cooperative, our client expressed a desire to help inform those that eating with dietary restrictions doesn’t have to be a difficult road to navigate. My team and I aimed to create an in-store handout, as well as online blogs to emphasize that eating healthy doesn’t mean you have to sacrifice your favorite foods.

I created a photographic library to be utilized for online blogs and social media content, as well as recipe cards complimented by a store navigation map to help customers enjoy their speciality diets and grocery shopping experience in one simple step.

design solution & strategy

Creating a cross channel campaign to reach a wider audience, we focused on improving social media presence by posting influential content while creating higher click through rates to drive conversions to the Co-Op online blog. We examined various opportunities for customer touch points on location, our decided strategy was to showcase recipe cards and store maps on end cap displays (you commonly see at the end of an aisle in grocery stores) in hopes of reinforcing information seen throughout the Co-Op’s digital channels.

Research

As a team we partnered with a local chef to help create recipes adhering to each of the 5 total specialty diets (gluten free, paleo, keto, vegan, whole 30) while also utilizing products exclusively sold at CNFC.

On my own, I surveyed the aesthetic of nearby cooperatives and health stores, I found that generally, the colors associated with healthy eating are a variation of tan and green shades. Hesitant to get lost in the masses, I opted for a brighter and more energetic color palette. Pairing their standard sans serif typeface, Neutura with a title script font.

Challenges

Working as a completely student run team there was ample opportunity for problems and drama to ensue but we worked cohesively, respectfully, and efficiently throughout the entirety of the semester. We received exceptional reviews from our clients and fostered a continuous creative relationship.

Process & Materials

Indesign, Illustrator, Basecamp, Canon T5 Rebel